Extending the Products Range is Key


The market for ready-to-bake and pre-baked items is characterized by a progressive trend toward high-quality and premium products, but freshness, taste, flavor, price, and the health advantages offered are the primary factors that influence the purchasing decisions of customers in the bakery market segment.  Because the preferences of consumers tend to shift over time, there is an ongoing demand for innovative solutions to ensure customer satisfaction.

According to Technavio, the size of the bakery products market in Europe is projected to increase at a compound annual growth rate of 3.28% until 2026 The expansion of the bakery products market in Europe is being driven in large part by the increasing prevalence of in-store bakeries in supermarkets. However, the impact of the conflict between Russia and Ukraine is posing a challenge to the expansion of the bread products market in Europe. 

The bread and rolls category of the bakery products market in Europe is expected to see a considerable gain in market share over the course of the forecast period. The majority of the products that fall under this category are bread made with whole wheat flour, sourdough, rye, pita, focaccia, multigrain, white, and multigrain rolls, as well as rolls for hot dogs and subs. Bread consumption habits throughout the EU are extremely diverse; yet, on an annual basis, the average person in most nations consumes fifty kilograms (kgs) of bread. Wheat’s gluten content has been linked to a variety of health issues, including wheat allergy and celiac disease, as well as symptoms including bloating, cramping, diarrhea, and illness.

As a result, consumers who are sensitive to gluten are increasingly selecting bread that is produced using raw materials that do not include gluten. The expansion of the industry is being driven by the rising demand for organic and gluten-free bread and rolls, which is a direct result of the growing health consciousness among consumers in the region.

Major Producers Have Their Sights on Innovation

At SIAL earlier this year, Ditsch presented a new pretzel, a handmade artisanal product that looks ” really attractive to consumers. It can be used for half snacks, or to build up snacks. It’s fully baked, so it’s highly convenient. You just need to defrost them, but they also have a long shelf life before defrosting, 360 days. The product has 85 grams so it’s not too much, not too big, we think it is a perfect size,” Christian Maier, head of Product Management and Innovations at Ditsch explains.

Free-from and organic aren’t the main categories at Ditsch, but the company introduced pretzels to cover this segment two years ago. ” It’s quite successful it’s a really good quality, we use special flour for it, which is, of course, organic flour, it’s a really nice recipe, and it’s an added value for the customers.” Regarding sweet pretzels, Christian Maier says the company entered this segment recently.

” We have started last year with a range of sweet products, we have the salted caramel pretzel, we have the chocolate-filled pretzel and this year we came out with these sweet pretzels. This is something to add to our assortment, to extend it, and also give our customers the possibility to extend their range. We do private label products as well as our Ditsch print products, so we have a lot of tailor-made recipes, and we are quite flexible and customer-oriented. The already baked products are more important in our export business because in some outlets they are not able to bake,” he adds. Talking about trends, Christian Maier says that “clean label is a trend, to have fewer E numbers in a recipe, and the artisanal look is also more important.”

To read the entire article, please access your complimentary e-copy of Frozen Food Europe November-December, 2022 issue here.