Consumer tastes are expanding into speciality breads such as sourdough, spelt and savoury breads. Rising disposable incomes mean that Irish consumers seek more premium bread, but health remains the main driver when manufacturers develop new products and consumers make their choices.
Irish consumers are actively trying to reduce their sugar and salt intake as well as cut down on processed foods. This places bread, and sliced pan in particular, under the spotlight.
Baked goods in Ireland is affected by concerns about Brexit. With the vast majority of flour being imported from the UK, a hard Brexit could mean hefty price increases in bread due to the tariffs that bakers could face on flour, as well as on sugar and other essential ingredients.
While artisanal manufacturers and private label both increased their value shares over the review period, baked goods remained dominated by quite a number of strong brands. However, leading brands are under increasing pressure from both private label, which consumers no longer perceive as low quality, and the fact that packaged leavened bread, the largest category within baked goods, is seeing more competition and falling demand.
Slowing growth in packaged cakes in Ireland is due to consumers continuing to reduce their overall sugar intake. To retain consumers, manufacturers are launching products with lower sugar content.
New product developments help drive positive growth in mature baked goods. In 2019, Premier Foods Ireland launched poppadums, categorised under packaged flat bread.
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This industry report originates from Passport, our Packaged Food market research database.