European Bakery Scene
Stéphanie Brillouet
Head of Marketing - Délifrance UK
Agenda
Introduction to Délifrance
Macro economic trends
EU distribution channels evolution
Trends
Introduction to Délifrance
International Network
Part of the Délifrance Group  NutriXo
 Expertise in milling (Grands Moulins de Paris)
 Expertise in French style bakery products
Bread range
2 technologies
3 sizes
Small
bread
Sandwich
bread
Bread
to share
Viennoiserie range
French style
viennoiserie
French filled
viennoiserie
Indulgent
viennoiserie
Different technologies depending on the desired quality,
price and convenience
A large range of French pâtisserie
 Eclairs, religieuses, Paris-Brest…
 Entremets
 Mille-feuilles
 Tartes, tartelettes
 Mignardises
 Verrines
 Macaroons
Growing savoury range
 Puff pastries: baskets, croissants
and specialities
 Ready to bake technology
Macro economic trends
Macro economic trends
Impact of the economic crisis
 Growth of more basic /staple categories
 Slow down of more luxurious categories but regaining momentum
 Growth of snacking lead categories
Raw material prices & cost pressures
 European manufacturers looking for more efficiency leading to continuing
consolidation of the bakery industry
Health and nutrition concern
 Salt intake, low carb, Free-from
Overall bakery structure is changing
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Decreasing number of artisan bakeries
Development of the retail sector offer
Discounters growth
Bakery chains and coffee shops development
EU distribution channels evolution
EU bakery products distribution
Germany, UK, Spain, Austria, Sweden, Ireland
Catering, 21%
Artisan, 22%
Greece, Turkey, France, Italy,
Belgium, Spain
UK, Sweden, Denmark
Other Retail, 7%
Germany, Austria, Netherlands
Bakery Chains,
7%
Retailers, 43%
Ireland, Netherlands, Denmark, Finland,
Sweden, UK
Retailers
Retail landscape is constantly evolving
Refreshing of larger store formats (supermarkets & hypermarkets)
Growth of discounters
Regained growth of premium offering
Growth of online sales and click & collect
Convenience channel evolution
Making larger store formats working harder
Creating destinations, either
stores or categories to drive
footfall
Make the store space work
harder for promotions and
for specific customer needs
Use of technologies to help
customers once in store
European examples of ISB
Growth of discounters’ bakery offer
Discounters are growing fast across Europe with more and
more stores adding a strong bakery offer
 Looking for quality at a value for money price point
 Looking at introducing more depth in range
Artisanal Bakery
Artisanal bakery evolution
Modern ways of displaying bakery products
Lagkagehuset Bakery, Copenhagen, Denmark
Joseph – Brot vom Pheinsten, Vienna, Austria
Praktik Bakery, Barcelona, Spain
Blé, Thessaloniki, Greece
VyTA Boulangerie, Turin, Italy
Princi, Milan, Italy (also in London)
Bakery Chains
Growth of bakery chains – Success Factors
Positioned as “artisanal bakeries” whilst driving high volumes
 Bread is made on site or at a central industrial bakery
 Viennoiserie, pâtisserie and savoury products often outsourced or
produced industrially
Aggressive promotions
Targeted prices
Targeted range and quality
Location – retail parks, high traffic roads, urban areas
Examples
c. 500 bakeries mainly in
Germany
Marie Blachère
Over 200 shops mainly in
France
One of the original bakery
chain present in 29 countries
Trends
Premiumisation / Indulgence
Levain
Sourdough
Mother dough
Fermentation
Wild yeasts
Natural burst
Dessert
Trends
Rustic
Artisanal
Bread
Mini selection
Big sharing breads
Cup cakes  Macaroons  Eclairs
What’s next?
Darker colour
Sandwich breads
Hot dog rolls
Japanese influence
Classics
Revisited
New burger buns
Éclairs trendy in France, growing around Europe
Great British Bake Off
Shops dedicated to one single product
Premiumisation / Indulgence
Levain
Sourdough
Mother dough
Fermentation
Wild yeasts
Natural burst
Japanese influence
Dessert
Trends
Rustic
Artisanal
Bread
Mini selection
Big sharing breads
Cup cakes  Macarrons  Eclairs
What’s next?
Darker colour
Sandwich breads
Cronut
Crookie
Macanut
Townie
Hot dog rolls
Classics
Revisited
Hybrid
Dosant
Duffin
New burger buns
Muffle
What’s next?
The new Hybrid Products…
Cronut
Crookie
Duffin
Macanut
Townie
Muffle
Wellthy
Gluten free
Sugar reduction
Free form
Reduce
Balanced carbs
Reduce salt
Wild ingredients
Scandinavian
Healthy
Perceived
Cuisine
Mediterranean
Natural flavours
Natural
World
Vegs inclusion
Convenience
Sandwiches
in bakery
outlets
Bake at
home
bakery
products
Hand held
products
Packaging
for on-thego food
New retail
access
points
Adding extra convenience…
New retail
access
points
Ingredients
Provenance
Heritage vegs
Spelt
Amaranth
Ancient
Grains &
Seeds
Revival
Chia
Teff
Ingredients
Farro
Wild flowers
Forgotten herbs
Kamut
Rose / Violet
Quinoa
Linked to health benefit
Smoked
Natural
Flavours
BBQ
Lemon
Cuisine
Hybrid cuisines
Savoury desserts
Mash Up
Sweet & savoury
Middle Eastern
Japan
Big
Influencers
Scandinavia
Peruvian
New Kids
On The
Block
Brazilian
Thank you for your attention