Scottish Grocer & Convenience Retailer

Bread and bakery

Scots buy more bread

SCOTTISH shoppers make on average two trips a week to buy bread products which is 10 more trips over the course of the year than the typical GB shopper.  
This is revealed in the latest focus on take home bakery report for Kantar Worldpanel.

Wrapped bread and rolls account for 93% of spend in the bread and bakery category within the independent and symbol channel in Scotland, according to research from Kantar Worldpanel.

And it says Scottish shoppers spend £150 annually, which is £4 more than GB shoppers.
What we buy in Scotland is also a bit different, with rolls accounting for 24% of our spend compared to 18% across GB.
The report says: “Within the independent and symbol channel in Scotland, wrapped bread and rolls account for 93% of spend in this category and continues to grow.  
“Over the last year we’ve seen an increase in shoppers buying their rolls here making it a key destination category in store.”

• Referring to Nielsen research, Allied Bakeries values the UK bakery market at £2.5bn and says it is a key driver for footfall.
Category director Zoe Taphouse said: “It is the number one reason why people visit convenience stores . Bakery is worth £307m annually to impulse retailers.”
Taphouse added that the new look Kingsmill range is to be supported by a £10m advertising campaign  in 2017.
She said: “The rebrand has been rolled out across the full range and is designed to evoke the simple pleasures.”

• The overall in-store bakery market has been flat for the past year with a slight decline in bread, according to Country Choice.
However, it reports that rolls, speciality loaves and artisan products have seen significant growth.
Head of marketing Stephen Clifford said: “Gluten free and ‘free from’ products continue to grow albeit off a low base. The segment is not dependent wholly upon gluten intolerant consumers.”

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