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Country Report

Spain Flag Bakery in Spain

| Pages: 78

Price: US$2,100

About this Report

Executive Summary

Baked Goods

TRENDS

  • Despite more recent positive news about the Spanish economy, consumers are still suffering from very limited disposable incomes and very high unemployment. Even though some indicators, such as GDP, consumer confidence and exports, are starting to show positive growth, for the vast majority of Spanish consumers the light at the end of the tunnel still seems some way off. As a result, an increasing number of people are adopting a very conservative approach to consumption. For example, an increasing number of consumers are having breakfast at home, thus helping to boost retail volume sales of baked goods at the expense of foodservice sales.

COMPETITIVE LANDSCAPE

  • The competitive landscape in baked goods in Spain remains heavily fragmented, with artisanal products accounting for more than two thirds of sales. With regard to brand manufacturers, Panrico SAU and Bimbo SA lead the category in 2014 with retail value shares of 9% and 8%, respectively. Both companies are well established and have a long history within the category, along with very good distribution networks. However, private label, with a 10% share of retail value sales, continues to gain ground at the expense of branded products.

PROSPECTS

  • As of May 2014, Spaniards are starting to hear about the first positive GDP growth rates after several months of declines, a fall in unemployment and a more positive economic forecast. Both the government and the European Commission seem optimistic regarding the performance of macro-economic indicators over the forecast period in Spain. As a result, it is likely that consumers will gradually return to pre-crisis purchasing habits. When it comes to baked goods specifically, the category is expected to see a more positive performance in both volume and value terms compared to the review period. However, performances will differ quite significantly from one category to another.

Biscuits

TRENDS

  • Following a positive performance in 2013, biscuit sales have continued to grow in both volume and value terms in 2014 as a result of several factors. Sales have benefited from an increasing number of consumers having breakfast at home (where the vast majority of biscuits are consumed) and an impressive number of new formulations and added-value products. Such launches, in an attempt to boost the consumption of biscuits throughout the day (and not only for breakfast), have proved successful for both brand manufacturers and retailers.

COMPETITIVE LANDSCAPE

  • Private label remains the undisputable leader of the category, reaching a value share of 38% in 2014. The price difference between private label and branded products still represents a massive competitive advantage for retailers’ own lines. Along with the price difference, private label has also been quite active with the launch of more indulgent products and added-value variants at competitive prices, driving further growth. Grupo Siro (Mercadona supplier) recently invested €2.9 million in Jaen and €6.5 million in Aguilar de Campo to boost production of Hacendado Minitortitas and gluten-free references Digestive and Rebuena. Very much in line with this, Biscuits Poult (supplier of Carrefour, Alcampo, Dia, etc) has also increased production and is planning to launch new references through a partnership with Miquel Alimentació.

PROSPECTS

  • Given the latest macro-economic indicators, it seems that the Spanish economy is on the road to recovery. However, for the vast majority of consumers, this recovery will be a slow and painful process which is expected to last several years. As a result, only a slow return to pre-crisis habits (a preference for added- value references, premium brands and niche products) is anticipated, while consumers will maintain their very frugal approach to spending and continue to demand value for money. As seen during the second half of 2013 and 2014, innovation through added value to create more indulgent and healthy products will be the main strategy going forward.

Breakfast Cereals

TRENDS

  • Fierce competition between branded products and private label has led to intense discounting and promotional activity within the category, driving a current value decline in 2013 and 2014. Along with this, a consumer switch to cheaper references within bakery (mostly biscuits) has also put breakfast cereals under further pressure, affecting retail volume sales. Along with the lower unit prices of certain bakery products, the convenience factor (portability, on-the-go consumption) has been another driver of this switch. As a result, breakfast cereals is set to post a 1% decline in current value terms and a minor decline in retail volume terms in 2014.

COMPETITIVE LANDSCAPE

  • Kellogg España SA remains the leading player in 2014 with a 40% share of retail value sales, followed by private label with 38%. The company’s leadership can be attributed to the strength of popular brands such as Kellogg’s Special K, Kellogg’s All Bran and Kellogg’s Smacks despite the growth of private label over the review period. Kellogg’s vast product portfolio and strong distribution network helped it to maintain its position over the review period.

PROSPECTS

  • The economic situation, which according to official sources (government forecasts, the European Commission, etc) is gradually improving but only at a very slow rate, will continue to shape consumers’ habits at least during the first half of the forecast period. Consumer demand for basic items (economy brands and private label) is expected to continue. Along with this, the increasing demand for healthier packaged food products will accelerate. Towards the end of the forecast period, when consumers recover some of their purchasing power, demand for basic low-priced products will decline to the benefit of higher quality and added-value products.

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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 2009-2014
  • Table 2 Sales of Baked Goods by Category: Value 2009-2014
  • Table 3 Sales of Baked Goods by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Baked Goods by Category: % Value Growth 2009-2014
  • Table 5 Sales of Packaged/Industrial Bread by Type: % Value Breakdown 2009-2014
  • Table 6 Sales of Unpackaged/Artisanal Bread by In-store Bakery vs Others: % Value 2009-2014
  • Table 7 Sales of Pastries by Type: % Value Breakdown 2009-2014
  • Table 8 Sales of Packaged/Industrial Cakes by Single Portion vs Multi-pack: % Value 2009-2014
  • Table 9 NBO Company Shares of Baked Goods: % Value 2010-2014
  • Table 10 LBN Brand Shares of Baked Goods: % Value 2011-2014
  • Table 11 Distribution of Baked Goods by Format: % Value 2009-2014
  • Table 12 Forecast Sales of Baked Goods by Category: Volume 2014-2019
  • Table 13 Forecast Sales of Baked Goods by Category: Value 2014-2019
  • Table 14 Forecast Sales of Baked Goods by Category: % Volume Growth 2014-2019
  • Table 15 Forecast Sales of Baked Goods by Category: % Value Growth 2014-2019

BISCUITS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 16 Sales of Biscuits by Category: Volume 2009-2014
  • Table 17 Sales of Biscuits by Category: Value 2009-2014
  • Table 18 Sales of Biscuits by Category: % Volume Growth 2009-2014
  • Table 19 Sales of Biscuits by Category: % Value Growth 2009-2014
  • Table 20 NBO Company Shares of Biscuits: % Value 2010-2014
  • Table 21 LBN Brand Shares of Biscuits: % Value 2011-2014
  • Table 22 Distribution of Biscuits by Format: % Value 2009-2014
  • Table 23 Forecast Sales of Biscuits by Category: Volume 2014-2019
  • Table 24 Forecast Sales of Biscuits by Category: Value 2014-2019
  • Table 25 Forecast Sales of Biscuits by Category: % Volume Growth 2014-2019
  • Table 26 Forecast Sales of Biscuits by Category: % Value Growth 2014-2019

BREAKFAST CEREALS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 27 Sales of Breakfast Cereals by Category: Volume 2009-2014
  • Table 28 Sales of Breakfast Cereals by Category: Value 2009-2014
  • Table 29 Sales of Breakfast Cereals by Category: % Volume Growth 2009-2014
  • Table 30 Sales of Breakfast Cereals by Category: % Value Growth 2009-2014
  • Table 31 NBO Company Shares of Breakfast Cereals: % Value 2010-2014
  • Table 32 LBN Brand Shares of Breakfast Cereals: % Value 2011-2014
  • Table 33 Distribution of Breakfast Cereals by Format: % Value 2009-2014
  • Table 34 Forecast Sales of Breakfast Cereals by Category: Volume 2014-2019
  • Table 35 Forecast Sales of Breakfast Cereals by Category: Value 2014-2019
  • Table 36 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2014-2019
  • Table 37 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2014-2019

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 2014

Nutrexpa SL in Packaged Food (Spain)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Nutrexpa SL: Key Facts
  • Summary 7 Nutrexpa SL: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 8 Nutrexpa SL: Production Statistics 2014

COMPETITIVE POSITIONING

  • Summary 9 Nutrexpa SL: Competitive Position 2014

Unilever España SA, Grupo in Packaged Food (Spain)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Unilever España SA, Grupo: Key Facts
  • Summary 11 Unilever España SA, Grupo: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 12 Unilever España SA, Grupo: Competitive Position 2014

Packaged Food in Spain - Industry Context

EXECUTIVE SUMMARY

High unemployment hinders the performance of packaged food

The retail channel and private label on the rise

Sustainability and social responsibility continue to gain weight

Healthy new releases and product reformulation drive agenda

Slow recovery of packaged food industry ahead

KEY TRENDS AND DEVELOPMENTS

High unemployment hinders recovery of packaged food market

Price-aware consumers propel value for money brands

Dairy industry commits to sustainability and ethical business practices

MasterChef: Home cooking is here to stay!

FOODSERVICE - KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 38 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 39 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 41 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

IMPULSE AND INDULGENCE PRODUCTS - KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 42 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 45 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 46 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 47 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 50 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 51 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS - KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 52 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 53 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 54 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 55 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 56 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 57 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 58 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 59 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 60 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 61 Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES - KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 62 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 64 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 65 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 66 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 67 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 71 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 72 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 73 Sales of Packaged Food by Category: Value 2009-2014
  • Table 74 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 75 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 76 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 77 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 78 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 79 Penetration of Private Label by Category: % Value 2009-2014
  • Table 80 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 81 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 82 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 83 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 84 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 85 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

SOURCES

  • Summary 13 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
          • Alfajores
          • 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
  • Products by Ingredient
  • 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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