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Research Branding Bread

Research Project Topic: ‘BRANDING BREAD’

Table of Contents

Overview 4

Problem Definition 13

Research Design/Methodology 16

References 19

Appendix 21

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Overview:

Situation that leads to the need for marketing research is caused despite the variety of claims from industry groups to the contrary, that there is a lack of academic research evidence that details trends in ‘health food’ purchasing. To what extent increased heath consciousness has impacted upon consumer food buying habits? Is there a trend away from convenience supermarket bread buying towards local or branded franchise bakers? How really concerned are consumers about the preservatives that are used in bread-making.

It is claimed that bread is no longer just a staple product in diet of Australian consumers and no longer purchased as a commodity item. BRI Australia maintains Australia is experiencing a “resurgence” in bread consumption,’ and is ‘far more fragmented’ (www.bandt.com.au) with a wide range of outlets. In the same manner ‘the $US16 bn U.S. market has shown growth of 18% from 1998 to 2003.’ (www.just-food.com).  

If there is a diverse range of consumers concerned about leading a healthier lifestyle how does this translate into a bread marketing opportunity? Marketing research can provide secondary and primary data to inform businesses decisions to maintain viability and competitiveness.

Literature Search:
In order to determine what possible opportunities were present it was necessary to conduct secondary research into the history, industry development and   current and evolving trends.

Bread-making In Australia:
The making and selling of bread is one of the oldest food manufacturing industries in Australia. In the early 1800s, apart from damper made by those in the bush, grain was ground at public mills and the flour was used for baking bread at...