Bakery and Pastry: Gluten-Free Takes Charge

Although most bread and bakery products tend not be sold in frozen format at the retail level, many parts of Europe have an expanding market for frozen/bake-off products. It is estimated that bake-off products sold via in-store bakeries (ISB) account for up to 20% of total consumption of bakery products throughout Western Europe, a figure which is predicted to increase over the coming years. Consumer research had consistently demonstrated that people increasingly perceive freshly-baked bread as superior to wrapped varieties, and many are prepared to pay a little extra as a result. Sales of frozen bake-off products such as bread are now worth in excess of EUR1bn per annum.

Europe is believed to have the world’s largest market for frozen bakery products, with sales worth an estimated EUR13.8bn in 2013. This equates to 22% of the total European products market, which is currently valued at EUR59bn. Europe’s largest markets for frozen bakery products are France, Germany and Spain, although recent growth has been highest in the UK and Italy. In Germany, for example, sales of prebaked/bake-off bakery goods such as bread were worth EUR900m at factory prices, and almost double that at the consumer level.

The European market for frozen bakery products also includes savory pastry lines, leading examples of which include pies, pasties and quiches. The UK has one of the region’s largest markets, although sales of frozen products remain modest compared with their chilled counterparts. In ...

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