Consumer Trends - Bakery Products In Canada
InternationalMarketsBureauMARKET INDICATOR REPORT JANUARY 2013Consumer TrendsBakery Productsin CanadaSource: Shutterstock
Consumer TrendsBakery Products in Canada MARKET SNAPSHOT The bakery market in Canada, including frozen bakery anddesserts, registered total value sales of C 8.6 billion andtotal volume sales of 1.2 million tonnes in 2011. The bakerycategory was the second-largest segment in the totalpackaged food market in Canada, representing 17.6% ofvalue sales in 2011. However, the proportional sales of thiscategory, relative to other sub-categories, experienced aslight decline in each year over the 2006-2011 period. The Canadian bakery market saw fair value growth from2006 to 2011, but volume growth was rather stagnant. Inaddition, some sub-categories, such as sweet biscuits,experienced negative volume growth during the 2006-2011period. This stagnant volume growth is expected tocontinue over the 2011-2016 period. According to Euromonitor (2011), value growth during the2011-2016 period will likely be generated from increasingsales of high-value bakery products that offer nutritionalbenefits. Unit prices are expected to be stable for thisperiod, despite rising wheat prices. Innovation in the bakery market has become an importantsales driver in recent years, particularly for packaged/industrial bread, due to the increasing demand for bakeryproducts suitable for specific dietary needs, such asgluten-free (Euromonitor, 2011). INSIDE THIS ISSUEMarket Snapshot2Retail Sales3Market Share by Company6New Bakery ProductLaunches7New Bakery ProductExamples10New Frozen Bakery andDessert Product Launches12New Frozen Bakery andDessert Product Examples14Sources16Annex: Definitions16 The increasing demand for special dietary products can befound in innovation trends in the Canadian bakery market.For example, the major flour and starch ingredientsdiversified over the 2006-2012 period. There was anincreasing number of new products containing flour typesother than wheat (i.e. rice flour and chia flour) launchedduring this period. This trend was particularly significant forbiscuits and cookies. There were also higher numbers ofnew products in recent years claiming to contain ancientgrains such as chia and quinoa, to improve nutritional value.These ingredient names were also used in productbranding. Despite significant decreases in value and volumeconsumption, there were active introductions of newproducts within Canada’s frozen dessert market. Themajority of the new frozen bakery and frozen dessertlaunches were cakes, pastries, and sweet goods. The keyclaims for these segments focused on kosher andconvenience.Source: ShutterstockPAGE 2
RETAIL SALESRetail Sales Overview The total value sales of bakery products, including frozen bakery and desserts, reached C 8.6 billion in2011. This market expanded at a compound annual growth rate (CAGR) of 3.3% during the 2006-2011period. Total volume sales were slightly less than 1.2 million tonnes in 2011, with a CAGR of 1.4% overthe 2006-2011 period. The largest sub-category by value sales was bread, with total sales of C 3.5 billion, includingC 2.2 billion for packaged/industrial bread, C 1.2 billion for unpackaged/artisanal bread andC 73.1 million for bread substitutes such as crisp bread or snack bread. Over the 2006-2011 period, thebread sub-category expanded at a CAGR of 5% in value terms, and at a CAGR of 2.5% by volume. Thefrozen bakery category also showed strong growth with a CAGR of 5% during the 2006-2011 period,reaching total sales of C 253 million in 2011. By volume terms, most of the sub-categories in the Canadian bakery sector showed limited growthduring the 2006-2011 period. The major reason for this is the maturing market. Frozen dessertsexperienced declining sales both by value and volume from 2006 to 2011.Retail Sales Forecasts The bakery product market in Canada is expected to reach C 9.6 billion in value sales by 2016,expanding at a CAGR of 2.3% during the 2011-2016 period. In terms of volume growth, it is expected tobe stagnant at a CAGR of 1.4%. However, some sub-categories, including sweet biscuits, whichexperienced a volume decline over the 2006-2011 period, are expected to show a turnaround during the2011-2016 period, but value sales growth will likely remain stable. The unpackaged/artisanal bread category will continue to show relatively strong growth compared toother sub-categories. During the 2011-2016 period, this category is expected to show the largest growthboth in value and volume terms. This segment is expected to be a C 1.4 million market by 2016, with aCAGR of 3.7% from 2011 to 2016. Volume sales are forecast to reach 190,000 tonnes by 2016, with aCAGR of 2.5% over the same period. The frozen bakery segment is expected to have fair growth compared to other sub-categories, to reachtotal value sales of C 292.4 million, and volume sales of 27,300 tonnes, registering CAGRs of 2.5% invalue and 2.2% in volume, over the period. Frozen desserts will experience negative growth both byvalue and volume terms. Cakes, pastries and biscuits are expected to experience limited growth bothin value and volume terms during the 2011-2016 period.Source: ShutterstockPAGE 3
RETAIL SALES (continued)Canada’s Bakery Products, Market Size by Retail Value Sales(Historic/Forecast) in C 705.9759.8766.6804.91.5%1.2%Packaged/industrial nal 93.81,362.13.4%1.4%Packaged/industrial isanal 1,417.91,506.51.8%1.6%Savoury biscuits and crackers466.4537.9550.9596.12.9%2.1%Sweet .5-0.3%0.3%243.6263.1267.4281.81.5%1.4%Filled biscuits27.923.422.720.5-3.5%-2.6%Plain biscuits275.3319.9328.2358.33.0%2.3%Sandwich %1,093.41,197.81,227.41,340.31.8%2.3%Children's breakfast cereals247.0222.2223.7230.5-2.1%0.7%Family breakfast yBakery products totalBaked goodsBreadBread substitutesPackaged/industrial breadUnpackaged/artisanal breadCakesPastriesBiscuitsChocolate coated biscuitsCookiesBreakfast cerealsHot cerealsReady-to-eat cerealsFrozen bakeryFrozen dessertsSource Euromonitor International, 2012* CAGR: compound annual growth ratePAGE 4
RETAIL SALES (continued)Canada’s Bakery Products, Market Size by Retail Volume Sales(Historic/Forecast) in Thousands of 2.9%1.4%Packaged/industrial nal 0.3%0.3%Packaged/industrial l .0%0.8%Packaged/industrial al .00.0%0.7%Savoury biscuits and crackers49.152.152.553.71.2%0.6%Sweet -0.5%25.124.524.725.1-0.4%0.5%Filled biscuits3.22.52.42.1-4.5%-3.6%Plain biscuits30.632.333.035.91.1%2.1%Sandwich 18.5125.71.0%1.5%Frozen bakery20.924.525.227.33.2%2.2%Frozen desserts11.08.58.26.7-5.1%-4.6%CategoryBakery products totalBaked goodsBreadBread substitutesCakesPastriesBiscuitsChocolate coated biscuitsCookiesBreakfast cerealsHot cerealsReady-to-eat cerealsChildren's breakfast cerealsFamily breakfast cerealsSource Euromonitor International, 2012* CAGR: compound annual growth ratePAGE 5
MARKET SHARE BY COMPANY The major leading companies in the Canadian bakery market have stable and establishedsub-categories that support their sales and growth. For example, George Weston Ltd. has been the topmanufacturer in bread and bread substitute categories since 2006, with three major packaged breadbrands including Wonder Bread, D’Italiano and Country Harvest. In breakfast cereals, Kellogg CanadaInc. has represented the majority of the market, helping it maintain top position within the total bakerymarket. For biscuits, Kraft Foods Inc. maintained the top position, representing 42.5% of the total biscuitmarket in 2010*. George Weston Ltd. was the top player with 7.9% of the total bakery market in 2011. The companyremained in the leading position within the baked goods sub-category with a 12.7% share in 2010, andthe largest share in bread substitute products, representing 51% of the market in 2010*. George WestonLtd. is expected to be the major player within packaged/industrial bread during the 2011-2016 period. Kellogg Canada Inc. maintained the second position within the bakery product market, supported by thestrong sales of breakfast cereals. The company accounted for 7.6% of the total bakery market in 2011,and a 43% value share within the breakfast cereal sub-category in 2010. In terms of brand share,Kellogg’s Special K was the leading brand with a 12% share in the breakfast cereal market in 2010. According to Euromonitor (2011), Canada’s bakery market is becoming more fragmented as artisanalbakery manufacturers expand their activities. This trend was especially dominant within the bread, cakesand pastry sub-categories, of which artisanal bakery accounted for a 42% share. In addition, privatelabels showed strong performance during the 2006-2011 period.Canada’s Bakery Products, Market Share by Company - % of Retail Value Sales**CompaniesGeorge Weston Ltd.Kellogg Canada Inc.Maple Leaf Foods Inc.Kraft Foods Inc.General Mills Inc.Saputo Inc.PepsiCo Inc.Dare Foods Ltd.Ralcorp Holdings Inc.Campbell Soup Co.Associated British Foods Plc. (ABF)Hostess Brands Inc.Milano Foods & Biscuits Ltd.B & G Foods Inc.Sara Lee Corp.Interstate Bakeries Corp.Danone, GroupeArtisanalPrivate 0.20.10.029.215.512.0Source Euromonitor International, 2012*Note: The latest available market share data for all bakery sub-categories is 2010.**Note: The market share data is based on aggregate retail value for the bakery categories, excluding frozen bakery and desserts. The market share forfrozen bakery and desserts is not available.PAGE 6
NEW BAKERY PRODUCT LAUNCHES According to Mintel, there were 5,590 new bakery and frozen bakery products launched in Canadabetween January 2006 and August 2012, with the largest number of new products (1,167) coming tomarket in 2011. Traditionally, “novel” and “new variety/range extension” are the most popular launch types for bakeryproducts. For example, more than 90% of new products launched between 2006 and 2008 wereclassified as novel and new variety/range extension, while new packaging accounted for only 5.7%.Since 2009, an increasing number of products with new packaging were introduced in the market.Relaunches were most active from January 2012 to August 2012.New Bakery Products Launched in Canadafrom January 2006 to August 2012, by Year and Launch Type1,4001,2001,0008006004002000New productNew variety*New packagingRelaunchNew 14Aug/12YTD**2512481502019Source: Mintel, 2012* Note: New variety includes range extension. **YTD: year-to-dateNew Bakery Products Launchedin Canada from January 2006 toAugust 2012, by Top 10 CompaniesCompanyLoblawsSobeysKelloggGeneral MillsWal-MartKraftDare FoodsSafewayMetro BrandsWeston BakeriesSource: Mintel, 2012Number ofProducts43418815815314512411510410072Major Companies The bakery market in Canada is highly fragmented withmany players and products. While the top 10 companiesrepresented 28% of the new launches (1,593 newproducts), the other 938 companies introduced 3,397 newproducts (72%) during the 2006-2012 period. For all product categories, Loblaws had the most launcheswith 434 products, accounting for 7.8% of new launchesbetween 2006 and 2012. Loblaws had the most launcheswithin the sweet biscuits/cookies category with 112products, followed by cakes, pastries and sweet goodswith 92. For the bread and bread products category, WestonBakeries and Loblaws had the most new launches with 71products each. Kellogg had the most new launches in coldcereals with 133 products.PAGE 7
NEW BAKERY PRODUCT LAUNCHES (continued)Major Categories The sweet biscuit and cookies category was the most active for new product launches. There were1,530 new sweet biscuits and cookies launched between 2006 and 2012. The cakes, pastries andsweet goods category followed with 1,017 new products. While most of the categories showed agrowing number of new launches, cold cereals, savoury biscuits and crackers experienced a slight dropin new launches in 2011.New Bakery Products Launched in Canada from January 2006 to August 2012, by Product 01,0 17903656650466240Sweetbiscuits andcookiesCakes,pastriesand sweetgoods128Savoury Other frozen Hot cerealsBakingBread and Cold cerealsingredients biscuits and dessertsbreadcrackersand mixesproductsSource: Mintel, 2012New Bakery Products Launchedin Canada from January 2006 toJuly 2012 by Top 15 ClaimsClaimsNumber ofProductsKosherLow/no/reduced trans fatNo additives/preservativesEnviro. friendly packageWholegrainLow/no/reduced fatLow/no/reduced allergenOrganicHigh/added fiberAll natural productLow/no/reduced saturated fatLow/no/reduced cholesterolGluten-freeMicrowaveableChildren 56222Major Claims The product claims for new bakery products focus ondietary suitability, natural ingredients and low/no/reducedelements. Throughout the 2006-2012 period, kosher was the mostpopular claim, appearing on 1,724 products. This claimwas particularly common within baking ingredients andmixes, sweet desserts, including cakes, pastries, sweetgoods, sweet biscuits and cookies, and frozen desserts. The next most common claim was low/no/reduced transfat with 1,178 products. This claim appeared most oftenon savoury biscuits and crackers. As the number of new products with new packagingincreased, so did the number of new products claiming tohave environmentally friendly packaging. During the 2008to 2010 period, the number of new products claimingenvironmentally friendly packaging doubled every year.Source: Mintel, 2012PAGE 8
NEW BAKERY PRODUCT LAUNCHES (continued)Flavours For most bakery product categories, the mostcommon flavour was unflavoured/plain. For sweetbakery products, including cakes, pastries, frozendesserts, sweet biscuits and cookies, chocolateand chocolate varieties were the most popularflavours.Ingredients While many products use blends of multiple flourtypes, wheat flour was the most common flouringredient used in 2,400 products, including1,909 products with regular wheat flour, 330products with whole wheat flour, and 160products using other various types of wheatflours. Since 2009, an increasing number of bakeryproducts claimed to have rice flour. Of 290products with rice flour launched during the2006-2012 period, 40% were cold cereals (116products), 22% were sweet biscuit/cookies (65),and 12.8% were cakes, pastries and sweet goods(37). Among the 290 products, 29% (85) weregluten-free. Globally, there were many new bakery productsdeveloped or reformulated to increase nutritionalvalue using innovative alternative grain, flour andstarch ingredients such as chia and quinoa. Eventhough there were limited new bakery productsavailable with chia (21) and quinoa (10) inCanada, more with these ingredients have beenintroduced in the market in recent years,especially, for cereals, biscuits and cookies.Milton’s Smart Seeds Crispy Snacksclaim to have toasted chia seed, (whichis known as an ancient super food) andto be high in fibre. This product waslaunched in August 2012.Source: Mintel, 2012Cie’s Ameriks’ Gogo QuinoaChocolate Chip Quinoa Cookies arefree from wheat and gluten. Theseorganic cookies are suitable forvegans. This product was launchedin April 2011.Source: Mintel, 2012New Bakery Products Launched in Canadafrom January 2006 - August 2012,by Sub-category* and FlavourSubNumber ofFlavourscategoryProductsChocolate ilk chocolate65andDark chocolate58cookiesVanilla (including44bourbon/Madagascar)Chocolate Blueberry54and adGarlic25andCinnamon and raisin18breadCheese 02Honey28ColdHoney and colate (unspecified)101Bakingingredients Vanilla (including26andbourbon/Madagascar)mixesDark chocolate14Milk chocolate12Unflavoured/plain147SavouryCheddar cheese25biscuitsVegetable21andSesame (unspecified)15crackersCheese (unspecified)13Chocolate Vanilla d/plain62Apple and cinnamon19Hot cereals Maple and brown sugar15Peaches and cream7Multiple flavour5Source: Mintel, 2012 *Note: Mintel does not code frozen bakery in its ownseparate category, so new frozen bakery products are included here, asapplicable (i.e. frozen garlic bread is under bread and bread products).PAGE 9
NEW BAKERY PRODUCT EXAMPLESThe following are some examples of the new bakery products launched in Canada betweenJanuary 2012 and August 2012, from the Mintel Global New Products Database (2012).Sundried Tomato Basil English MuffinsCompany: Oakrun Farm BakeryBrand: Oakrun Farm BakerySub-Category: Bread and bread productLaunch Type: New variety/range extensionPrice (C ): 2.00Packaging: Flexible, plasticDate Published: August 2012Position Claims: Low/no/reduced cholesterol, kosher, low/no/reduced fat, low/no/reduced trans fat, low/no/reducedsaturated fatIngredients: Flour (enriched), waters, yeast, sundried tomato (sulfites), glucose fructose syrup, tomato basil paste,tomato paste, (parmesan cheese, dried romano cheese (modified), salt, food enzymes, celluloses), low erucic acidrapeseed oil, garlic, basil, salt, modified starches, tomato powder, soybean oil, corn oil, spices, silicon dioxide, potassiumsorbate, citric acid (food acids), natural flavouring substance, corn flours, maize meals, malt, barley flour, gluten,vinegars, soybean oil, calcium propionate, vegetable mono and diglycerides, calcium dihydrogen phosphate, fumaricacid (food acids), diacetyl carbonate, calcium silicate, calcium sulfate, amylases, xylanaseProduct Description: Oakrun Farm Bakery Sundried Tomato Basil English Muffins are low in fat and saturated fat andare free from cholesterol and trans fat. This kosher-certified product claims to be perfect for sandwiches, snacks,hamburgers, and mini pizzas, among others. It retails in a 340 gram pack.Mango & Coconut TemptationsCompany: LoblawsPrice (C ): 2.99Brand: President’s ChoicePackaging: Plastic (unspecified)Sub-Category: Sweet biscuits and cookiesDate Published: June 2012Launch Type: New variety/range extensionPosition Claims: No additives/preservatives, kosher, environmentally friendly packageIngredients: Wheat flour (enriched), butter, icing sugar, white sugar, mango filling (white sugar, glucose fructose syrup,sorbitols, mango puree), waters, pectins, natural flavouring substance, salts (E331), natural colour, citric acid (foodacids), polydimethylsiloxane, toasted coconut, palm oil (modified), palm kernel oil (modified), dairy products (excludingcheese, modified), corn starch, dried eggs (whole, dry), ammonium hydrogen carbonate, sodium hydrogen carbonate,citric acid (food acids), salt, lecithin, natural colourProduct Description: President's Choice Mango & Coconut Temptations are described as crunchy cookies made withcreamery butter, real mango purée and shredded toasted coconut. This kosher product contains no artificial flavours, andretails in a 350 gram recycled pack.Chunky Chip CookiesCompany: Voortman CookiesBrand: VoortmanSub-Category: Sweet biscuits and cookiesPosition Claims: Kosher, low/no/reduced fatLaunch Type: New formulationPrice (C ): 2.69Packaging: Flexible, plasticDate Published: May 2012Ingredients: Wheat flour (enriched), chocolate chips (cocoa liquor, white sugar, lecithin, vanilla), white sugar, vegetableoils (low erucic acid rapeseed oil, soybean oil, palm oil (modified), palm kernel oil (modified), sunflower seed oil), glucosefructose syrup, sodium hydrogen carbonate, salt, dried eggs (whole), ammonium hydrogen carbonate, natural andartificial flavouring, whey powder, colourProduct Description: Voortman Chunky Chip Cookies are available with an improved formula. This kosher-certifiedproduct contains zero trans fat, and retails in a 400 gram pack.Source for all: Mintel, 2012PAGE 10
NEW BAKERY PRODUCT EXAMPLES (continued)Low Fat GranolaPrice (C ): 2.97Company: KelloggPackaging: Flexible, plasticBrand: Kellogg’s Special KDate Published: August 2012Sub-Category: Cold cerealsLaunch Type: New variety/range extensionPosition Claims: Kosher, low/no/reduced fat, low/no/reduced trans fat, wholegrain, environmentallyfriendly package, slimmingIngredients: Oats (wholegrain), white sugar, glucose syrup, oat bran, rice, honey, modified starches, soy grits,molasses, dextrin, natural flavouring substance, corn flours, gum arabic, salt, soybean proteins, oat fibre (dehulled,source of dietary fibre), cane sugar (evaporated), malt (corn flours, barley malt extract), sesame flour, colour, distilledmonoglycerides, butylated hydroxytoluene, micronutrients (iron, niacinamide, calcium pantothenate, zinc oxide, thiaminehydrochloride, pyridoxine hydrochloride, folic acid)Product Description: Kellogg's Special K Low Fat Granola contains fibre and whole grains, and has 50% less fat perserving than the leading granola. It is a source of eight essential nutrients and iron, provides 32 grams of wholegrain perportion, and is trans fat free. This kosher product retails in a 553 gram pack, which is made from 100% recycled paperfibres.Cinnamon and Brown Sugar Bread Pudding & MoreCompany: MeMeMeBrand: Marcy’sSub-Category: Baking ingredients and mixesLaunch Type: New productPackaging: Flexible stand-up pouch, metalized filmPrice (C ): 4.19Packaging: Plastic (unspecified)Date Published: August 2012Position Claims: microwaveableIngredients: Calabrese bread (wheat flour-enriched, water, salt, yeast, barley malt flour (malted), alpha-amylase, vitaminC-food acids), white sugar, raisins (raisins, vegetable oils), low erucic acid rapeseed oil, spices, saltProduct Description: Marcy's Cinnamon and Brown Sugar Bread Pudding & More is microwaveable. This product ismade with natural ingredients and retails in a 250 gram pack that features two recipes on the back: a traditional one, andsummer berry bread pudding variation.Organic Multigrain CrackersCompany: PartnersBrand: Partners Blue Star FarmsSub-Category: Savoury biscuits and crackersLaunch Type: New variety/range extensionPrice (C ): 4.79Packaging: Flexible, plasticDate Published: February 2012Position Claims: Low/no/reduced trans fat, environmentally friendly package, environmentally friendly product, organic,kosher, wholegrainIngredients: Flour (organic, unbleached), butter milk (organic), low erucic acid rapeseed oil (organic), whole wheat flour(organic), corn flours (wholegrain, organic), cane sugar (organic, evaporated), amaranth flour (wholegrain, organic),quinoa flour (wholegrain, organic), linseed (meal, organic), water, sea salts, sodium hydrogen carbonate, kosher saltProduct Description: Partners Blue Star Farms Organic Multigrain Crackers are stone ground and made with flax,quinoa, and amaranth. The organic- and kosher-certified product contains no hydrogenated oils and retails in a 142 gramrecyclable pack. The company is committed to recycling and sustainable forestry practices, and 100% of the electricityused in production comes from green power sources.Source for all: Mintel, 2012PAGE 11
NEW FROZEN BAKERY AND DESSERT PRODUCT LAUNCHES According to Mintel, there were 608 new frozen bakery and frozen dessert products launched betweenJanuary 2006 and August 2012 in Canada. Of the 608 products, 315 were classified as novel (51.8%),238 were new variety/range extensions (39.1%) and 40 featured new packaging (6.6%). The largestnumber of new launches with 135 products occurred in 2011. During the January 2012-August 2012period, the number of new launches for frozen bakery and frozen dessert decreased by approximately42% compared to the same eight-month period in 2011. By sub-category, frozen desserts had the largest number of new launches with 234 products (38.5%),followed by cakes, pastries, and sweet goods with 217 products (35.7%). There were also 85 bread andbread products (14%), 59 baking ingredients and mixes (9.7%),10 sweet biscuits and cookies (1.6%)and 3 hot cereals (0.5%) launched.New Frozen Bakery Products Launched in Canadafrom January 2006 to August 2012, by Launch Type160140120100806040200N ew product164746396570Aug/12YTD **32N ew variety*32342539415017N ew packaging03738145N ew formulation6113111R elaunch0000001200 620072008200920102011Source: Mintel, 2012. *New variety includes range extension. **YTD: year-to-dateNew Frozen Bakery Products Launchedin Canada from January 2006 toJuly 2012 by Top 10 ClaimsClaimsKosherLow/no/reduced trans fatLow/no/reduced allergenNo additives/preservativesMicrowavableEase of useGluten-freeWholegrainEnviro. friendly packageAll natural productNumber ofProducts148767371705248424037Major Claims The most popular claim for frozen bakery and dessertswas kosher, appearing on 148 products. The next waslow/no/reduced trans fat, appearing on 76 products.Other common claims were low/no/reduced allergen(71 products), no additives/preservatives (71) andmicrowaveable (70). Ease of use was the most popular claim for bakingingredients and mixes. For frozen cakes, pastries, andsweet goods, microwaveable was the most commonconvenience-oriented claim, appearing on 45 products.Source: Mintel, 2012PAGE 12
NEW FROZEN BAKERY AND DESSERT PRODUCT LAUNCHES(continued)Major Companies There were 167 companies introducingfrozen bakery and frozen dessert productsbetween January 2006 and August 2012. For the total category, Loblaws had thehighest number of new launches with 67products (11%). M&M Meat Shops was thenext with 36 products (5.9%), followed bySobeys with 35 products (5.8%).Flavours There were 231 flavours for new frozenbakery and dessert products launchedbetween January 2006 and August 2012.The most common flavour in this categorywas unflavoured/plain with 90 products,followed by chocolate (77 products), andblueberry (21). Other common flavours wereapple with 15 products, and tiramisuwith 14.Loblaw’s S’moresCream Pie is a readyto serve frozen dessert,launched in June 2012.Source: Mintel, 2012New Frozen Bakery Products Launched in Canadafrom January 2006 to August 2012,by Sub-category and Top 5 weetgoodsNumber ofProductsLoblaws35Sobeys18M&M Meat Shops14Elite Sweets14Turtle Mountain11Loblaws21M&M Meat Shops17Vitalicious14Sobeys14Wal-Mart9Kim & Scott's Gourmet Pretzel8BreadandbreadproductsCompanyNature's Path FoodsLoblawsRubicon Food ProductsLa Brea BakeryGeneral MillsBakingBonté FoodsingredientsKokopelli KitchenandGlutenFreeda'smixesCanada BreadFraser Valley GourmetSweetQuejo's CheesebunsbiscuitsUdi's Gluten Free FoodsandM&M Meat ShopscookiesLoackerLoblawsHotcerealsLes Plats du Chef7644964443321121Source: Mintel, 2012Compliments’ TartShells (by Sobeys)can be used for anytype of sweet orsavoury tarts. Theproduct was launchedin June 2011.Source: Mintel, 2012M&M Meat Shops’Lemonicious LemonSquare is a frozen dessertmade with tangy lemonfilling on butter shortbreadcrust, launched inNovember 2011.Source: Mintel, 2012PAGE 13
NEW FROZEN BAKERY AND DESSERT PRODUCT EXAMPLESThe following are some examples of the new frozen bakery and dessert products launched in Canadabetween January 2012 and August 2012, from the Mintel Global New Products Database (2012).Chocolate Chip Lava CookiesPrice (C ): 9.89Company: Chudleigh’sPackaging: FlexibleBrand: Chudleigh’s Delicious RewardsDate Published: July 2012Sub-Category: Cakes, pastries and sweet goodsLaunch Type: New productPosition Claims: Microwaveable, ease of use, social mediaIngredients: Wheat flour (enriched), white sugar, chocolate cream (white sugar, soybean, palm oil, palm kernel oil),alkaline cocoa (processed, potassium carbonates, lecithin, salt, natural flavouring substance), salted butter, vegetablefats (palm oil, soybean, palm oil (modified)), liquid eggs (whole), chocolate (white sugar, cocoa liquor, dextroseanhydrous, cocoa fat, lecithin, vanilla extract), black strap molasses, salt, natural flavouring substance (natural), sodiumhydrogen carbonateProduct Description: Chudleigh's Delicious Rewards Chocolate Chip Lava Cookies are fully baked. This soft, butterychocolate chip cookie can be microwaved for 45 seconds, oven-
RETAIL SALES Retail Sales Overview The total value sales of bakery products, including frozen bakery and desserts, reached C 8.6 billion in 2011. This market expanded at a compound annual growth rate (CAGR) of 3.3% during the 2006-2011 period. Total volume sales were slightly less than 1.2 million tonnes in 2011, with a CAGR of 1.4% over
Figure 11: Bakery functionality in NES 16 Figure 12: Bakery Management Style in NES 16 Figure 13: Bakery Machines in NES 17 Figure 14: Bakery Production in NES 18 Figure 15: Bakery Functionality Rate in NES 18 Figure 16: Bakery Support Needs in NES 19 Figure 17: Bread Availability in NES 19 Figure 18: Subsidized Bread in NES 20
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