The global bakery and cereals market is predicted to value $364bn by 2012. This expansion is being driven by fast growth markets such as China and India. The European and North American markets are now highly mature and low growth, and bakery and cereals have reached a level of saturation in many markets. To counter both this and the high levels of private label saturation, bakery and cereals manufacturers are attempting to differentiate their brands, especially in growth areas such as healthy and convenient bakery products. Ownership of a niche segment or proprietary ingredients is a key way bakery and cereals manufacturers can add value to their products and increase their market share. ‘Innovation and Market Drivers in Bakery and Cereals: Fast growth markets and strategies for adding value’ is a management report published by Business Insights that analyzes key trends in the bakery and cereals market and forecasts future growth opportunities. This report provides a detailed examination of the bakery and cereals market by region, category and maturity to provide unique insights into the factors shaping the market now and in the future. Key HighlightsThe largest category in the bakery and cereals market is bread and rolls, which reached $171bn in 2008. The bread and rolls segment, showed the slowest rate of growth. The key emerging bakery and cereals markets are China, Russia, Brazi, Mexico, Saudi Arabia, South Africa, Indonesia, Columbia, Chile and India. In the US, the number of people aged 65 and over is projected to increase from 39m in 2010 to 69m in 2030. About 20% of the total population will be over 65 in 2030, compared to about 13% currently. Personalized products have experienced a large growth since 2006. These products correspond to the individual taste of consumers incorporating their nutritional needs and personality.Use this report to...Improve the targeting and effectiveness of your NPD strategy using this report’s analysis of product launch data of 18,000 bakery and cereals products launched globally between 2005-2008. Predict future growth areas in bakery and cereals using this report's forecasts to 2012 of market values and volumes by category and sub-category. Gain insight into future opportunities in the bakery and cereals market and examine the most innovative product launches and potential areas of opportunity for manufacturers. Identify key trends that are shaping the bakery and cereals market, and examine the key drivers for the market to 2012 detailing key trends in demographics, Key issues...Impact of changing population profiles. The older population (aged 65 and over) provides a key opportunity for bakery and cereals manufacturers to address products which directly target the nutrient needs of older needs, as this population is increasing rapidly. Increase in Private Label products. The increase of private label in bakery and cereal products has increased the pressure for manufacturers to differentiate their brands, especially in growth areas such as healthy and convenient bakery products. NPD in bakery and cereals market. This market is still being dominated by health concerns, including increasing diabetes and obesity rates, particularly among children. The health trend is overlapping both indulgence and convenience trends as consumers drive innovation in healthy indulgent and healthy convenient products. The growth of Premiumization. In mature markets, where artisanal bakery takes a very low share, there is significant activity in very premium artisanal bakery - as more affluent consumers turn away from industrially produced bread and purchase high end bread as a treat, fostering a new wave of premiumization in in-store bakery as it tries to compete. Your questions answered...How can bakery and cereals manufacturers minimize the threat of private label brands' What were the most innovative new bakery and cereals products launched in the last year'How are leading

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Innovation and Market Drivers in Bakery and Cereals: Fast growth
markets and strategies for adding value
Published on May 2009
Report Summary
The global bakery and cereals market is predicted to value $364bn by 2012. This expansion is being driven by fast growth markets
such as China and India. The European and North American markets are now highly mature and low growth, and bakery and cereals
have reached a level of saturation in many markets. To counter both this and the high levels of private label saturation, bakery and
cereals manufacturers are attempting to differentiate their brands, especially in growth areas such as healthy and convenient bakery
products. Ownership of a niche segment or proprietary ingredients is a key way bakery and cereals manufacturers can add value to
their products and increase their market share.
‘Innovation and Market Drivers in Bakery and Cereals: Fast growth markets and strategies for adding value’ is a
management report published by Business Insights that analyzes key trends in the bakery and cereals market and forecasts future
growth opportunities. This report provides a detailed examination of the bakery and cereals market by region, category and maturity to
provide unique insights into the factors shaping the market now and in the future.
Key Highlights
The largest category in the bakery and cereals market is bread and rolls, which reached $171bn in 2008. The bread and rolls
segment, showed the slowest rate of growth.
The key emerging bakery and cereals markets are China, Russia, Brazi, Mexico, Saudi Arabia, South Africa, Indonesia, Columbia,
Chile and India.
In the US, the number of people aged 65 and over is projected to increase from 39m in 2010 to 69m in 2030. About 20% of the total
population will be over 65 in 2030, compared to about 13% currently.
Personalized products have experienced a large growth since 2006. These products correspond to the individual taste of consumers
incorporating their nutritional needs and personality.
Use this report to...Improve the targeting and effectiveness of your NPD strategy using this report’s analysis of product launch
data of 18,000 bakery and cereals products launched globally between 2005-2008. Predict future growth areas in bakery and cereals
using this report's forecasts to 2012 of market values and volumes by category and sub-category. Gain insight into future
opportunities in the bakery and cereals market and examine the most innovative product launches and potential areas of opportunity
for manufacturers. Identify key trends that are shaping the bakery and cereals market, and examine the key drivers for the market to
2012 detailing key trends in demographics, Key issues...
Impact of changing population profiles. The older population (aged 65 and over) provides a key opportunity for bakery and cereals
manufacturers to address products which directly target the nutrient needs of older needs, as this population is increasing rapidly.
Increase in Private Label products.
The increase of private label in bakery and cereal products has increased the pressure for manufacturers to differentiate their brands,
Innovation and Market Drivers in Bakery and Cereals: Fast growth markets and strategies for adding value Page 1/5

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especially in growth areas such as healthy and convenient bakery products.
NPD in bakery and cereals market. This market is still being dominated by health concerns, including increasing diabetes and obesity
rates, particularly among children. The health trend is overlapping both indulgence and convenience trends as consumers drive
innovation in healthy indulgent and healthy convenient products.
The growth of Premiumization. In mature markets, where artisanal bakery takes a very low share, there is significant activity in very
premium artisanal bakery - as more affluent consumers turn away from industrially produced bread and purchase high end bread as a
treat, fostering a new wave of premiumization in in-store bakery as it tries to compete.
Your questions answered...How can bakery and cereals manufacturers minimize the threat of private label brands' What were the
most innovative new bakery and cereals products launched in the last year'How are leading bakery and cereals manufacturers
reacting to ethical issues such as sustainability and recyclable packaging' Who are the key players in the bakery and cereals market' ;
What are the key trends likely to impact bakery and cereals NPD over the next three years' How can bakery and cereals
manufacturers position their products to reflect changing consumer demands'
Table of Content
Innovation and Market Drivers in Bakery and Cereals Executive summary Market drivers Emerging bakery and cereals markets
Innovation and NPD in bakery and cereals Key trends Chapter 1 Introduction The bakery and cereals market Scope of the report
Report structure Chapter 2 Market drivers Summary Introduction Increase in raw material prices Private label High levels of
disposable income Changes in working patterns Drive for personalization Legislation Article 13 Reduction of sugar, salt and fat
Nutritional labeling Ageing population Adding value Maturity and traditionalism Chapter 3 Emerging bakery and cereals markets
Summary Introduction Market value By category Bread and rolls Cakes and pastries Cookies Breakfast cereals Morning goods
Crackers By region Emerging markets Brand shares Chapter 4 Key trends Summary Introduction Health Weight management
Satiety Heart health Bone health and osteoporosis Oat based products Plant sterols and stanols Convenience Food intake reduction
or portion control Ethical Locally sourced food Ecofriendly packaging Indulgent Premiumization, upscale, gourmet Healthy indulgence,
“guilt free” indulgence Chocolate Superfruit Chapter 5 Innovation and NPD in bakery and cereals Summary
Introduction Growth of bakery and cereals NPD Category analysis Bakery snacks Bread Cakes mixes Cereals Cookies Crackers
Other baking mixes Pastries and baked products Regional analysis The key regions Innovative bakery and cereals Innovation in
formulation Unusual ingredients and flavors Differentiated texture combinations that enhance taste Personalized nutrition Energy
infused food Innovation in packaging Convenient packaging Shelf-life increasing packaging Eco-friendly packaging Innovation in
positioning Meal replacement positioning Kids Leading tags on bakery and cereals Leading flavors in bakery and cereals Chapter 6
Conclusions Summary Introduction Adding value Health Opportunities for ingredient manufacturers Indulgence Flavors
Personalization Finding the right strategy Index List of FiguresFigure 2.1: Factors driving the bakery and cereals market Figure 2.2:
U.S. and foreign wheat prices ($ per metric ton), 2003-2009 Figure 2.3: Bakery and cereals overall market and private label growth
(%) 2002-2007 Figure 2.4: EU retail spend as % of total consumer expenditure, 2002 & 2007 Figure 2.5: Nestlé Cereal product
Guideline Daily Amount (GDA) label Figure 2.6: Smart Choice logo Figure 2.7: Population aged 65 and over, US, m, 2000-2050
Figure 2.8: Adding value vs. cutting back strategies Figure 2.9: Growth areas in the bakery and cereals market Figure 3.10: Bakery
and cereals market value by category, ($m), 2004-2012 Figure 3.11: Bakery and cereals market value and CAGR by category, ($m),
2004-2012 Figure 3.12: Wholly Wholesome - Whole Grain Crumble Cake - Harvest Berry, 2008. Figure 3.13: Market value ($m) and
CAGR, by country, 2008 Figure 3.14: Linseed sliced bread, Bimbo S.A de C.V, 2007 Figure 3.15: Albany Superior - Bread - White
Low GI, 2008 Figure 4.16: Growth areas in the bakery and cereals market Figure 5.17: Percentage growth in bakery and cereals
launched, by category, 2005-2008 Figure 5.18: Share of bakery and cereals products launched globally, by category, 2005 and Figure
5.19: Level of innovation in products launched, by category, 2005-2008 Figure 5.20: Bimbo Bakeries US, 2006 Figure 5.21: 123
Naehrmittel GmbH , 2008 Figure 5.22: Ruth's Chia Goodness, 2007 Figure 5.23: Monkey Brains Oatmeal , Shrky LLC, 2008 Figure
5.24: Special K Crackers, Kellogg, 2008 Figure 5.25: Alixir Regularis Cracker, Barilla G. e R. F.lli S.p.A, 2008 Figure 5.26: Pizza mix,
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Bob's Red Mill Natural Foods, 2008 Figure 5.27: Frozen Dulce de Leche Roulade from the James Skinner Baking Company, 2008
Figure 5.28: Share of bakery and cereal products launched globally, by region, 2005-2008 Figure 5.29: Mary Louise Butters Brownie
Butts & Topinchen - Dr. Quendt 2008. Figure 5.30: Multi-textured chocolate bar, by Yamazaki Nabisco, 2008 Figure 5.31: Baker
Organic, US, 2007 Figure 5.32: Sturm Foods, 2007 Figure 5.33: Pie Oh My, LifeStream brand, 2007 Figure 5.34: Nestlé Buitoni and
Archers Farms Cereals, 2008 Figure 5.35: Eat Local, US Figure 5.36: Meal replacement by Asahi Food and Health, 2007 Figure 5.37:
Examples of products targeted at children, 2007 Figure 6.38: Me & Goji, 2008 List of TablesTable 2.1: US and foreign wheat prices
($ per metric ton), 2003-2009 Table 3.2: Bakery and cereals market value by category ($m), 2004-2012 Table 3.3: Value of the
bakery and cereals market in Europe and the US ($m), 2004-2012 Table 3.4: Market value ($m) and CAGR, by country, 2008 Table
3.5: Top 5 bakery and cereals companies in each region, market share, %, 2005 Table 5.6: Percentage of types of innovation within
innovative bakery and cereals, 2005-2008 Table 5.7: Top 20 product tags on new product packaging, % of all bakery and cereals
products launched, 2005-2008 Table 5.8: Top 20 product flavors on new product packaging, % of all bakery and cereals products
launched, 2005-2008
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