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Soaring raw material costs have fuelled higher prices in the bread category in 2007 and driven value growth.
At the same time, however, healthier bread products, including wholemeal and wholegrain, are in strong growth too alongside organic and premium lines.
Warburtons, the second largest grocery brand, is once again the star performer in bakery with 17.9% growth last year.
With sales of £609.5m, it is reported to be the only brand winning strong volume as well as value growth.
Kingsmill, the number three player, turned around its 4.9% sales decline in 2006 to a 6.3% sales increase with a brand relaunch.
On the back of a very successful 2006, where Hovis enjoyed 16% growth, sales in 2007 fell 4.5%. Seed Sensations, a new 'bits' bread, reaped some success for the brand, which is going head to head with Kingsmill in the family segment of white plus products.
Own label, meanwhile, continues to thrive on the premium trend and is growing ahead of the market.
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