The UK bakery and cereals market was dominated by bread and rolls,with the category holding 28.3%share in 2011,finds a report by Canadean–Food.
According to the report titled"Consumer Trends in the Bakery&Cereals Market in the UK,2011"cookies come next with 23.9%,followed by cereals with 18%,cakes,pastries&sweet pies at 12%,savory biscuits at 4%,energy bars at 3%,cereal bars at 2.8%,dough products at 0.7%,baking mixes at 0.5%.Baking ingredients holds the least market share of 0.3%.
From the wealth groups,affluent section contributed 44.8%to the market,followed by consumers with moderate income at 20.6%,while the highly affluent group figured at the bottom of the list with 4.9%.
Among the various age groups,those above 55 years were the major consumers,contributing 29.8%to the market,while at 9.7%,tweens and early teens were the least.
Female consumers had a marginal lead at 50.3%,but the urban dwellers swayed the market with 72.6%share as against the rural population.
Consumers with upper secondary level of education held 26%share of total market value,followed by post secondary-non tertiary level with 25.3%.Consumers with pre-primary education level held the lowest share,at 2.3%.
From the Busy Lives Group,consumers who have on average more than seven hours of leisure time per day contributed 40.6%,followed by those who have between one and three hours of leisure time per day,at 25%.Consumers with less than one hour of leisure time per day were the least at 6.1%.
The penetration of brands is the highest,especially with some of the products such as baking mixes,cereal bars,savory biscuits and morning goods holding more than 80%share,while from the private label category,only dough products crossed 40%.
From the trends that influence consumption,indulgence figured at the top with 28.3%,followed by better value for money,and personal space&time with 23.7%respectively,while technology uptake figured at the bottom with 1.2%.
