Key Business Outlooks For 2025: Winfried Hartwig, Handtmann
We see steady growth in the global and regional bakery markets, driven by increasing demand for high-quality and efficient production solutions. Our priorities for 2025 include further developing our technologies in terms of automation and strengthening our customer relationships.
We see steady growth in the global and regional bakery markets, driven by increasing demand for high-quality and efficient production solutions. Our priorities for 2025 include further developing our technologies in terms of automation and strengthening our customer relationships.
As we step into 2025, the baking industry is evolving at an unprecedented pace, driven by shifting consumer preferences, sustainability demands, and technological advancements. To gain a clearer picture of what lies ahead, we spoke with industry leaders, from large-scale manufacturers, ingredient suppliers, and technology innovators to professional associations that push the industry’s objectives on the public agenda.
In this special section, experts share their perspectives on the biggest trends shaping the market—from the growing demand for clean-label and plant-based products to innovations in precision fermentation, upcycled ingredients, and AI-driven production processes. They discuss how economic pressures, supply chain challenges, and sustainability goals are reshaping business strategies and what opportunities lie ahead for bakeries of all sizes.
Will 2025 be the year of functional baked goods? How will automation and digitalization continue to transform operations? And what role will climate-conscious sourcing play in consumer decision-making? Our panel of industry insiders weighs in on these critical questions, offering valuable insights to help businesses navigate the evolving landscape.
Read on for exclusive interviews with the visionaries shaping the future of baking.
Winfried Hartwig, Industry Sector Development Bakery & Sweets / Alternative Proteins, Handtmann
Considering market volatility, supply chain disruptions, energy costs, and workforce challenges, how would you assess your company’s performance over the past year?
Despite the challenges, we have maintained our position as a global leader in vacuum fillers and portioning systems for the food industry. We also achieved growth in the bakery sector.
What are your expectations for 2025, taking into account the lingering impacts of 2024 and the evolving market dynamics?
We hope that the market situation will ease in the second half of 2025 and that an upward trend will begin. We aim to advance our presence in the bakery sector with new systems specifically designed to meet the needs of bakeries.
How do you foresee the global and regional bakery markets evolving, and what are your company’s top priorities for 2025?
We see steady growth in the global and regional bakery markets, driven by increasing demand for high-quality and efficient production solutions. Our priorities for 2025 include further developing our technologies in terms of automation and strengthening our customer relationships.
What have been your primary growth drivers over the past year, and what is the most significant lesson you’ve learned in managing your operations?
The recognition of our systems within the industry and their specific advantages, such as very high weight accuracy and the ability to process very soft, sticky doughs and masses, have been key growth drivers. The most significant lesson was the need to remain flexible and adaptable to find the optimal solution for our customers.
As competition in the baking industry intensifies, what strategies are you employing to strengthen your market position? How do you balance operational investments with innovation and R&D?
We focus on continuous innovation and close collaboration with our customers to provide solutions. Our investments in research and development are aimed at promoting both operational efficiency and technological advancements.
What unexpected developments occurred in 2024, and how did they influence your business operations or strategies?
An unexpected development was the uncertain political situation in many countries, leading to industry uncertainty. However, our strategic direction was not affected by this.
What are the most significant forces driving change in your business for 2025, and how is your company preparing to address them?
The most significant forces are technological innovations and changing consumer preferences. We are preparing by investing in new technologies and expanding our product range to meet our customers’ needs. We have also expanded our service area to work even more closely with our customers.