Bread and Baked Goods - Europe - November 2011
Volume sales of bakery products have been declining since 2008, while sales remained positive in France, Spain and Italy. Overall, the impact of the recession and the gloomy economic outlook on the review market has remained marginal, as sales are declining in the most mature markets, mainly due to other factors such as healthy eating and an ageing population.
Italy, Spain and France, where sales of packaged bread and bread products are still small, have reported steady growth as these products can deliver on convenience; the longer shelf life also helps to reduce food waste.
Innovation and advertising investment play a key role in these highly mature markets, as they help to maintain consumer’s interest in the category. However, packaged bread and bread products are more difficult to differentiate, compared to cakes, pastries and sweet goods. Growth can be still pursued at the detriment of artisanal bread, which still generates the largest part of sales, especially in France, Italy and Spain. In this context, manufactures need to focus on quality and freshness.
Some key questions answered in the report include:
- To what extent has the recession affected the European bakery products markets? How much have private label and discount brands benefitted from the recession at the expense of mainstream branded players?
- How much of an impact does the healthy eating trend have on the review market?
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