Supermarkets account for more than two-thirds of Australia’s $4.7 billion bread market, according to the latest findings from Roy Morgan Research.
The research found 72.3 per cent of surveyed Australian grocery buyers bought bread in any given seven-day period last year, spending an average of $8.20 each.
Shoppers favoured Coles (26.1 per cent) and Woolworths (25.8 per cent) almost equally in terms of total dollar market share, well ahead of IGA and Foodland (8.4 per cent) and ALDI (six per cent). Of these shoppers, those who buy bread at Woolworths spend the highest average weekly amount ($5.90), followed by IGA/Foodland bread buyers ($5.80), Coles ($5.70) and ALDI ($4.40).
Bread shops and bakeries account for 25.5 per cent of total weekly dollars spent by respondents on bread, down from 26.9 per cent in 2015. Despite country bakeries having a reputation for their especially tasty fare, grocery buyers in country/ regional Australia are less likely than capital-city dwellers to buy their bread from a bakery, and slightly more likely to buy it from a supermarket.
Roy Morgan Research Industry Communications Director Norman Morris says grocery buyers who buy bread at bread shops are almost 20 per cent more likely than the average shopper to trust well-known brands better than the stores’ own, seven per cent more likely to believe that quality is more important than price, and 13 per cent more likely to avoid both genetically modified food and food with additives in it.
