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Country Report

Bakery in Spain

| Pages: 76

Price: US$1,900

About this Report

Executive Summary

Baked Goods

TRENDS

  • In 2013, the continuation of the recession in Spain and high unemployment continued to determine the habits of Spaniards in general, and the consumption of packaged food in particular. The decreasing purchasing power of the average consumer continued to encourage cautious purchasing patterns, which was also the case within baked goods. The return of consumers to the home as a saving measure, and the trend of having more meals in the home was another factor driving the performance of baked goods in retail. With price being the key factor, private label continued to rise, whilst consumers found refuge in essential categories such as bread; both factors are expected to allow baked goods to show a positive performance in retail volume terms in 2013.

COMPETITIVE LANDSCAPE

  • Panrico and Bimbo are expected to lead baked goods amongst branded players in 2013, with a 9% and 8% value share respectively. Bimbo’s success is attributed to its continuous focus on innovation and its extended distribution network, which encompasses all distribution channels. The small share of the leaders compared with other categories in packaged food can be explained by the fact that artisanal baked goods represent more than half of overall share in the market; expected to account for a 65% value share in 2013.

PROSPECTS

  • The continuation of the economic recession until at least the second part of the forecast period will continue to shape the purchasing patterns of Spaniards. High unemployment and decreasing disposable incomes will continue to force consumers to cut back on unnecessary spending, reduce leisure activities and focus on covering their basic needs. It is expected that Spaniards will continue to lean towards essential products in retail, which will benefit bread, and drive the growth of the category in retail volume terms; expected to register 4% growth over the forecast period to 2018.

Biscuits

TRENDS

  • For another consecutive year, the economic recession continued to shape the habits of Spanish consumers, having a direct impact on packaged food in general, and on biscuits in particular in 2013. The lack of spending money forced Spaniards to live on “saving mode”, which meant a further reduction in out-of-home activities, and therefore more time spent in the home. As a consequence, more people ate their breakfast or afternoon snack at their homes, which allowed biscuits to experience positive growth in volume terms in 2013. In addition, more and more parents opted to purchase packs of biscuits in the retail channel as a way to save, to give their children to take to school, instead of giving them money to spend on a snack.

COMPETITIVE LANDSCAPE

  • The leader in biscuits is Kraft Foods España, belonging to Mondelez International, which is expected to reach a value share of 25% in 2013. The reason for the strength of the company is its number of rooted brands in biscuits, which include Oreo, Lu and Fontaneda. Other key factors explaining the leadership of the company include high investment in advertising, its wide distribution network and its commitment to innovation to transform snacking and respond to the changing habits of consumers.

PROSPECTS

  • The continuation of the recession – which according to international entities such as the IMF will last at least until 2015 – is expected to continue conditioning the consumption habits of Spaniards. Consumers’ frugality and trading down will continue to be the norm in Spain, and private label is expected to continue gaining weight within biscuits. This will limit the value growth of biscuits, which is expected to post flat growth in retail constant value terms to 2018.

Breakfast Cereals

TRENDS

  • In 2013, the continuation of the economic recession continued to shape the habits of Spaniards. The trend towards cocooning continued, as consumers cut back on out-of-home spending, and replaced some habits which were strongly rooted prior to the recession – such as having breakfast at a bar or café – with at-home consumption. The transfer of consumption to the home continued to benefit breakfast cereals. The fact that cereals are a cheap and nutritious product puts them in the category of “shelter” products, on the rise in the current recession. The rising awareness of consumers regarding their health also benefited breakfast cereals, with key launches during the last year targeting the health-aware segment of the population.

COMPETITIVE LANDSCAPE

  • Kellogg España is expected to lead breakfast cereals for another consecutive year in Spain in 2013, with a value share of 37%. The vast product portfolio of the company and the popularity of its brands in Spain, as well as its wide distribution network, explain the strong position of the leading multinational within the category. However, the company suffered once again from consumer demand for economy references and the shift toward private label, seeing its share decrease slightly in 2013.

PROSPECTS

  • Breakfast cereals is expected to post a constant value CAGR of 1% during the forecast period, to reach sales of €386 million by 2018. The recession, which according to official forecasts will continue until at least 2015, will continue to condition consumers’ habits, and is likely to cause cocooning to prevail amongst Spaniards. The focus of consumers on basic items is expected to continue, which will favour breakfast cereals, which is also expected to benefit from the increase in demand for healthier packaged food products. Towards the end of the forecast period, when consumers recover part of their purchasing power, the demand for basic low-priced references will decrease, and consumers’ demand for quality and added-value and functionality will rise.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bakery industry in Spain with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bakery industry in Spain, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bakery in Spain market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bakery in Spain?
  • What are the major brands in Spain?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Bakery in Spain - Category Analysis

BAKED GOODS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Baked Goods by Category: Volume 2008-2013
  • Table 2 Sales of Baked Goods by Category: Value 2008-2013
  • Table 3 Sales of Baked Goods by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Baked Goods by Category: % Value Growth 2008-2013
  • Table 5 Sales of Packaged/Industrial Bread by Type: % Value Breakdown 2008-2013
  • Table 6 Sales of Unpackaged/Artisanal Bread by In-store Bakery vs Others: % Value 2008-2013
  • Table 7 Sales of Pastries by Type: % Value Breakdown 2008-2013
  • Table 8 Sales of Packaged/Industrial Cakes by Single Portion vs Multi-pack: % Value 2008-2013
  • Table 9 NBO Company Shares of Baked Goods: % Value 2009-2013
  • Table 10 LBN Brand Shares of Baked Goods: % Value 2010-2013
  • Table 11 Distribution of Baked Goods by Format: % Value 2008-2013
  • Table 12 Forecast Sales of Baked Goods by Category: Volume 2012-2017
  • Table 13 Forecast Sales of Baked Goods by Category: Value 2012-2017
  • Table 14 Forecast Sales of Baked Goods by Category: % Volume Growth 2012-2017
  • Table 15 Forecast Sales of Baked Goods by Category: % Value Growth 2012-2017

BISCUITS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 16 Sales of Biscuits by Category: Volume 2008-2013
  • Table 17 Sales of Biscuits by Category: Value 2008-2013
  • Table 18 Sales of Biscuits by Category: % Volume Growth 2008-2013
  • Table 19 Sales of Biscuits by Category: % Value Growth 2008-2013
  • Table 20 NBO Company Shares of Biscuits: % Value 2009-2013
  • Table 21 LBN Brand Shares of Biscuits: % Value 2010-2013
  • Table 22 Distribution of Biscuits by Format: % Value 2008-2013
  • Table 23 Forecast Sales of Biscuits by Category: Volume 2012-2017
  • Table 24 Forecast Sales of Biscuits by Category: Value 2012-2017
  • Table 25 Forecast Sales of Biscuits by Category: % Volume Growth 2012-2017
  • Table 26 Forecast Sales of Biscuits by Category: % Value Growth 2012-2017

BREAKFAST CEREALS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 27 Sales of Breakfast Cereals by Category: Volume 2008-2013
  • Table 28 Sales of Breakfast Cereals by Category: Value 2008-2013
  • Table 29 Sales of Breakfast Cereals by Category: % Volume Growth 2008-2013
  • Table 30 Sales of Breakfast Cereals by Category: % Value Growth 2008-2013
  • Table 31 NBO Company Shares of Breakfast Cereals: % Value 2009-2013
  • Table 32 LBN Brand Shares of Breakfast Cereals: % Value 2010-2013
  • Table 33 Distribution of Breakfast Cereals by Format: % Value 2008-2013
  • Table 34 Forecast Sales of Breakfast Cereals by Category: Volume 2012-2017
  • Table 35 Forecast Sales of Breakfast Cereals by Category: Value 2012-2017
  • Table 36 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2012-2017
  • Table 37 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2012-2017

Bakery in Spain - Company Profiles

Mercadona SA in Packaged Food (Spain)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Mercadona SA: Key Facts
  • Summary 2 Mercadona SA: Operational Indicators

COMPANY BACKGROUND

INTERNET STRATEGY

  • Summary 3 Mercadona SA: Share of Sales Generated by Internet Retailing

PRIVATE LABEL

  • Summary 4 Mercadona SA: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 5 Mercadona SA: Competitive Position 2013

Unilever España SA, Grupo in Packaged Food (Spain)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Unilever España SA (Grupo): Key Facts
  • Summary 7 Unilever España SA (Grupo): Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 8 Unilever España SA (Grupo): Production 2013

COMPETITIVE POSITIONING

  • Summary 9 Unilever España SA (Grupo): Competitive Position 2013

Packaged Food in Spain - Industry Context

EXECUTIVE SUMMARY

Gloomy economy

Volatility of raw materials prices impacts packaged food

Modern grocery retailers and private label consolidate their presence

Health considerations support growth of gluten- and lactose-free products

Poor outlook will limit growth opportunities

KEY TRENDS AND DEVELOPMENTS

Gloomy economy nationwide, focus on basics at home

Product origin is a significant sales factor

The influence of Tupperware and the boom of ready meals

Price and private label: the foundations of packaged food

Food intolerance and healthier reformulations lead added-value product sales

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends –foodservice

Prospects

Category Data

  • Table 38 Foodservice Sales of Packaged Food by Category: Volume 2008-2013
  • Table 39 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 41 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

IMPULSE AND INGULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 42 Sales of Impulse and Indulgence Products by Category: Volume 2008-2013
  • Table 43 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 45 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 46 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 47 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 50 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 51 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 52 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 53 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 54 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 55 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 56 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 57 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 58 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 59 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 60 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 61 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 62 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 63 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 64 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 65 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 66 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 67 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 69 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 71 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 72 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 73 Sales of Packaged Food by Category: Value 2008-2013
  • Table 74 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 75 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 76 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 77 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 78 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 79 Penetration of Private Label by Category: % Value 2008-2013
  • Table 80 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 81 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 82 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 83 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 84 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 85 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

DEFINITIONS

SOURCES

  • Summary 10 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Bakery
      • Baked Goods
        • Bread
          • Bread Substitutes
          • Packaged/Industrial Bread
          • Unpackaged/Artisanal Bread
        • Cakes
          • Packaged/Industrial Cakes
          • Unpackaged/Artisanal Cakes
        • Pastries
          • Packaged/Industrial Pastries
          • Unpackaged/Artisanal Pastries
      • Biscuits
        • Savoury Biscuits and Crackers
        • Sweet Biscuits
          • Chocolate Coated Biscuits
          • Cookies
          • Filled Biscuits
          • Plain Biscuits
          • Sandwich Biscuits
      • Breakfast Cereals
        • Hot Cereals
        • RTE Cereals
          • Children's Breakfast Cereals
          • Family Breakfast Cereals
            • Flakes
            • Muesli
            • Other RTE Cereals

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Type
  • In-store Bakery Sales
  • Single Portion vs Multi-portion

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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