Impact of the economic crisis Growth of more basic /staple categories Slow down of more luxurious categories but regaining momentum Growth of snacking lead categories Raw material prices & cost pressures European manufacturers looking for more efficiency leading to continuing consolidation of the bakery industry Health and nutrition concern Salt intake, low carb, Free-from Overall bakery structure is changing Decreasing number of artisan bakeries Development of the retail sector offer Discounters growth Bakery chains and coffee shops development
Retail landscape is constantly evolving Refreshing of larger store formats (supermarkets & hypermarkets) Growth of discounters Regained growth of premium offering Growth of online sales and click & collect Convenience channel evolution
Making larger store formats working harder Creating destinations, either stores or categories to drive footfall Make the store space work harder for promotions and for specific customer needs Use of technologies to help customers once in store
Growth of discounters’ bakery offer Discounters are growing fast across Europe with more and more stores adding a strong bakery offer Looking for quality at a value for money price point Looking at introducing more depth in range
Growth of bakery chains – Success Factors Positioned as “artisanal bakeries” whilst driving high volumes Bread is made on site or at a central industrial bakery Viennoiserie, pâtisserie and savoury products often outsourced or produced industrially Aggressive promotions Targeted prices Targeted range and quality Location – retail parks, high traffic roads, urban areas
Examples Marie Blachère Over 200 shops mainly in France c. 500 bakeries mainly in Germany One of the original bakery chain present in 29 countries
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