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Rising to the challenge: European bakery industry research report


What trends are shaping today’s bakery industry in Europe? What impact has Covid-19 had on sales, new product development and long-term consumer trends? What challenges and opportunities lie ahead?

[Download our free European Bakery Report!]


In our survey of 400 senior bakery industry professionals across Germany, France, Spain and the UK, nearly three quarters of them stated that reduced sugar and calorie products are the biggest driver of business growth, as consumers increasingly look for healthier options. But the opportunities lie not only in reduction: half of those surveyed stated that consumers are also more likely to choose products that offer additional nutritional benefits, such as added protein and added fibre.

The health and wellness opportunity

The health and wellness opportunity

Source: European bakery industry research report 2020, Tate & Lyle

While Covid-19 caused a dip in sales for most businesses across almost all channels (with the exception of grocery retail), it has also accelerated this trend towards healthier living as people have become more conscious of the link between nutrition and good health. That being said, consumers also still want products that offer a moment of indulgence, particularly as a way of elevating in-home entertainment and/or to provide comfort in stressful times. Finding the right balance and creating products that are both healthy and give that feeling of indulgence will therefore be key to unlocking growth potential in the market.

As a result, the European bakery industry is innovating rapidly, with 37% of our surveyed professionals saying they are looking to new product development to help counter the impact of the Covid-19 pandemic, while 36% are focusing on product reformulations.

Bakery business response to the COVID-19 pandemic

Bakery business response to the COVID-19 pandemic

Source: European bakery industry research report 2020, Tate & Lyle

Download the report below to explore the survey findings in full, as well as to learn about other routes to growth identified by the survey participants, such as “free-from” and eliminating single-use plastics. Please contact Bakery.Europe[@] for more


Download the full report

Want to know more?

Our expertise in bakery is vast – from breakfast cereals, drinks, cakes, muffins and pastries to bread, cookies, biscuits, crackers and baked snacks – we can help you develop relevant products that consumers will love. Find out more about our bakery expertise and contact us to find out how we can help you capitalise on the key market trends.


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