After a continuous decline in the retail volume consumption of unpackaged bread in the review period, the decline slowed in 2018, due to the growing popularity of in-store bakeries. Paradoxically, at the forefront of the change were discounters, the domain of which was previously the competing category of packaged bread.
Since the beginning of the 21st century, the consumption of bread in Poland has almost halved, leading producers of bread (both packaged and unpackaged) to decide in November 2017 to create an association that would highlight the benefits of eating bread and would battle the influence of the gluten-free trend. The new association Stowarzyszenie Producentów Pieczywa also stresses how important it is to check the ingredients list of bread to differentiate good-quality from lower-quality products.
Polish consumers are looking for alternatives when it comes to their daily intake of carbohydrates, as bread is considered to be an unhealthy product. Despite wheat-based products still accounting for the majority of sales, the interest in substitutes such as dark bread, pumpernickel bread and flat bread is increasing.
As the dynamics of per capita consumption of baked goods are set to remain stagnant or on a slightly increasing trend over the forecast period, producers are looking for segments that have potential for growth. Whilst sales of packaged products are still increasing due to their low penetration, this category is and will be too small to satisfy the needs of the major producers.
The good dynamics of packaged flat bread are partially caused by its cohesion with the health and wellness trend, as this product records a high level of consumer awareness, making it a go-to substitute for regular bread and other breakfast-oriented baked goods. However, the biggest influence was from the leading brands, as many of them shifted their distribution strategy towards discounters, entering this progressive channel and opening up a relatively new outlet for their products.
Discounters have gained from the increasing interest in unpackaged baked goods sold in bakeries. The distribution of baked goods in Poland is currently undergoing a progressive transition from traditional bakeries and other shops to discounters.
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This industry report originates from Passport, our Packaged Food market research database.