Germany Attitudes towards Bread and Bread Products Market Report 2023
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The rising cost of living propels the bread category to re-examine its portfolio as consumers seek value from high-quality, healthy and purposeful offerings. A Mintel Analyst, Global Analyst…

Germany Attitudes towards Bread and Bread Products Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve in the German bread market and future-proof your business with Mintel’s Bread in Germany Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest German bread market trends, and consumer behaviours affecting your industry.

Below, we’ve handpicked some key insights from the full report.

Our Bread in Germany Report Delivers Key Insights for Market Professionals On

  • How is the bread market in Germany affected by the post-COVID-19 bounce back and the cost-of-living crisis?
  • How can brands offer their customers more value?
  • Bread types in Germany and usage frequency.
  • What health benefits are associated with bread products in Germany?
  • Purchase factors for bread products in Germany.
  • Consumer behaviour regarding bread in Germany.
  • Recent launch activity in the German bread market.

German Bread Market Overview

As Mintel’s market research about bread in Germany shows, economic uncertainty is at the front of consumers’ minds, as many have to cut back on their spending as a result of inflation. However, bread’s value image and versatility will benefit the category.

  • German Bread Market Share: Private label products have seen significant German bread market growth in 2022.They are dominating the German packaged bread market by delivering innovative yet affordable products.

German Bread Market Trends: What Consumers Want and Why

  • German Consumer Behaviour: 51% of German consumers have bought bread from supermarkets and discounters instead of bakeries in the last month to cut back on costs due to inflation. Brands that prove their value by delivering, and effectively communicating, taste and sustainable messaging amongst other aspects will triumph during the current income squeeze.
  • German Bread Market Trends: For 43% of German consumers ‘regionally produced‘ is a top purchase driver, however, bakeries and independent products with regional provenance are often seen as costlier. In order to compete for German bread market share, they need to deliver affordable quality.
  • German Bread Market Challenges: With the post-pandemic rise in flexible work-from-home, breakfasts and lunches at home, including bread products will continue to gain ground. While this can support German bread market growth, the competition from other health-led breakfast and lunch options will intensify as well.

German Bread Market Forecast: What’s Next for Bread in Germany?

To learn how to connect with your audience, purchase our full Attitudes Towards Bread in Germany Report. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Benefits this market report holds for your business:

  • Expert insights on bread in Germany.
  • A detailed German bread market outlook.
  • How your business can tap into opportunities to increase your German bread market share.


Additional features included in your purchase of Mintel’s Bread in Germany Report:

  • Interactive Data Book: This gives you access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF to share with your team, PowerPoint to instantly include our data in your own presentation.
  • Mintel’s Clients Portal: Access to our clients portal offers more new data and trend pieces relevant to your industry, and you may browse for more relevant market research reports.

Leading Brands in the German Bread Market and Products covered in this Report

Brands: Aldi, Lidl, DieMaus, Nuvola, Ibis, Biona Organic, DM, Hofbäckerei Taubenheim, KoRo, No Fairytales, TikTok, Goldähren, RUF, REWE, Tipiak, Yo, Jederzeit 24/7, Pizza Express, Pret, EDEKA, Lieken, Gran Luchito, Harry-Brot, and many more.

Products: bread (including sliced, pre-packaged, organic, wholemeal, brown, rye, wheatgerm/grain, granary, with legumes, nuts, seeds, grains, fibres), buns, rolls, baps, bagels, naans, wraps, baguette, and more.

Expert Insights on German Bread Market Trends

This report, written by Valentin Thies, Associate Director of Food & Drink, delivers in-depth commentary on bread products in Germany and the revenue in the bread market to highlight German bread market trends, and adds expert context to the numbers.

The rising cost of living propels the bread category to re-examine its portfolio as consumers seek value from high-quality, healthy, and purposeful offerings.

Valentin Thies, Associate Director
Valentin Thies
Associate Director – Food & Drink

Table of Contents

  1. Executive summary

    • Key issues covered in this Report
    • Market context
    • Opportunities

    • The German economy
    • Graph 1: key economic data, in real terms, 2019-24
    • Economic factors and the bakery sector
    • Competition to bread
    • Graph 2: types of breakfast foods eaten at home in the last month, 2020
    • Demographics
    • Graph 3: share of households, by size, 2010-30

    • Purchase and usage of bread and bread products
    • Graph 4: types of bread and bread products bought in the last month, 2020 and 2022
    • Graph 5: usage of packaged sliced bread and other types of bread, by age and presence of children in household, 2022
    • Graph 6: select types of bread bought in the last month, by age, 2022
    • Graph 7: repertoire of bread purchases in the last month, by age, 2022
    • Graph 8: types of packaged sliced loaves bought in the last month, 2020 and 2022
    • Ways of eating bread
    • Graph 9: [no title]
    • Graph 10: use of different types of spreads/dips on/with baked goods, 2021
    • Purchase factors for bread
    • Behaviours relating to bread
    • Graph 11: behaviours relating to bread, 2022
    • Graph 12: factors to prompt choosing a food/drink product with genetically modified ingredients over one without, 2022
    • Attitudes towards bread
    • Graph 13: attitudes towards bread & bread products, 2022

    • Graph 14: packaged bread & bread product launches, branded vs private label, 2018-22
    • Graph 15: top five companies for launches of packaged bread & bread products, 2018-22
    • Graph 16: packaged bread and bread products launches by storage type, 2018-22
    • Graph 17: packaged bread and bread product launches with vegan, vegetarian and plant-based claims, 2020-22
    • Graph 18: bread and bread product launches containing seeds as an ingredient, 2018-22
    • Graph 19: bread and bread product launches containing butter as an ingredient, 2018-22
    • Advertising and marketing activity

    • Appendix – products covered, abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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