The Gira European Bakery Company Panorama 2001-2011/2012 & 2016 February 2013 Gira 2013 1
Introduction The Gira European Bakery Company Panorama is a focused, one-stop source for all the basic information operators need on EU bakery companies and their markets. It covers bakery consumption, distribution and production in each country of the EU and at global EU-27 level, listing the relative importance of the key players and what is happening in the business The Panorama is an additional service to Gira s traditional consultancy and strategic market research reports. Our objective in preparing this Panorama has been to provide operators and other industry stakeholders with information on the European bakery companies and their environment which is: Up-to-date : we update it regularly Comparable and clear : each country report follows the same basic format Really useful : simple information that every operator needs, and which can be built upon easily Authoritative : Gira possesses a unique source of comparable bakery market and company information. The Gira Panorama has 3 main sections: Pan-EU Synthesis and Analysis, including League Tables of all the major EU Bakery groups Country Reports for each member state of the EU-27 and Turkey: full description of the bakery industry and the market conditions Profiles on the top 96 European bakery companies. This Overview contains information and conclusions drawn from the individual country studies which are an integral part of this research programme. Work on the study was carried out between March and October 2012. Gira 2013 2
Scope and definitions Bakery products differentiation at consumer level: Bakery products: we cover each of bread, viennoiserie, patisserie and savoury pastry snacks (to be consumed hot) biscuits and cereals are NOT included Products technologies: fresh (un-packed or packed at the point of sales, shelf-life 1-2 days), prepacked long-life (packed at industrial level, branded, shelf-life over 2 days), prepacked for home-baking (needs final baking/thawing at home). Production methods: Artisanal scratch production (on the premises): this is mainly to be found at bakers' shops and in-store baking units in hypermarkets (but can also be found in restaurants for patisserie) Industrial production (prepacked long-life and home-baking, fresh finished, bake-off). Distribution circuits: Retail distribution: artisan bakers, modern retail (including hard-discount stores), bakery chains (more than 10 sales outlets), "other retail" (convenience stores, petrol stations and small grocery stores) Catering sectors: commercial catering (restaurants and hotels - independent and chains, transport), social catering (education, workplace, health/welfare). EU-27 splits EU-15 NMS-12 Countries AT, BE, DE, DK, EL, ES, FI, FR, IE, IT, LU, NL, PT, SE, UK BG, CY, CZ, EE, HU, LT, LV, MT, PL, RO, SI, SK Gira 2013 3
Bakery Consumer products Type Recipes Description Bread Baguette, stick, rustic bread, buns Viennoiserie Croissant chocolate roll, Danish pastries, donuts Patisserie Cakes, muffins, tarts, cream pastries Savoury snacks Savoury puff pastries, sausage rolls, baguette with topping, mini savoury tarts to be eaten hot Gira 2013 4
EU-27 bakery products consumption overview Total consumption: 40.1 mio tonnes in 2011 Total EU-27 bakery consumption was assessed at 40.1 mio tonnes in 2011 and EUR 126.4 bio Total consumption has decreased by 0.2% pa between 2001 and 2011 Bread accounts for 79% of total bakery products consumption by volume Fresh products dominate consumption, with 68% of market volume Prepacked products will drive market growth until 2016, together with savoury pastry. Gira 2013 5
Bread and fresh bakery products share by country Bakery products consumption breakdown, 2011 Latvia Poland Estonia Denmark Turkey Germany Slovakia Portugal Sweden Greece Italy Slovenia Netherlands Ireland Czech Republic Hungary Belgium Romania Bulgaria France Lithuania Spain Austria United Kingdom Finland Cyprus Turkey Portugal Italy Netherlands Poland France Slovenia Greece Belgium Cyprus Spain Hungary Romania Slovakia Austria Germany Lithuania Czech Republic Finland Denmark Latvia United Kingdom Sweden Bulgaria Ireland Estonia 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % bread % other bakery 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % Fresh % Prepacked Gira 2013 6
Bakery products distribution (% volume) 100% Breakdown of total & fresh bakery products distribution, EU-15 vs. NMS-12, 2011 80% 60% 40% 20% 0% 32% 35% 22% 24% 24% 18% EU 27 EU 15 NMS 12 EU 27 EU 15 NMS 12 Total bakery Fresh bakery Catering Other retail Bakery chains Modern retailers Artisan 2.0% % volume growth pa 2011/2016 1.0% 0.0% -1.0% -2.0% Modern retail Bakery chains Catering 0 Other retail 10,000 20,000 Market volume ('000t) Bakery volumes and growth by distribution circuit EU-27, 2011/2016-3.0% Artisan Gira 2013 7
Bakery products consumption broken down by type of supply Bakery products consumption broken down by type of supply, EU-27, 2011 (by volume) Artisanal and industrial supplies by countries - 2011 In 2011 industrial supply accounted for 66% of EU-27 total bakery product consumption, against 34% for artisanal manufacturers The share of industrial production is expected to reach 69% by 2016 Estonia Ireland Sweden Bulgaria Latvia United Kingdom Netherlands Finland Denmark Austria Czech Republic Lithuania Slovenia Germany Spain Romania Slovakia Hungary EU-27 Belgium Cyprus Portugal Italy Poland France Greece (% volume, cooked weight) Turkey Artisan supply Industrial supply 0% 100% Gira 2013 8
Prospects for artisanal and industrial supplies Growth % in bakery products supply methods EU-27-2011/2016 Growth in '000 tons in bakery products supplies EU-15 vs. NMS-12 2011/2016 5% Bake-off % volume growth pa 2011/2016 0% Other retail Prepacked home-baking Retail in-store Fresh finished Artisan Prepacked longlife 0 15,000-5% Market volume ('000t) Gira 2013 9