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Strategy Briefing

Baked Goods in Western Europe

70 pages, Jan 2018

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Baked goods is a more mature category in Western Europe than in other regions in the world, and is one of the most common staples for consumers. Local consumer behaviour has changed, with greater demand for foods compatible with a healthier diet, thus baked goods has registered a flat performance in value over the past years. Despite the decline in per capita consumption, there are still big opportunities within baked goods, which will be analysed in more depth in this report.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Western Europe is a mature and stable market for baked goods, but still filled with opportunities

Western European consumers value their bread and many continue to consume it on a daily basis. However, new consumer trends, such as gluten-free diets and lower carb consumption, have impacted the category over the past years. These consumption aspects have opened space for the development of more niche categories within baked goods, such as gluten-free bread and reduced fat cakes/bread.

Turkey sees an increase in packaged bread consumption versus unpackaged bread

The Turkish market has the highest per capita consumption of bread in the world. Consumers are migrating towards industrially produced baked goods, such as packaged leavened bread, rather than unpackaged bread.

Health and wellness baked goods categories have performed above the average in the region

Foods containing gluten have never been so much in the spotlight as they are currently, and bad publicity for the ingredient has heavily impacted sales of baked goods throughout the world. Many consumers are opting to purchase gluten-free baked breads and cakes, and are also decreasing their consumption of standard bread.

More industrialised and packaged, and less artisanal baked goods

Western Europe has a long history of artisanal bread consumption, particularly in Italy, France and Germany, which remains strong. However, sales of packaged flat bread witnessed the strongest growth between 2002 and 2007, with a CAGR of 1% in value. Bread types such as pitta, naan, tortilla and rote have increased their presence in supermarkets, and consumers are now exposed to a wider range of products.

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Introduction

Scope

Regional Overview

Key findings

Putting Western Europe into context

Baked goods in Western Europe to grow over the next years

Bread consumption declining in core markets

UK and Spain led the overall decline in baked goods in the region

Bread had the poorest performance in the region driven by the UK

Indulgence shopping and health and wellness

Discounters and supermarkets are gaining share in baked goods

Convenience and price pull consumers away from bakeries

Leading Companies and Brands

Baked goods is still dominated by unbranded product sales

Artisanal baked goods continues to be on the rise in the region

Companies focus their efforts on a handful of European markets

Capacity of following consumer trends is key for baked goods brands

Forecast Projections

Sweden and Denmark lead the percentage value growth for bread

Italy and France to drive the forecast growth in baked goods

Availability of baked goods will positively affect growth

Variety and better distribution will contribute to sales

Country Snapshots

Germany: market context

Germany: competitive and retail landscape

Netherlands: m arket context

Netherlands: competitive and retail landscape

France: market context

France: competitive and retail landscape

I taly : m arket context

Italy: competitive and retail landscape

United Kingdom: market context

United Kingdom: c ompetitive and retail landscape

Spain: market context

Spain: competitive and retail landscape

Portugal: market context

Portugal: competitive and retail landscape

Austria: market context

Austria: competitive and retail landscape

Switzerland: market context

Switzerland: competitive and retail landscape

Ireland: market context

Ireland: competitive and retail landscape

Sweden: market context

Sweden: competitive and retail landscape

Norway: m arket context

Norway: competitive and retail landscape

Denmark: market context

Denmark: competitive and retail landscape

Finland: market context

Finland: competitive and retail landscape

Turkey: market context

Turkey: competitive and retail landscape

Belgium: market context

Belgium: c ompetitive and retail landscape

Greece: market context

Greece: c ompetitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

Baked Goods in Western Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Western Europe is a mature and stable market for baked goods, but still filled with opportunities

Turkey sees an increase in packaged bread consumption versus unpackaged bread

Health and wellness baked goods categories have performed above the average in the region

More industrialised and packaged, and less artisanal baked goods

Want to find out more about this report?

Table of Contents

Introduction

Scope

Regional Overview

Key findings

Putting Western Europe into context

Baked goods in Western Europe to grow over the next years

Bread consumption declining in core markets

UK and Spain led the overall decline in baked goods in the region

Bread had the poorest performance in the region driven by the UK

Indulgence shopping and health and wellness

Discounters and supermarkets are gaining share in baked goods

Convenience and price pull consumers away from bakeries

Leading Companies and Brands

Baked goods is still dominated by unbranded product sales

Artisanal baked goods continues to be on the rise in the region

Companies focus their efforts on a handful of European markets

Capacity of following consumer trends is key for baked goods brands

Forecast Projections

Sweden and Denmark lead the percentage value growth for bread

Italy and France to drive the forecast growth in baked goods

Availability of baked goods will positively affect growth

Variety and better distribution will contribute to sales

Country Snapshots

Germany: market context

Germany: competitive and retail landscape

Netherlands: m arket context

Netherlands: competitive and retail landscape

France: market context

France: competitive and retail landscape

I taly : m arket context

Italy: competitive and retail landscape

United Kingdom: market context

United Kingdom: c ompetitive and retail landscape

Spain: market context

Spain: competitive and retail landscape

Portugal: market context

Portugal: competitive and retail landscape

Austria: market context

Austria: competitive and retail landscape

Switzerland: market context

Switzerland: competitive and retail landscape

Ireland: market context

Ireland: competitive and retail landscape

Sweden: market context

Sweden: competitive and retail landscape

Norway: m arket context

Norway: competitive and retail landscape

Denmark: market context

Denmark: competitive and retail landscape

Finland: market context

Finland: competitive and retail landscape

Turkey: market context

Turkey: competitive and retail landscape

Belgium: market context

Belgium: c ompetitive and retail landscape

Greece: market context

Greece: c ompetitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model