Independent bakers are increasingly struggling to compete with the prices offered by discounters and other low-price grocery retailers, especially if they are using high-quality ingredients and traditional techniques that are more expensive than making mass-produced bread, even once energy and ingredient prices go down, or, at least, stop rising, in the coming months and years. To survive, bakers need to focus on other strengths to win over customers.
Despite the price increases in bread and other baked goods, Germany remains a country with high consumption levels of these traditional products, as a classic breakfast for many Germans contains bread or rolls in some form. While consumers became more price-sensitive in 2022 and were looking for cheaper products, the long-term trends of increasing health awareness as well as a tendency to appreciate local or regional products will continue gaining importance among consumers in Germany.
As health and wellness concerns continue to rise, there is increasing demand for healthier options in dessert pies and tarts. This trend is also reflected in the demand for healthier versions of pies and tarts that are made with ingredients like wholegrains, less sugar and more natural sweeteners or are gluten-free.
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This is the aggregation of bread, pastries, dessert mixes, frozen baked goods and cakes. Note: Baked goods from in-store bakeries are classified under unpackaged/artisanal, not packaged/industrial. While they may be finished on-site, they are often prepared, then frozen or par-baked, at other locations. Such production models are very important for supermarket in-store bakeries, which have in the past been used to drive traffic and fill stores with appetising aromas, but for which the labour resources required to run a full-service scratch bakery are not always available.See All of Our Definitions
This report originates from Passport, our Baked Goods research and analysis database.
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