Executive Summary

Dec 2018
PROSPECTS
Volume growth driving value sales growth

Value sales growth within baked goods in 2018 was greater than both the value growth observed in 2017, as well as the review period CAGR, and while increasing premiumisation trends helped drive this, increasing price competition in supermarkets countered this somewhat. However, value growth in 2018 highlighted increasing per capita consumption within baked goods in 2018 as the key driver behind the growth.

Supermarket pricing placing strain on growth in packaged leavened bread

Packaged leavened bread continues to hold the largest value share within baked goods in New Zealand in 2018, and a loaf of bread is considered a staple household foodstuff item for New Zealand households. As such, both major supermarket companies, Foodstuffs (NZ) Ltd and Progressive Enterprises Ltd, offer NZD1 loaves of white bread under their private label lines as a foot traffic driver – a strategy that has been in place since the beginning of the review period.

Craft trends beginning to influence baked goods

While craft trends have long been prominent in drinks markets, such as alcoholic drinks and non-alcoholic drinks, as well as some dairy categories, baked goods has largely been dominated by packaged products, which while possessing some focus on flavour and product quality, have tended to be mass produced and targeted toward convenience trends. Changes in consumer preferences toward more premium-orientated and artisanal products has led to strong CAGRs over the review period in unpackaged products, particularly unpackaged leavened bread, which lends itself well to artisanal preferences.

COMPETITIVE LANDSCAPE
Goodman Fielder continues to lead

Goodman Fielder New Zealand Ltd continued to lead baked goods in 2018 with a strong brand portfolio including Quality Baker's, Nature's Fresh, Vogel's, Freya's and Ernest Adams, all of which enjoy strong brand recognition among New Zealand consumers. The company announced in 2018 that its Molenberg brand would become the first stand-alone sponsor of the Black Ferns and Black Ferns Sevens rugby teams.

George Weston Foods holds second place

Baked goods remained an effective duopoly in New Zealand in 2018, with George Weston Foods holding second placed behind Goodman Fielder. The company is present in baked goods through its Tip Top, Bürgen, Ploughman's, Golden and Ryvita brands, all of which enjoy strong brand recognition and affinity among New Zealand consumers.

Private label share increases, but pressure felt by suppliers

The competitive dynamics at play in baked goods in New Zealand continued to intrigue in 2018. Both Goodman Fielder and George Weston Foods were the two leading branded players, and were also the leading suppliers to private label in baked goods.

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Baked Goods in New Zealand

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baked goods industry in New Zealand 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 Baked goods industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baked goods in New Zealand 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 Baked goods in New Zealand?
  • What are the major brands in New Zealand?
  • 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.

Baked Goods in New Zealand - Category analysis

HEADLINES

PROSPECTS

Volume growth driving value sales growth
Supermarket pricing placing strain on growth in packaged leavened bread
Craft trends beginning to influence baked goods

COMPETITIVE LANDSCAPE

Goodman Fielder continues to lead
George Weston Foods holds second place
Private label share increases, but pressure felt by suppliers

CATEGORY DATA

Table 1 Sales of Baked Goods by Category: Volume 2013-2018
Table 2 Sales of Baked Goods by Category: Value 2013-2018
Table 3 Sales of Baked Goods by Category: % Volume Growth 2013-2018
Table 4 Sales of Baked Goods by Category: % Value Growth 2013-2018
Table 5 Sales of Pastries by Type: % Value 2013-2018
Table 6 NBO Company Shares of Baked Goods: % Value 2014-2018
Table 7 LBN Brand Shares of Baked Goods: % Value 2015-2018
Table 8 Distribution of Baked Goods by Format: % Value 2013-2018
Table 9 Forecast Sales of Baked Goods by Category: Volume 2018-2023
Table 10 Forecast Sales of Baked Goods by Category: Value 2018-2023
Table 11 Forecast Sales of Baked Goods by Category: % Volume Growth 2018-2023
Table 12 Forecast Sales of Baked Goods by Category: % Value Growth 2018-2023

Packaged Food in New Zealand - Industry Overview

EXECUTIVE SUMMARY

Three key trends in packaged food
Innovation drives value growth
Private label refresh from both major supermarket chains
Supermarkets maintain their stronghold
Future economic uncertainty clouds performance forecasts

FOODSERVICE

Sales to Foodservice
Stable growth continues
Plain noodles continues to lead
Goodman Fielder continues to lead
Consumer Foodservice
Uber Eats having a disrupter effect
Post-Lions tour hangover
Health and wellness key driver behind growth
Category Data
Table 13 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2013-2018
Table 18 Sales of Packaged Food by Category: Value 2013-2018
Table 19 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 20 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 21 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 23 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 24 Penetration of Private Label by Category: % Value 2013-2018
Table 25 Distribution of Packaged Food by Format: % Value 2013-2018
Table 26 Distribution of Packaged Food by Format and Category: % Value 2018
Table 27 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources