Bread Category Advice
Rolls and snacks are impulse purchase within the Convenience sector so to maximise the sales opportunities of these products they need to be on higher shelves to drive shopper awareness of the offering.
We are seeing an increasing trend in the Premium category especially within Convenience.
Everyday Bread is the biggest category and should be the dominant force in any fixture.
Cheapest on Display plays a very small role within the Convenience Bakery fixture, although it is important to have an offering available to customers.
Key facts and tips
- Bakery Shoppers recognize familiar Brand names as a signpost to convenience. 80% of total Bakery sales are for branded products.
- Core range & full availability is crucial, 49% of shoppers for Bakery are a distress purchase, and they will go elsewhere if they cannot find bread.
- Where possibly site your Bakery fixture at the front of store - Bakery purchases are 35% in stores where the Bakery fixture is at front of store.
- Place higher value items higher up the fixture at eye level and where possible separate from impulse lines such as snacks & rolls.
- Bread has a very high shopper penetration and delivers a halo effect to other categories. Get the bread fixture right and the rest of the store will benefit.
- Recognize the increasing trend toward healthier products. Wholemeal, Wholegrain and Seeded loaves are experiencing growth and should take a greater proportion of the fixture.
Based on 2 metre Fixture:
75% should be bread
15% should be 400g
15% is non white
- 800g KINGSMILL SQUARE MEDIUM
- 800g KINGSMILL SQUARE THICK
- 800g KINGSMILL TOASTIE THICK
- 800g KINGSMILL TASTY WHOLEMEAL MEDIUM
- 800g KINGSMILL TOASTIE MEDIUM
- 800g ALLINSON WHOLEMEAL BATCH
- 800g KINGSMILL GOLD SOFT WHITE
- 400g KINGSMILL SQUARE
- 800g KINGSMILL WHOLEGRAIN & WHITE MEDIUM
- 400g ALLIN SON WHOLEMEAL BATCH
- 6 KINGSMILL SOFT WHITE ROLLS
- 800g KINGSMILL ROUND TOP WHITE MEDIUM
- 800g SUNBLEST MEDIUM WHITE LOAF
- 800g SUNBLEST THICK WHITE LOAF
- 400g KINGSMILL TASTY WHOLEMEAL
- 800g KINGSMILL GOLD MALTED GRAIN
- 6 KINGSMILL PANCAKES
- 800g KINGSMILL WHOLEGRAIN & WHITE THICK
- 800g KINGSMILL ROUND TOP WHITE THICK
- 800g KINGSMILL TASTY WHOLEMEAL THICK
- 800g KINGSMILL TOASTIE WHOLEMEAL THICK
- 8 KM CRUMPETS
- 400 SUNBLEST DANISH TOAST
- 4 SUNBLEST CURRANT BUNS
- 4 KINGSMILL MUFFINS
- 4 KINGSMILL WHITE HOT X BUNS
- 6 KM TASTY WHOLEMEAL ROLL
- 800g KINGSMILL WONDERWHITE
- 4 SUNBLEST FRUIT TEACAKES
- 800g KINGSMILL SQUARE X THICK
- 4 KINGSMILL BIG SOFT WHITE ROLLS
- 400g KINGSMILL WHITE GOLD
- 6 SUNBLEST FINGER ROLL
- 6 KINGSMILL WHOLEGRAIN & WHITE ROLL
- 4 KINGSMILL BAGELS
- SUNMALT FAMILY MALT
For further information on the Bread Category, please visit: