EU Bread Brands: Healthy Ranges and Engaging Consumer Dialogue

It is an exciting and dynamic time for bakery in the EU. Every country on the continent has a long tradition of baking and, although the market is highly saturated, the door is always open to new and innovative products and approaches.

Living is fast and saving time is probably the most important “ingredient” for the majority of buyers aftertaste. The need for tasty products with long-lasting freshness, coupled with a growing awareness about healthy living and eating, has prompted manufacturers to find ways to satisfy their consumers’ desires. The three biggest bakery markets in the EU are Germany, France and Italy. Important brands from other countries in the EU are also included here, to illustrate the diversity and shared trends.

Germany is the largest market in the EU and dominates when it comes to launching new specialty products. Mestemacher is a leading manufacturer of long-lasting pre-packaged German-style wholemeal bread and pumpernickel.

For the Gourmet Pumpernickel sliced bread for canapes, the brand has introduced innovative tube packaging. All bakery markets in recent years have one thing in common: the impressive demand for gluten-free products. The leader in this niche is the German manufacturer Schaer.

In France, boulangeries and artisan unpackaged bread are still the first choices for many consumers. Others are indulging in pre-packaged softness, offered by two of the largest domestic manufacturers, Harry’s and Jacquet. The first is known for introducing the first “American-style” white soft sliced bread to the French market. While this type of bread is still popular, the demand for healthier options prompted Harry’s to launch products suitable for the new type of consumer. The company decided to extend its portfolio with Si Bon! Sans Gluten, made with rice flour. They also launched Le Moment Burger range, following consumers’ new-found love for rich, artisan or homemade burgers.

Jacquet is a Limagrain Group brand offering pre-packaged bakery products. While Harry’s was inspired by American bread, Jacquet found role models much closer to home, in the UK.

The strong bakery industry in Italy includes three large bakeries, which have outgrown the domestic market and expanded into other markets within the EU. While Germany dominates with specialty breads, made to fulfill functional needs, Italy supports consumers who wish to indulge in soft and tasty baked goods, without worrying about the sugar and salt content.

Read more in our print magazine European Baker & Biscuit (Nov/Dec 2016)!