Bread category defines groceryretail loyalty Reep, the data and insightsbusiness, recently concluded anextensive study of customershopping habits in the breadcategory across the five principalgrocery retailers in the Irishmarket between October 2015and January 2016. Of 4,140 customers surveyed,

Reep identified 2,191 regularshoppers who spend at least 50%of their gro cery outlay with oneparticular retailer. Reepcategorised these customers asloyalists and studied theirbehaviour with respect to the

With exclusiveresearch from ReepRewards illustratingwhich of Ireland’smajor retailers ismost successful inensuring shoppersstay loyal to theirbread ranges, as wellas a comprehensivelook at the newinnovations nowavailable on themarket, read on tofind out more abouthow your breadcategory can makesome serious dough!

Loaf you dough much!

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Cuisine de France FP Trade Advert Rustic Range SHELFLIFE 340x240mm Jan16 ROI FINAL.pdf 1 02/02/2016 15:35

bread category. While these loyal customers

typically concentrated themajority of their bread spendwith one retailer, it is also clearthat these customers are pleasedto purchase bread at otherretailers. The degree of variationbe tween the amount spent at thefavoured retailer and with otherretailers is an indication ofleakage.

Reep’s data indicates that ofevery €100 spent in the breadcategory by Supervalu loyalists,an impressive €79 is retained bySupervalu, with €21 spent acrossthe other retailers in varyingamounts. Other retailers did notfare so well during the period inquestion. For example, Tescoretains some €70 with €30 beingspent by their loyalists in thebread category outside of Tesco.Other retailers exhibited a lowerdegree of loyalty still, with Aldiscoring lowest at just €63 out ofevery hundred euros spent byAldi loyalists.

Loyalty and spend Reep considered three breadsubcategories; white, brown andother. At this level the loyaltystory is similar, but there aresome telling variations.

White bread Representing some 60% ofcategory spend, white breadscored well across the three

supermarket multiples comparedto the two discounters. Retentionamongst loyal customers atDunnes, Supervalu and Tescowas €70+, compared to just €60for the two discounters.

Brown bread The results for brown bread werequite different. While Supervaluagain displayed a low degree ofleakage, Lidl loyalists also appearto stay loyal for this subcategory.Dunnes loyal customers do notappear to rate the brown breadoffered at Dunnes, spending just€39 with this retailer out of every€100 spent by these custom ers inthis subcategory.

Dunnes loyal customers do notappear overly biased towardseither of the other four retailers.During the period under reviewthey purchased brown breadrelatively equally across the otherfour retailers. Quite why Dunnesscored so low for this onesubcategory was a surprise fromthe research.

Other bread This subcategory representsapproximately 20% of categoryspend and consists of all otherbreads including pitta, rolls,bagels and wraps. Here, bothDunnes and Supervalu display asuperior level of retention fromtheir loyal shoppers.

Say bonjour to new ranges! Cuisine de France says it isextremely excited to bring to themarket its new premium LeParisien Rustique and DemiRustique. The new Rustiquerange offers beautifully craftedauthentic French breads whichhave been stone-baked. TheParisien baguette comes in a 3/4length glassine bag allowing formaximum visual appeal on theCuisine de France fixtures.

With 50% of consumers willingto pay more for baked goodswhich only contain naturalingredients, as with all thecompany’s French breads, itsbakers have carefully selectedthe finest French flour.Furthermore they have beenpatient and kind to this doughallowing for the greatest flavoursto develop, giving an intenseauthentic French bread taste. Thebake is centred around the slowkneading and handling of thedough and a long provingprocess, so when baked in-storeit achieves a light open texturedcrumb, contrasted beautifullywith a crispy golden crust.

The new Le Parisien Rustique isideal for bringing bread loverstogether, tear and share, butter

or don’t, pair with a bowl of soupor just have it on its own. Forthose who don’t wish to share, fillthe Demi Rustique with deliciousfillings, creating the prefectsandwich!

Knowing that 29% ofconsumers are looking forflavoured breads, Cuisine deFrance also has a brand newrange of Speciality Rolls which itis delighted to launch. First tomarket in this range is the SpeltRoll. Spelt flour is an ancientflour known for its lower glutenand higher dietary fibre contentscompared to wheat flour. This isan ideal roll for those who arenow looking to consume lessgluten in their diets.

Next in this range is theMéditerrané Roll which is packedfull of all the authenticMediterranean flavours; oliveoil, red peppers and oreganotopped with sesame andpoppy seeds to add texture

to this ideal sandwich carrier.Completing the range will be theHerb Roll, with a slowfermentation process which givesthe bread a well-developedflavour offset with fresh olive oiland oregano. With greater choiceand something to suit everyone,the company is confident this willmake your Cuisine de France in-store bakery a destination forshoppers. #vivalesdifference

Ongoing investment in qualityWhen Joseph Brennan firstbegan baking the now legendaryBrennans Family Pan nearly halfa century ago he could neverhave

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Paul Guy, chief marketing officer, Reep Rewards

Cuisine de France’s SpeltRoll is an ideal choice forthose who want to consumeless gluten in their diets

Cuisine de France is confident that the varietyof its range makes Cuisine de France in-storebakeries a destination for shoppers

The Cuisine de FranceRustique range offersbeautifully crafted authenticFrench breads which havebeen stone-baked

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47ShelfLife February 2016 CATEGORY FOCUS BREAD

predicted that the instantlydistinctive bright yellowBrennans’ bread vans would oneday be seen travelling the lengthand breadth of the country daily.

Operating out of that firstsmall bakery in Dublin’s FumballyLane, Brennans quickly became afirm family favourite across thenation noted for its fresh, qualitybread.

Now, nearly 50 years later,Brennans’ bakery is located inWalkinstown Dublin and stillholds true to its three corepillars; a commitment to qualityproducts, a distinctive brand anda strong distribution network.

Wax paper wrapped foroptimum freshness, Brennans isthe most popular bread inIreland. This marketplaceposition is due, in no smallmeasure, to Brennans’commitment to ongoinginvestment in product quality,variety and continuousinnovation.

New product development iskey for the Brennans brand,offering adiverse range ofbreads to suitthe moderntastes andlifestyle needsof theirconsumers.Through thelaunch of newproducts suchas Brennans BeGoodWholemeal - apremium quality,great tasting,high in fibre, lowcalorie bread and

Brennans Be Good White – highin fibre, low calorie bread – thecompany has succeeded inbringing some additional growthback into the category over thelast six months.

Brennans has also recently re-launched its Weight Watchersrange including a new variantcalled Wholemeal MultiseedBread. All of the breads in theWeight Watchers range –

including its White Bread arehigh in fibre and are only threeSmart Points for two slices. Aswell as this, Brennans haslaunched a new Gluten Freebread called ‘It’s Good, It’s Tasty,It’s Gluten Free Brown Bread’and has received very positivefeedback from its consumers.

Gain with grains!Johnston Mooney & O’Brien hasintroduced a new healthy breadrange called Great Grains, whichfurther expands andcompliments the company’scurrent range of 400g breads onoffer. The Great Grains rangecelebrates seeds, ancient grainsand delivers strong benefits thataim to improve the customer’slifestyle. The new range consistsof two varieties; Ancient Grainsand Seeded Hi-Fibre, both ofwhich are high in fibre and richin flavour whilst providing agood source of Vitamin D andprotein.

Ancient Grains offers a specialmix of heritage wholegrains thathave been planted andharvested the same way forthousands of years. The tastyblend of Spelt, Emmer andEinkorn is a healthy choice witha distinct flavour that is full ofnutrients and high in fibre. It’sthe wholegrain wholesome wayback to nature.

Seeded Hi-Fibre is a clever mixof grains that contains thenutritious goodness to keep yougoing throughout your busy day.The tasty blended mix ofpumpkin, sunflower, linseed andwholesome oats is a greathealthy and hearty choice. Highin fibre, it has a gloriously deeprich flavour and a nutty texture.

The Great Grains range meetsthe growing demand fromhealth-conscious shoppers fornew excitement and variety inthe bread category. Theseproducts are ideal for consumerslooking to a healthy balancedlifestyle but who don’t want tocompromise on taste. �

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n Patrick McCloskey,president of the Flour,Confectioners andBakers Associationhas said that withmore than 13,000people beingemployed by the Irishbread industry andwith sales of breadsales in Irelandamounting to morethan €85m each year,bread is an importantpart of the country’seconomy

n 29% of consumers arelooking for flavouredbreads*

n 50% of consumers arewilling to pay morefor baked goodswhich only containnatural ingredients*

n According to bakeryresearch, conductedin June 2014 by BordBia, Irish consumersexpressed interest inknowing more about:

• Health benefits ofingredients (56%)• Reasons whyingredients are added tobread (41%)• Guidelines on howmuch bread we shouldeat (44%)• New ideas on how tominimise bread waste(38%)• Actual process ofbaking bread (22%)*(Source: Cuisine de France)

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Johnston Mooney & O’Brien’s Seeded Hi-Fibre contains thenutritious goodness needed to keep you going throughoutyour busy day

Ancient Grains from Johnston Mooney & O’Brien offers aspecial mix of heritage wholegrains that have been plantedand harvested the same way for thousands of years

The new Gluten Free bread from Brennans hasreceived very positive feedback from consumers

All the breads in the Brennans Weight Watchers range are highin fibre and count as only three Smart Points for two slices

Brennans Be Good Wholemeal is a premium quality,great tasting, high in fibre, low calorie bread

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