Consumption Trends in the Three Biggest Eastern European Bread Markets

Despite being a staple product, the total global per capita consumption of bread has seen a continual decrease over the last decade as a result of consumers’ changing daily habits and preferences, as well as the development of foodservice outlets and a culture of eating out.

By Lenka Patrakova, Analyst at Euromonitor International

Whilst the production of bread has become more technologically advanced, the perception of bread is still carved in stone. Bread was not only called “The Staff of Life” in Biblical times, but this expression is still commonly used today and the baking trade is seen as one of the oldest crafts in the world. Although bread is considered to be a very simple product, made using just four ingredients (flour, yeast, salt and water), it is a widespread product due to its rich nutritional value, fiber content and additional functional ingredients, which have a positive impact on health.

In spite of it being a staple product, the total global per capita bread consumption has seen a continual decrease over the last decade as a result of consumers’ changing daily habits and preferences, as well as the development of foodservice outlets and a culture of eating out. In 2015, it is estimated that Eastern Europe will show the second highest per capita consumption of bread in the world, preceded only by Western Europe and followed by Latin America (with figures projected to reach 57 kg and 39 kg respectively by year end). When measured in per capita consumption terms, Eastern Europe is projected to see figures drop from 44 kg in 2014 to 43 kg in 2015, reaching its lowest level in 10 years. Focusing solely on key, researched Eastern European markets and excluding countries in the former Soviet Union, people in Bulgaria, Serbia and Romania are consuming the most bread, while inhabitants of Bosnia-Herzegovina, Slovenia and Poland are eating the lowest amount.

Poland, for example, may be the largest bread market in volume terms, but it is projected to see the third lowest per capita consumption figures in 2015 (with numbers down on the previous year). Romania, on the other hand, looks set to record growing per capita consumption in 2015 and generate the second highest volume sales of bread. The Czech Republic is expected to close the top three in terms of volume sales in 2015, but record only the sixth highest (and moderately falling) per capita consumption figures.

You can read more in the latest issue of our print magazine European Baker (Sept/Oct)!