Country Profile: Bakery & Cereals sector in New Zealand

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Rising urbanization, increasing employment rate and resultant busy lifestyles of consumers are aiding the growth of the Bakery & Cereals sector in New Zealand. The sector is led by the Bread & Rolls market in both value and volume terms, while the Energy Bars market is forecast to register fastest growth during 2016-2021. The Bakery & Cereals market is fragmented, with top five brands accounting for nearly one-fourth of the overall market share as on 2016. Hypermarkets & Supermarkets is the leading channel for distribution of Bakery & Cereals products in the country.

GlobalData’s Country Profile report on the Bakery & Cereals sector in New Zealand provides insights on high growth markets to target, trends in the usage of packaging materials, types and closures category level distribution data and brands market shares.

What else is contained?
– Market data: Overall market value and volume data with growth analysis for 2011-2021
– Category coverage: Value and growth analysis for Baking Ingredients, Baking Mixes, Bread & Rolls, Breakfast Cereals, ‘Cakes, Pastries & Sweet Pies’, Cereal Bars, Cookies (Sweet Biscuits), Dough Products, Energy Bars, Morning Goods, and Savory Biscuits with inputs on individual category share within each market and the change in their market share forecast for 2016-2021
– Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2016
– Distribution data: Percentage of sales within each market through distribution channels such as Cash & Carries and warehouse Clubs, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, eRetailers and others
– Packaging data: consumption breakdown for packaging materials and containers in each market, in terms of percentage share of number of units sold. Packaging material data for Glass, Flexible Packaging, Paper & Board, Rigid Plastics, and others; container data for: Film, Bag/Sachet, Tub, Box, Pouch, and Tin.

Scope

– The Bakery & Cereals sector in New Zealand is forecast to grow at 2% CAGR in value terms during 2016-2021

– Bread & Rolls is the largest market in value and volume terms in the New Zealand's Bakery & Cereals sector

– Hypermarkets & Supermarkets is the largest distribution channel, followed by Food & Drinks Specialists and Convenience Stores

– Private label penetration is highest in the Baking Ingredients market

– Flexible Pacakging is the most commonly used packaging material in the New Zealand's Bakery & Cereals sector

Reasons to Buy

– Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

– Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

– Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning

– Manufacturers can identify the opportunities to position products with H&W attributes/benefits

– Access the key and most influential consumer trends driving Bakery & Cereals products consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target

– Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion

– The packaging analysis report helps manufacturers, in identifying the most commonly used packaging materials in the sector

– Analysis on key macro-economic indicators such as GDP per capita, population (overall and breakdown by age), and consumer price index. It also covers a comparative analysis of political, economic, socio-demographic, and technological indicators (PEST) across 50 countries.

General Mills Inc.
Griffin`s Foods Limited
The Sanitarium Health & Wellbeing Company
Goodman Fielder
Golden Bakery
Hubbard Foods Ltd
Associated British Foods Plc
Campbell Soup Company
Delish Cookies
Cookie Time Limited
Nestle S.A
Carman`s Fine Foods Pty Ltd
The Kellogg Company

Table of Contents

Table of Contents

1. Report Scope 1

2. Executive summary 3

3. New Zealand in the global and regional context 5

3.1. New Zealand’s share in the Global and Asia-Pacific Bakery & Cereals sector 5

3.2. New Zealand compared to other leading countries in Asia-Pacific 6

4. Market size analysis – Bakery & Cereals sector 7

4.1. Value and volume analysis – Bakery & Cereals sector in New Zealand 7

4.2. Per capita consumption – New Zealand compared to Asia-Pacific and global 8

4.3. Extent to which consumers are trading up/down 9

4.4. Value and volume analysis of markets in the Bakery & Cereals sector 10

4.5. Growth analysis by markets 11

5. Market and category analysis 12

5.1. Per capita consumption analysis by markets 12

5.2. Market analysis: Baking Ingredients 13

5.3. Market analysis: Baking Mixes 16

5.4. Market analysis: Bread & Rolls 19

5.5. Market analysis: Breakfast Cereals 21

5.6. Market analysis: Cakes Pastries & Sweet Pies 23

5.7. Market analysis: Cereal Bars 25

5.8. Market analysis: Cookies (Sweet Biscuits) 27

5.9. Market analysis: Dough Products 30

5.10. Market analysis: Energy Bars 32

5.11. Market analysis: Morning Goods 33

5.12. Market analysis: Savory Biscuits 35

6. Distribution analysis 37

6.1. Distribution channel share analysis: Bakery & Cereals 37

6.2. Distribution channel share analysis: Baking Ingredients 38

6.3. Distribution channel share analysis: Baking Mixes 39

6.4. Distribution channel share analysis: Bread & Rolls 40

6.5. Distribution channel share analysis: Breakfast Cereals 41

6.6. Distribution channel share analysis: Cakes, Pastries & Sweet Pies 42

6.7. Distribution channel share analysis: Cereals Bars 43

6.8. Distribution channel share analysis: Cookies (Sweet Biscuits) 44

6.9. Distribution channel share analysis: Dough Products 45

6.10. Distribution channel share analysis: Energy Bars 46

6.11. Distribution channel share analysis: Morning Goods 47

6.12. Distribution channel share analysis: Savory Biscuits 48

7. Competitive landscape 49

7.1. Brand share analysis by sector 49

7.2. Brand share analysis by markets 54

7.3. Brand share analysis by category 67

7.3.1. Baking Ingredients 67

7.3.2. Baking Mixes 70

7.3.3. Breakfast Cereals 73

7.3.4. Cereal Bars 74

7.3.5. Savory Biscuits 75

7.4. Private label share analysis 77

8. Health & Wellness analysis 79

8.1. Market size analysis by Health & Wellness claims 79

8.2. Market share analysis – Health & Wellness product attributes 80

8.3. Market size analysis – Health & Wellness consumer benefits 82

8.4. Leading companies in the New Zealand Health & Wellness market 84

9. Packaging analysis 88

9.1. Packaging share and growth analysis by packaging material 88

9.2. Packaging share analysis by packaging material 89

9.3. Packaging share and growth analysis by container type 90

9.4. Packaging share analysis by container type 91

9.5. Packaging share and growth analysis by closure type 92

9.6. Packaging share analysis by closure type 93

9.7. Packaging share and growth analysis by outer type 94

9.8. Packaging share analysis by outer type 95

10. Macroeconomic analysis 96

10.1. GDP per Capita 99

10.2. Population and population growth 100

10.3. Consumer Price Index 101

10.4. Population breakdown by age 102

11. Consumergraphics 103

11.1. Consumption by Gender 103

11.2. Consumption by Age 104

11.3. Consumption by Education 105

11.4. Consumption by Urbanization 106

12. Methodology 107

13. Appendix 108

14. Definitions 134

15. About GlobalData 148

16. Disclaimer 149

17. Contact Us 150

Table

List of Tables

Table 1: Volume share of New Zealand in the global and Asia-Pacific Bakery & Cereals sector, 2011-2021 5

Table 2: Growth analysis by markets, 2016-2021 11

Table 3: Value analysis of Baking Ingredients market by categories, 2011-2021 14

Table 4: Volume analysis of Baking Ingredients market by categories, 2011-2021 15

Table 5: Value analysis of Baking Mixes market by categories, 2011-2021 17

Table 6: Volume analysis of Baking Mixes market by categories, 2011-2021 18

Table 7: Value analysis by of Bread & Rolls market categories, 2011-2021 20

Table 8: Volume analysis of Bread & Rolls market by categories, 2011-2021 20

Table 9: Value analysis of Breakfast Cereals market by categories, 2011-2021 22

Table 10: Volume analysis of Breakfast Cereals market by categories, 2011-2021 22

Table 11: Value analysis of Cakes, Pastries & Sweet Pies market by categories, 2011-2021 24

Table 12: Volume analysis of Cakes, Pastries & Sweet Pies market by categories, 2011-2021 24

Table 13: Value analysis of Cereal Bars market by categories, 2011-2021 26

Table 14: Volume analysis of Cereal Bars market by categories, 2011-2021 26

Table 15: Value analysis of Cookies (Sweet Biscuits) market by categories, 2011-2021 28

Table 16: Volume analysis of Cookies (Sweet Biscuits) market by categories, 2011-2021 29

Table 17: Value analysis of Dough Products market by categories, 2011-2021 31

Table 18: Volume analysis of Dough Products market by categories, 2011-2021 31

Table 19: Value analysis of Morning Goods market by categories, 2011-2021 34

Table 20: Volume analysis of Morning Goods market by categories, 2011-2021 34

Table 21: Value analysis of Savory Biscuits market by categories, 2011-2021 36

Table 22: Volume analysis of Savory Biscuits market by categories, 2011-2021 36

Table 23: Brand Value and Volume – Bakery & Cereals sector 50

Table 24: Brand Value and Volume – Baking Ingredients market 54

Table 25: Brand Value and Volume – Baking Mixes market 55

Table 26: Brand Value and Volume – Bread & Rolls market 56

Table 27: Brand Value and Volume – Breakfast Cereals market 58

Table 28: Brand Value and Volume – Cakes, Pastries & Sweet Pies market 60

Table 29: Brand Value and Volume – Cereal Bars market 61

Table 30: Brand Value and Volume – Cookies (Sweet Biscuits) market 62

Table 31: Brand Value and Volume – Morning Goods market 64

Table 32: Brand Value and Volume – Savory Biscuits market 65

Table 33: Brand Value and Volume – Baking Chocolate Chips & Morsels category 67

Table 34: Brand Value and Volume – Baking Powder/Soda category 67

Table 35: Brand Value and Volume – Cake Decorations & Icing category 67

Table 36: Brand Value and Volume – Cocoa-Baking category 68

Table 37: Brand Value and Volume – Corn & Potato Starch category 68

Table 38: Brand Value and Volume – Desiccated Coconut category 68

Table 39: Brand Value and Volume – Dry Yeast category 69

Table 40: Brand Value and Volume – Fruit Pectins and Glazed Fruit category 69

Table 41: Brand Value and Volume – Non-Chocolate Baking Chips category 69

Table 42: Brand Value and Volume – Other Baking Ingredients category 69

Table 43: Brand Value and Volume – Bread Mixes category 70

Table 44: Brand Value and Volume – Brownie Mixes category 70

Table 45: Brand Value and Volume – Cake Mixes category 70

Table 46: Brand Value and Volume – Dessert Mixes category 71

Table 47: Brand Value and Volume – Muffin Mixes category 71

Table 48: Brand Value and Volume – Pancake Mixes category 71

Table 49: Brand Value and Volume – Rolls/Biscuit Mixes category 71

Table 50: Brand Value and Volume – Other Baking Mixes category 72

Table 51: Brand Value and Volume – Hot Cereals category 73

Table 52: Brand Value and Volume – Ready-to-Eat Cereals category 73

Table 53: Brand Value and Volume – Granola/Muesli/Yogurt Bars category 74

Table 54: Brand Value and Volume – Other Cereal Bars category 74

Table 55: Brand Value and Volume – Bread Substitutes category 75

Table 56: Brand Value and Volume – Cheese-Flavored Crackers category 75

Table 57: Brand Value and Volume – Plain Crackers category 76

Table 58: Brand Value and Volume – Other Crackers category 76

Table 59: Consumption of Bakery & Cereals by Gender and markets (Kg Million, 2016) 103

Table 60: Consumption of Bakery & Cereals by age and markets (Kg Million, 2016) 104

Table 61: Consumption of Bakery & Cereals by education and markets (Kg Million, 2016) 105

Table 62 Consumption of Bakery & Cereals by urbanization and markets (Kg Million, 2016) 106

Table 63: Market Value for Baking Ingredients – by category (NZ$ Million) 2011-2021 108

Table 64: Market Value for Baking Mixes – by category (NZ$ Million) 2011-2021 109

Table 65: Market Value for Bread & Rolls – by category (NZ$ Million) 2011-2021 110

Table 66: Market Value for Breakfast Cereals – by category (NZ$ Million) 2011-2021 110

Table 67: Market Value for Cakes, Pastries & Sweet Pies – by category (NZ$ Million) 2011-2021 111

Table 68: Market Value for Cereal Bars – by category (NZ$ Million) 2011-2021 111

Table 69: Market Value for Cookies (Sweet Biscuits) – by category (NZ$ Million) 2011-2021 112

Table 70: Market Value for Dough Products – by category (NZ$ Million) 2011-2021 112

Table 71: Market Value for Energy Bars – by category (NZ$ Million) 2011-2021 113

Table 72: Market Value for Morning Goods – by category (NZ$ Million) 2011-2021 113

Table 73: Market Value for Savory Biscuits – by category (NZ$ Million) 2011-2021 114

Table 74: Market Value for Baking Ingredients – by category (US$ Million) 2011-2021 115

Table 75: Market Value for Baking Mixes – by category (US$ Million) 2011-2021 116

Table 76: Market Value for Bread & Rolls – by category (US$ Million) 2011-2021 117

Table 77: Market Value for Breakfast Cereals – by category (US$ Million) 2011-2021 117

Table 78: Market Value for Cakes, Pastries & Sweet Pies – by category (US$ Million) 2011-2021 118

Table 79: Market Value for Cereal Bars – by category (US$ Million) 2011-2021 118

Table 80: Market Value for Cookies (Sweet Biscuits) – by category (US$ Million) 2011-2021 119

Table 81: Market Value for Dough Products – by category (US$ Million) 2011-2021 119

Table 82: Market Value for Energy Bars – by category (US$ Million) 2011-2021 120

Table 83: Market Value for Morning Goods – by category (US$ Million) 2011-2021 120

Table 84: Market Value for Savory Biscuits – by category (US$ Million) 2011-2021 121

Table 85: Market Volume for Baking Ingredients – by category (Kg Million) 2011-2021 122

Table 86: Market Volume for Baking Mixes – by category (Kg Million) 2011-2021 123

Table 87: Market Volume for Bread & Rolls – by category (Kg Million) 2011-2021 123

Table 88: Market Volume for Breakfast Cereals – by category (Kg Million) 2011-2021 124

Table 89: Market Volume for Cakes, Pastries & Sweet Pies – by category (Kg Million) 2011-2021 124

Table 90: Market Volume for Cereal Bars – by category (Kg Million) 2011-2021 125

Table 91: Market Volume for Cookies (Sweet Biscuits) – by category (Kg Million) 2011-2021 125

Table 92: Market Volume for Dough Products – by category (Kg Million) 2011-2021 126

Table 93: Market Volume for Energy Bars – by category (Kg Million) 2011-2021 126

Table 94: Market Volume for Morning Goods – by category (Kg Million) 2011-2021 126

Table 95: Market Volume for Savory Biscuits – by category (Kg Million) 2011-2021 127

Table 96: Components of change- by Market 127

Table 97: Bakery & Cereals Sales Distribution in New Zealand- by Markets (NZ$ Million), 2016 128

Table 98: Key Health & Wellness product attributes driving sales in New Zealand (NZ$ Million) 129

Table 99: Key Health & Wellness consumer benefits driving sales in New Zealand (NZ$ Million) 129

Table 100: Packaging Material (in Million pack units) 130

Table 101: Container Type (in Million pack units) 130

Table 102: Closure Type (in Million pack units) 131

Table 103: Outer Type (in Million pack units) 131

Table 104: Exchange Rates: (US$-NZ$), 2011-2021 132

Table 105: GDP Per Capita (NZ$) 132

Table 106: Population 132

Table 107: Consumer Price Index 132

Table 108: Age Profile (Millions of Persons) 133

Table 109: Market Definitions 134

Table 110: Category Definitions 135

Table 111: Category Definitions 136

Table 112: Category Definitions 137

Table 113: Category Definitions 138

Table 114: Channel Definitions 139

Table 115: Health & Wellness: Product Attributes-Food Minus 140

Table 116: Health & Wellness: Product Attributes – Free From 141

Table 117: Health & Wellness: Product Attributes – Functional & Fortified 142

Table 118: Health & Wellness: Product Attributes – Naturally Healthy 143

Table 119: Health & Wellness: Product Attributes – Food Intolerance 144

Table 120: Health & Wellness: Consumer Benefits – Health Management 145

Table 121: Health & Wellness: Analysis by Consumer Benefits 146

Table 122: Health & Wellness: Consumer Benefits – Performance 147

Figures

List of Figures

Figure 1: New Zealand compared to other top four countries in Asia-Pacific – market size, growth, and competitive landscape 6

Figure 2: Market size analysis by value and volume, Bakery & Cereals sector, 2011-2021 7

Figure 3: Per capita consumption in New Zealand compared to global and Asia-Pacific average, 2011-2021 8

Figure 4: Degree of trading up/down in New Zealand’s Bakery & Cereals sector, 2015-2016 9

Figure 5: Value and volume growth analysis by markets, 2016-2021 10

Figure 6: Per capita consumption (by markets) in New Zealand compared to global and Asia-Pacific average, 2016 12

Figure 7: Value and volume growth analysis, Baking Ingredients market, 2011-2021 13

Figure 8: Value and volume growth analysis, Baking Mixes market, 2011-2021 16

Figure 9: Value and volume growth analysis, Bread & Rolls market, 2011-2021 19

Figure 10: Value and volume growth analysis, Breakfast Cereals market, 2011-2021 21

Figure 11: Value and volume growth analysis, Cakes, Pastries & Sweet Pies market, 2011-2021 23

Figure 12: Value and volume growth analysis, Cereal Bars market, 2011-2021 25

Figure 13: Value and volume growth analysis, Cookies (Sweet Biscuits) market, 2011-2021 27

Figure 14: Value and volume growth analysis, Dough Products market, 2011-2021 30

Figure 15: Value and volume growth analysis, Energy Bars market, 2011-2021 32

Figure 16: Value and volume growth analysis, Morning Goods market, 2011-2021 33

Figure 17: Value and volume growth analysis, Savory Biscuits market, 2011-2021 35

Figure 18: Distribution channel share, Bakery & Cereals, 2011-2016 37

Figure 19: Distribution channel share, Baking Ingredients market, 2011-2016 38

Figure 20: Distribution channel share, Baking Mixes market, 2011-2016 39

Figure 21: Distribution channel share, Bread & Rolls market, 2011-2016 40

Figure 22: Distribution channel share, Breakfast Cereals market, 2011-2016 41

Figure 23: Distribution channel share, Cakes, Pastries & Sweet Pies market, 2011-2016 42

Figure 24: Distribution channel share, Cereal Bars market, 2011-2016 43

Figure 25: Distribution channel share, Cookies (Sweet Biscuits) market, 2011-2016 44

Figure 26: Distribution channel share, Dough Products market, 2011-2016 45

Figure 27: Distribution channel share, Energy Bars market, 2011-2016 46

Figure 28: Distribution channel share, Morning Goods market, 2011-2016 47

Figure 29: Distribution channel share, Savory Biscuits market, 2011-2016 48

Figure 30: Leading brands in New Zealand’s Bakery & Cereals sector, value and volume share, 2016 49

Figure 31: Leading brands in the Baking Ingredients market, value and volume share, 2016 54

Figure 32: Leading brands in the Baking Mixes market, value and volume share, 2016 55

Figure 33: Leading brands in the Bread & Rolls market, value and volume share, 2016 56

Figure 34: Leading brands in the Breakfast Cereals market, value and volume share, 2016 58

Figure 35: Leading brands in the Cakes, Pastries & Sweet Pies market, value and volume share, 2016 60

Figure 36: Leading brands in the Cereal Bars market, value and volume share, 2016 61

Figure 37: Leading brands in the Cookies (Sweet Biscuits) market, value and volume share, 2016 62

Figure 38: Leading brands in the Morning Goods market, value and volume share, 2016 64

Figure 39: Leading brands in the Savory Biscuits market, value and volume share, 2016 65

Figure 40: Private label penetration by markets (value terms), 2016 77

Figure 41: Growth analysis, private label and brands, (2011-2016) 78

Figure 42: Value analysis by Health & Wellness product attributes, 2016 80

Figure 43: Value analysis by Health & Wellness product attributes, 2016 81

Figure 44: Value analysis by Health & Wellness consumer benefits, 2016 82

Figure 45: Volume analysis by Health & Wellness consumer benefits, 2016 83

Figure 46: Leading companies in the Health & Wellness market by value, 2016 – Breaking Ingredients 84

Figure 47: Leading companies in the Health & Wellness market by value, 2016 – Breakfast Cereals 85

Figure 48: Leading companies in the Health & Wellness market by value, 2016 – Breakfast Cereals 85

Figure 49: Leading companies in the Health & Wellness market by value, 2016 – Baking Mixes 86

Figure 50: Leading companies in the Health & Wellness market by value, 2016 – Beard & Rolls 86

Figure 51: Leading companies in the Health & Wellness market by value, 2016 – Cookies (Sweet Biscuits) 87

Figure 52: Packaging share and growth analysis by packaging material, 2011-2021 88

Figure 53: Use of packaging material by markets (in pack units), 2016 89

Figure 54: Packaging share and growth analysis by container type, 2011-2021 90

Figure 55: Use of container type by markets (in pack units), 2016 91

Figure 56: Packaging share and growth analysis by closure type, 2011-2021 92

Figure 57: Use of closure type by markets (in pack units), 2016 93

Figure 58: Packaging share and growth analysis by outer type, 2011-2021 94

Figure 59: Use of outer type by markets (in pack units), 2016 95

Figure 60: Relative comparison of countries based on PEST analysis 96

Figure 61: New Zealand’s GDP per capita, 2011-2016 99

Figure 62: Population growth in New Zealand, 2011-2016 100

Figure 63: Consumer Price Index, New Zealand, 2010-2016 101

Figure 64: Age Profile, New Zealand, 2016 102

Figure 65: Consumption of Bakery & Cereals by Gender, New Zealand 2016 103

Figure 66: Consumption of Bakery & Cereals by age, New Zealand, 2016 104

Figure 67: Consumption of Bakery & Cereals by education, New Zealand, 2016 105

Figure 68: Consumption of Bakery & Cereals by urbanization, New Zealand, 2016 106

Figure 69: About GlobalData 148

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