Bakery products form the largest product group in Finnish shoppers’ baskets,
accounting for nearly 9 % of the value of all our grocery purchases (A.C.
Nielsen Consumer Panel 2004). In practice, every household buys bakery
products, particularly bread. Even though the total consumption levels of
bakery products remain fairly even from year to year, significant changes in
consumption habits can be observed in the sector, especially in the long term.
A new product that is very different from what is generally on offer can
revolutionise even the stable bread market.
“A move towards easier bread types such as sliced loaves, ‘bites’ and rolls has
been visible for several years but is still increasing,” says Marketing Manager
Leena Thorström of Vaasan & Vaasan Oy. Health-related aspects are
also taken into account increasingly often, as indicated by the increase in
popularity of various wholemeal and wholegrain products and the decrease in
consumption of white bread.
Although consumers are very faithful to familiar, tried and tested brands, they
also look for variety in their shopping baskets. “A study we carried out in
August and September 2004 showed that one household buys on average 20 bread
items in two months. These include 11 different brands,” explains Marketing
Manager Kimmo Rintakoski of A.C. Nielsen Finland Oy. The top
consumers – families of four or more members – bought an average of 30 bread
items in the study period, with 16 different brands. Finnish consumers’ desire
for variety is most apparent in their choices of wheat bread, but they also try
different rye bread types.
In order for a new bread brand to become an established presence in a shopper’s
basket, it must offer real novelty value. “A very important proportion of
Vaasan & Vaasan Oy’s fresh bakery product sales income comes from novelty
products,” says Leena Thorström. The company’s three latest launches, Vaasan
Muhku rolls, Vaasan Täyshyvät sliced loaves and Vaasan Ruissydän rye breads,
are all market leaders in their own sector. “In addition to the leading market
positions, the importance of these products to consumers is apparent in the
fact that the whole market for each product sector has grown; in other words,
consumption has increased as a result of these launches. This demonstrates that
the products have real novelty value and complement (rather than replace) other
products on offer,” Thorström clarifies.
Further information
Vaasan & Vaasan Oy
Leena Thorström, Marketing Manager
Tel. +358 (0)40 715 6847
Vaasan & Vaasan
Group is the largest bakery business in Finland and the Baltic region, one of
the largest crisp bread producers in the world and a significant Nordic
producer of bake-off products.
Vaasan & Vaasan Group includes Vaasan & Vaasan Oy in Finland, AS Leibur
in Estonia, A/S Hanzas Maiznicas in Latvia, UAB Vilniaus Duona Plius in
Lithuania and Delice Scandinavica AB in Sweden. The Group's turnover for 2003
was EUR 275 million, generated by approximately 3,900 employees.
www.vaasan.com
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