The principal British Bakeries brand is Hovis. Hovis used to be a dedicated wholemeal/wheatgerm brand but has now become the umbrella brand for most of the British Bakeries' products such that the old Granary brand, signifying a malted wheat bread, is now tagged as Hovis Granary. Hovis-branded products run with the strapline Get something good inside' The bakery category is the seventh largest in the UK grocery sector, and includes bread, rolls and bakery occasions.
Bread is the biggest and fastest growing category within bakery, consistently achieving 99% household penetration. Macro Level
The UK bread sector is worth over £3 Billion and accounts for about 6% of the total food market in the UK. Within this sector, the total wrapped bread market is worth more than £1.2 Billion and is growing by around 8% (Source: TNS Superpanel). White bread dominates the market with more than 70% of the share.
Value (£Million)Share %
Plant White branded59748.6
Plant Brown branded19315.7
Plant White Own-label14812.0
In-Store bakery white12410.1
Plant brown Own-label1098.8
In-Store bakery brown594.8
Total Wrapped Bread1,228100.0
UK Expenditure on Bread and Bakery Products by
Place of Purchase (£ and %), 2002/2003
The Federation of Bakers, a trade organisation that represents the interests of plant bakeries with a turnover of over £10 million, lists ten member companies operating 55...