Bake-off Bakery Markets in the EU 2008/9-2014 - Gira

Bake-off Bakery Markets in the EU
2009/2010 - 2014
Opportunities, Strategies & Forecasts for the next 5 Years
The latest edition of Gira's unique, 4-yearly EU frozen dough markets programme
France - Germany - Italy - Poland - Spain - United Kingdom
Austria - Belgium - Czech Republic - Denmark - Finland - Hungary - the Netherlands - Portugal - Sweden - & Switzerland
A Multi-Client Study completed in December 2010, for:
– Bake-off Bakery Products Manufacturers
– Industrial Bakers
– Wholesalers and Importers in the Bakery Chain
– Retailers & Caterers
– Machinery and Packaging Suppliers
– Financial Investors.
Gira 2011
13, chemin du Levant
F - 01210 Ferney-Voltaire
Tel : (33) 4 50 40 24 00 Fax : (33) 4 50 40 24 02
E-mail : a.fremaux@girafood.com Web site : www.girafood.com

Why Buy this Study
Current market uncertainties mean there is real need now for expert insight into the future of EU bake-off.
This third edition of one of Gira's most successful studies supplies all the information & analyses you need.
In the globally static EU bakery market, bake-off products are almost unique in offering high growth prospects, and they have
already become a key target for almost all European industrial bakers. But where are the best opportunities
Which circuits (now that even hard discounters are adopting bake-off), which products (recipes and formats), and which bake-off
technologies should be targeted
And who will the winners be The frantic M&A activity seen in bake-off before the economic crisis is sure to pick up again once it is over.
The current recession is accelerating the pre-existing market and industry trends, creating both greater opportunities and bigger threats for all
operators. The bake-off market and its suppliers will be very different in 5 years from now ...
Operators throughout the supply chain all agree that bake-off is THE future - how best should you make it YOUR future
For the ANSWERS it gives you ... where is this major trend leading
Which countries, markets & product categories will show the best growth over the next 5 years Facts, figures & forecasts
How important will bake-off products really become in each market Which technologies will be the winners
How will retailers' and foodservice chains' bakery production methods and procurement develop
How will the fresh bakery product offer and production methods develop in (hard) discount retail and in C-stores
Which of today's major manufacturers represent supplier best practice - will it still be them in 5 years
For the STRATEGIC INSIGHTS & RECOMMENDATIONS it provides you with ... what does it mean for me
Adapting product ranges and bake-off technologies to consumer demand and to the production methods of each channel
Benefiting from the growing demand for convenience
Optimal distribution of bake-off products for manufacturers
Taking the opportunities that foreign markets offer - but also defending home markets against foreign imports
Lessons from recent history – benchmarks – examples – and developed, strategic profiles of all the main operators.
And for all the analyses, current data & forecasts that will allow manufacturers and retailers to optimise
their situation today and to develop solid strategies and action plans for tomorrow.
Gira's unrivalled experience & expertise in EU bakery markets make it
uniquely capable of carrying out this most demanding assignment.
Gira 2011
Contact: Anne Fremaux Tel. +33 4 50 40 24 00 e-mail a.fremaux@girafood.com
2

A Full-coverage Study of the EU's
Bake-off Markets & Industry
This is the third time that we have carried out this unique study of bake-off bakery markets in the EU.
Gira is now the accepted reference point for the whole bakery industry.
Scope
Products All bake-off products & technologies: key products (bread, viennoiserie, patisserie, hot savoury snacks); key
technologies (ready to prove, ready to bake, thaw & serve); all storage forms (frozen, chilled & ambient)
Markets All distribution circuits: modern and traditional retail, hard discount, foodservice and wholesalers
Countries All the main EU bake-off markets: France, Germany, Italy, Poland, Spain, the UK, Austria, Belgium, Czech Republic,
Denmark, Finland, Hungary, the Netherlands, Portugal, Sweden - as well as Switzerland
Operators Strategic profiles of all the major industrial bake-off bakery products suppliers
When 2001 – 2004 – 2009/10 – Forecasts through 2014.
PRESENTATION
EXECUTIVE SUMMARY (~ 200 pages)
What you get
♦ A half-day, tailored presentation highlighting the key research conclusions and
recommendations for you.
♦ Comparing and contrasting the structure and dynamics of bake-off bakery
markets throughout Europe: product/market/operator opportunities, 5 years
forecasting, conclusions and strategic recommendations for all operators.
♦ League Table of the Top bake-off manufacturers.
COUNTRY REPORTS (over 2,000 pages) ♦ The 16 major EU markets. Exhaustive coverage of bake-off dynamics & drivers in
each market and its supply chain, including:
- Bakery products consumption dynamics - The demand for bake-off products - Bake-off industry & supply analysis
- Distribution structures: retail and foodservice - Main criteria governing production methods - Strategic profiles of the main producers
- Fresh bakery products production methods - Methods of procurement - Conclusions, Forecasts & Recommendations
Report
Cost
Gira 2011
Timing & Cost
Completed December 2010 – Available in one hard-copy and all files on CDRom - in English
Euros 25,000 (before any tax) for the full report. Part subscription options are also available (see page 19 of the
Proposal).
Contact: Anne Fremaux Tel. +33 4 50 40 24 00 e-mail a.fremaux@girafood.com
3

Proposal Contents
Page
1. Introduction 5
2. Study objectives 12
3. Scope 14
4. Methodology 16
5. Structure & contents of the reports 17
6. Subscription 19
7. Gira's bakery sector clients 20
Annexe 1: Synthesis volume contents 21
Annexe 2: Country report contents e.g. Austria 22
Gira 2011
4

1. Introduction to the EU bake-off markets
In a context of a globally stagnant bakery product
consumption in the EU, bake-off products offer
huge growth prospects:
Bakery production from bake-off is increasing to the
detriment of in-store scratch production and fresh
deliveries
Meaning that this market is growing by 3% to 13% per
year - depending on the country
And this may soon be reinforced by the renewal of fresh
bakery product consumption, after years of decline.
Bake-off bakery products are now the key target
for almost all of Europe's industrial bakers, as
they offer real growth opportunity in all markets.
But where really are the best opportunities
In which countries Where are the biggest markets, the
markets where there are most - and least - growth
prospects… and why
In which circuits Modern retailers used to be the driver
of the industry, but even artisan bakers are coming
round to bake-off – and what about hard-discount...
For which products Are bread and viennoiserie
definitely the winners, or should producers target sweet
and savoury snack products
With which technology Are there threats for the
dominant technology of ready-to-bake
Bake-off is clearly the future – But how best to
make it YOUR future
Gira 2011
35,000
30,000
25,000
('000 tonnes)
20,000
15,000
10,000
5,000
0
9%
Bakery products production methods
& share of bake-off, EU-16
12%
15%
2001 2004 2009 2014
Industrial -
Prepacked home-baking
Industrial -
Prepacked long-life
Industrial -
Bake-off
Industrial -
Fresh finished
Retailers in-store
scratch baking
Artisan bakers
scratch baking
Source: Gira
This new unique database and analysis includes
several key elements:
The largest EU New Member States are covered:
Poland, Hungary and the Czech Republic
A special focus has been made on the strong-growth
hot savoury pastry snacks segment
Specific attention has been put on the fresh bakery
supply strategies of hard-discounters and C-stores
And, not the least, it includes a league table ranking the
top European producers – A REAL FIRST!
5

At a glance – The Competitive Dynamics driving the
bake-off markets
2. Bakery products
distribution prospects
• Retail competition & new actors
in fresh bakery supplies
• Foodservice and OOH
1. Bakery products
consumption
trends
• Fresh versus prepacked
• Consumer preferences
Source: Gira
Gira 2011
Bake-off markets
1. Types of products
2. Bought by whom
3. How produced
4. What degree of
convenience
5. Supplied by whom
5. Structure of the
Bake-off industry
• Top bake-off producers
• Strategies
3. Production strategy
options
• From scratch baking on-site
• Reselling fresh bread
• Bake-off
4. Level of
convenience in
Bake-off
• Ready-to-prove
• Ready-to-bake
• Thaw & serve
6

Key consumer trends in the EU-16 bakery market
1. Fresh bakery products and bread are
still dominant
With respectively 73% and 81% of total bakery
consumption, fresh products and bread dominate
bakery consumption in EU-16.
However these proportions as well as future trends
vary considerably from one country to another:
Fresh bakery products consumption is expected to start
to grow again through 2014
But savoury pastry will lead product growth.
In a globally mature market, these contrasting trends
may represent opportunities or threats for operators
in the chain.
Food trends have impacted bakery products
in different ways:
Viennoiserie and patisserie have been hit by the
economic crisis and by increasing health concerns
Whereas bread has benefited from these trends
And savoury pastry products are surfing on the snack
and food-on-the-go trend
Traditional, regional & ethnic, pleasure, convenience,
“free-from”… are among other trends that affect
bakery product markets in different ways.
Successful suppliers and retailers must have a
good understanding of the drivers & brakes of
bakery consumption, as well as understanding
each markets’ specificities.
9,000
Bakery products consumption
in 2009
by technology & by product
9,000
('000 tonnes)
Prepacked home-baking
Prepacked long-life
Fresh
('000 tonnes)
Savoury pastry
Patisserie
Viennoiserie
Bread
0
Source: DE Gira FR IT UK PL ES NL BE CZ HU PT AT SE CH DK FI
Gira 2011
EU-16 Countries
0
Source:
DE
Gira
FR IT UK PL ES NL BE CZ HU PT AT SE CH DK FI
EU-16 Countries
7

Fresh bakery products distribution dynamics
2. Bakery products retail trends
Modern retailers now hold 31% of fresh bakery
product distribution in EU-16, and they are expected
to become the number one circuit by 2014.
They offer great opportunities as:
They are further concentrating
They are looking for rationalisation of the bakery offer,
production methods and bake-off supplies
And they want more and more convenience.
Even if artisan bakers will show further decline, they
offer profitable opportunities for those bake-off
manufacturers who can target them properly.
The “other retail” sector may also be a promising
sector, especially petrol stations and convenience
stores in some specific countries.
But the most significant new element in the equation
is the growing presence of hard-discounters in the
distribution of fresh bakery products and bake-off:
Their ranging and buying methods (limited product
range, high volume/low price) will have far-reaching
structural implications for the whole industrial bakery
sector – and IT HAS ALREADY STARTED!
Our Study gives real strategic insight for this sector.
The growing importance of Foodservice
The economic downturn has impacted this channel,
but in the long-run foodservice demand is expected
to rebound to pre-crisis levels and should remain
an important growth market for bakery products:
Catering will even become the number one distribution
channel for some fresh bakery products
The impact of eating-out will be positive for all bakery
products.
This is a market with real potential, but one which
requires specific positioning and supplies.
% volume growth pa 2009/2014
3.0%
1.5%
Bakery chains
Commercial
catering
Artisan bakers
Modern
retailers
Other retail
Social catering
0.0%
0 2,000 4,000 6,000 8,000 10,000
-1.5%
Trends in fresh bakery distribution - 2009/2014
Gira's new Study focus on these major trends –
emphasizing the major growth areas and
opportunities that they represent for suppliers.
-3.0%
Source: Gira
Market volume 2009 ('000t)
Gira 2011
8

Production strategy options
3. Scratch against bake-off
It is no accident that bake-off is on the increase as all
retailers find it more and more difficult to get qualified
bakers to produce from scratch in-store.
Among some drivers and brakes to the development of
bake-off are:
Broadening the product range
The improving quality of bake-off products
Freezing storage capacity
Flexibility
Competition from premium scratch baking
Investment needed
No skilled staff needed, etc.
Our Study analyses and quantifies the future impact of
all of these, by products, by sector & by country.
Origin of fresh bread sold by modern retailers - 2009
4. Level of convenience in bake-off
The Study has identified the main opportunities for
each type of bake-off technology, from raw to "thaw
& serve" products, as well as examining specific key
aspects:
The remaining potential (if any) for "prove-in-the-oven"
products
Specific recipes, formats and formulations required
Choosing the optimum price level(s)
And the share of chilled and ambient bake-off products.
Gira's research has updated, by product and by
circuit, the development stage of each technology –
and the rate at which development will take place in
the future.
Catering bake-off viennoiserie consumption -
2001/2014
Reselling
Source: Gira
From
scratch
baking
Bake-off
('000t raw weight)
250
200
150
100
50
Gira 2011
Source: Gira
AT BE CZ DK FI FR Countries
DE HU IT NL PL PT ES SE CH UK
Scratch baking
Bake-off frozen
Bake-off chilled
Re-selling
0
Source: Gira
2001 2004 2009 2014
Ready to prove Ready to bake Fully baked
9

Industrial bakers must respond to the challenge
5. Optimising the offer:
Our Study provides complete market & competitor coverage, indicating not only which countries are offering
the best opportunities for bake-off investment, but also why.
As well as market size and growth, all the major strategic issues for bake-off producers have been covered:
By country, product and circuit: the highest potential recipes, formats and bake-off technologies
Together with the customer adaptation and services needed to accompany the products:
• Price strategies
• Bake-off solutions
• Tailor-made services.
Defining distribution strategies:
Bake-off product distribution is becoming a strategic issue for all operators, who will increasingly need to know:
The degree of centralisation of retailer purchasing to expect in the future
The logistic constraints for each client – and the way to respond to them
The impact of international wholesalers and importers on each domestic market and its producers.
In a growing competitive environment, is forward integration a solution
Targeting export markets:
Each country's bakery industry is no longer limited just to that
country's frontiers and culinary traditions:
On average, almost 20% of bake-off producers' turnover is generated on
export markets
And the EU's New Member States have been identified as particularly
attractive targets – but is it already too late
The Study identifies the winning strategies for importers & entering
new export markets.
Gira 2011
350
300
250
Trade ('000 t raw weight)
EU-16 trade bake-off balance - 2009
200
150
100
50
0
-50
-100
-150
Exports
Imports
Import
Export
Net trade
Source: Gira
FR DE ES PT HU PL FI Countries DK CZ SE IT AT CH BE NL UK
10

M&A in the baking industry is still far from over:
bake-off operators will continue to consolidate
Bake-off Industry structures
Bake-off has become a "real" industry, with its own optimal
structures and its own dynamics. The over 200 bake-off
producers analysed by Gira allow a unrivalled
understanding of this industry, that has for long been
fragmented.
Recent M&A activity and concentration has led to a new
face of the bakery industry:
With fierce competition between the multinational bakery groups
With new players growing considerably in importance at EU level
While some national players are becoming bigger and bigger
And some markets are still “closed” (in the hands of vertically
integrated companies).
There is still high potential for international growth
through M&A in the bake-off market
But will it be just the existing large groups that drive further
consolidation - with what likelihood of success – and on which
markets
Or will we see other bake-off manufacturers and investors taking
on a European dimension as dynamic national operators look for
opportunities beyond their frontiers
Typology and share of bake-off producers
2009
Small
sized
Integrated
Source: Gira compilation
Medium
sized
Multi
national
groups
Large
companies
The leading bake-off suppliers'
zones of activities – and their
growth strategies
This new Study of bake-off supplies all the necessary analyses, strategies, forecasts and
profiles of the EU's top 50 bake-off companies.
Gira 2011
11

2. Study objectives
The key objective of our Study has been to measure the bake-off market and to situate it in its dynamic
context - its industry structures, its country and regional coverage, and the many different strategies of
its operators and their clients.
This is all shown over a time horizon going from 2001, via the present day (2009/10), to 2014 - the date by
which those trends which are only in their infancy today will have fully materialised.
We have taken full account of the impact of the present economic crisis on markets and raw material
procurement and investment strategies.
Our Study looks at both the supply and the demand constraints for the medium term, distilling the lessons from
both into a series of strategic conclusions and recommendations for operators along the supply chain.
The above have obliged us to carry out the following sub-analyses:
Drawing up a complete overview of the bakery consumption markets in the chosen countries,
using a clear segmentation of this vast, under-documented and highly complex market:
• By product: bread, viennoiserie, patisserie, savoury pastry snacks
• By conservation method: fresh vs. prepacked
• By distribution channel
Analysing the main trends in all retail and catering markets for all categories of bakery products: ranges of
products, fresh bakery counter vs. prepacked, quality segmentations, packaging, branding & marketing
Describing and explaining the fresh bakery products production/supply strategies in each of the countries
covered – for each distribution circuit
Providing an exhaustive description and quantification of bake-off markets and supply:
• Volume and market share of bake-off products in the bakery market – by product and by technology
• Customer outlets: criteria for choosing a production method
• Methods of procurement of bake-off products by circuits.
Gira 2011
12

Study objectives (2)
[continued]
Identifying and analysing the main bake-off producers in each country:
• A review of the product ranges and technology policies of the main bake-off bakery products manufacturers
• A ranking by producer and country
A detailed analysis of trade in bake-off products
Qualitative and quantitative forecasts through 2014.
2009 has been our basis for current data, but in view of the importance of the current economic crisis, we
also give our estimates for 2010.
A large part of our results and analyses has also come from drawing up the extensive bake-off manufacturer
profiles included in each Country Report.
These cover all the EU's (and Switzerland's) major manufacturers and constitute a unique body of
research in themselves
They include all data currently available (and Gira's own informed estimates where data is lacking)
... together with a SWOT in each profile, based on Gira's assessment of the company in its markets
and competitive environment.
Having reached our objective of describing the dynamics of the present situation and forecasting through
the next 5 years, we have completed the process with a series of recommendations for operators, both in
the Country Reports and, of a more general nature, in the Synthesis volume.
Gira 2011
13

3. Scope and coverage
Since its first research on European bake-off bakery markets in 2001, Gira has been using the same product
categories in each country, in order to standardise product definitions and thus allow international comparison.
And in each Country Report, extensive descriptions and photos are given of the main products in each Gira
product category, "for the avoidance of doubt".
Gira's Bakery Product Categories
Bread
• Standard (white) bread, special bread and soft bread
• Large pieces (baguette, loaf) and small breads (rolls,
sandwich bread…)
Viennoiserie
• Puff pastry: croissant, pain chocolate, most Danish pastries
• Risen dough: brioches, milk bread
• Fried dough: doughnut, berliner
Patisserie (dessert cakes)
• Cakes, sponge cakes, muffins, madeleines
• Tarts and pies (pastry bases filled with fruit, cream…)
• Cream pastries (Genoese biscuits + cream)…
"Savoury pastry snacks"
For the first time ever, special coverage has be given to savoury
bakery products, eaten as hot snacks.
Bakery Consumer Product Categories
• Fresh products
• Prepacked long-life products
• Prepacked products for home-baking.
Gira 2011
Bake-off Technologies
The different bake-off technologies are also
clearly identified.
Ready to prove
• Raw bakery products
Ready to bake
• Part-baked/pre-proved bakery
products
• Prove-in-the-oven products
Thaw & serve
• Fully baked bakery products
Where relevant, there is also a segmentation by
the conservation method of the bake-off bakery
products concerned:
• Frozen
• Chilled
• Ambient.
14

Scope and coverage (2)
Distribution
Retail:
• Modern Retailers: hyper- & supermarkets, hard
discount
• Traditional retailers: artisan bakers
• Bakery chains
• Other retail: small grocery stores, petrol stations and
convenience stores
Foodservice:
• Commercial
• Collective/institutional catering
Countries
The Study covers all aspects of bakery products and
bake-off - production, trade, consumption etc. - in the
16 main EU markets:
France, Germany, Italy, Poland, Spain, the UK
Austria, Belgium, Czech Republic, Denmark, Finland,
Hungary, the Netherlands, Portugal, Sweden - and
Switzerland.
The above 16 countries are the top producers of
bake-off and represent more than 90% of total EU
production.
Bakery Manufacturers
All operators are analysed; essentially the bake-off
manufacturers, but also, where relevant,
competing fresh and prepacked bakery products
producers.
Particular attention has been paid to the largest
and the most dynamic companies, since it is they
that are creating tomorrow's industry by driving
consolidation and exports.
Almost 70 bake-off producers have been profiled
All available information is given and analysed (in
the form of a SWOT) for each company.
And for the first time ever, a League Table of the
Top 50 EU bake-off manufacturers (by bake-off
turnover) has been specially prepared for our
Study.
Gira 2011
15

4. Methodology
Gira has been researching and analysing European bakery markets for over 30 years.
We have Europe's largest databank of reports, statistics and, above all, top management contacts for all of the
countries covered here.
Work on the study was carried out between January and October 2010. It has involved the Gira three
"classic" research methodologies - each one supplementing and controlling the others:
1. Extensive documentary research:
Our in-house bakery and bake-off products, retail, catering and industry databanks
The trade press, existing studies, internet resources, company websites etc.
National production and foreign trade statistics - contacts with administrations and producer associations.
2. About 350 in-depth interviews with decision-makers in:
Industrial bakers
Their flour and ingredient suppliers
Wholesale distributors and importers
Hypermarkets and supermarkets
Other important retail operators (bakery chains, hard-discount, c-stores)
Major catering operators
Professional organisations and syndicates
Packaging system and equipment suppliers.
Gira's reputation in the sector allows us unrivalled access to those very managers who are actively making the future.
3. Extensive indicative store-checks
An in-store reality-check.
Verifying product ranges, price positioning, packaging and merchandising developments, and noting new and innovative
products.
Gira 2011
16

5. Structure & contents of the Reports
The Study is made up of the following reports (for a total of over 2, 000 pages):
1. Synthesis volume: around 200 pages in
Powerpoint
This brings together the main findings from the
country reports and profiles, analysing the pan-
European developments and outlook, assessing
the stage of market development in different
countries and providing forecasts for all the main
issues.
It draws conclusions on all aspects of the winners
and losers in bake-off production and distribution.
It specifically targets opportunities and includes
strategic and far-reaching analysis and
benchmarking.
It covers:
Bakery products consumption & distribution dynamics
Total and fresh bakery products production methods,
by product and by circuit
The market and prospects for bake-off bakery
products
Bake-off bakery products production and trade
overview
European bake-off industry structure and competitive
environment
Market threats and opportunities
Winning strategies
A League Table of the top 50 bake-off producers.
Gira 2011
2. Country Reports : 100 to 200 pages each, in
Word
These are provided for each of the 16 bake-off
markets covered. They are comprehensive
analyses, and are structured as follows:
National Executive Summary: key findings and
industry characteristics. Market dynamics. Change -
drivers and brakes. Forecasts and recommendations
Bakery products consumption dynamics:
• Consumer markets and trends
• Distribution structure and detailed analysis of the
current offer
Fresh bakery products production strategies:
• Fresh bakery products supply by sector (scratch
baking, bake-off, reselling)
• Criteria for choosing a production method and a
bake-off technology
• Methods of procurement of bake-off products
The market for bake-off bakery products:
• Overview of demand
• National bake-off production and trade
• Bake-off industry structure and characteristics,
degree of concentration, ownership, key players
(with profiles) etc.
• Procurement methods, wholesalers/importers.
17

Bake-off companies' profiles
Profiles
Each country Report also presents
developed Profiles of all the main
bake-off manufacturers.
In all there are 68 Profiles (including
the subsidiaries of major groups),
covering all the top EU (and Swiss)
producers, whatever their country of
origin.
The Profiles provide the following
information:
Company background: historical
comments, ownership, company figures
Bakery activities and manufacturing
facilities
Bake-off activity and positioning:
product ranges, technologies used
Distribution channels
Main elements of strategy
Main events of recent years
Future trends
A SWOT analysis.
Gira 2011
Company Group Country Company Group Country
Agritech IT Hiestand Polska Aryzta PL
Ankerbrot AG AT Inter Europol PL
Anton Haubenberger AT Jowa Migros CH
Bake Five NL Kern & Sammet CH
Bakkersland NL Klemme DE
BCS BCS Group FR Kuchen Peter AT
Bellsola ES La Lorraine LLBG BE
Berlys ES La Lorraine CZ LLBG CZ
Bindi S.I.P.A. IT Lanterna Alimentari IT
Bridor Le Duff FR Lieken Group DE
Coppenrath & Wiese DE Martine Spécialités FR
Country Style Foods UK Neuhauser Neuhauser FR
CSM Iberia CSM ES Nordic Bake-off Vaasan Group SE
CSM Iberica CSM PT Nowakowski LLBG PL
Délice de France Aryzta UK Pan&Co Die Backstube Prod. AT
Délifrance Nutrixo FR Panamar Panstar Group ES
Délifrance Nutrixo IT Panavi Vandemoortele FR
Délifrance Nutrixo BE Panicongelados PT
Délifrance Nutrixo UK Panike PT
Delifrance Plska Nutrixo PL Panpor Neuhauser PT
Délitrade CH Richetti IT
Edna International DE Rina Europe Eurobakers CZ
Europastry Europastry ES Romer's CH
Europastry Pt Europastry PT Sinnack DE
Fazer FI Speedibake ABF UK
Fletchers Bakeries UK Strock-Brot AT
Fornetti HU Unibake Lantmannen SE
Forno d'Asolo IT Unibake Lantmannen DK
Fredy's CH Unibake Benelux Lantmannen BE
Granmilano Sammontana IT Unibake Poland Lantmannen PL
Gunnar Dafgard SE Unibake SE Lantmannen SE
Harry Brot DE Vaasan Oy Vaasan Group FI
Hiestand Aryzta CH Vamix Cz Vandemoortele CZ
Hiestand & Suhr Aryzta DE Vandemoortele Vandemoortele BE
18

6. Subscription
The full Study is available in English in the form of 17 separate reports (1 Synthesis + 16 Country
Reports).
Subscribers receive one hard copy of the reports purchased and a CDRom in searchable and printable
PDF format.
Purchasers of at least the Synthesis volume and one other Country Report are entitled to a half-day
presentation of results and recommendations tailored to their particular requirements at no other cost
than the travel expenses of the presenter to the subscriber's office (providing the presentation takes place
in Western or Central Europe).
The subscription price for the complete Study is EUR 25,000 (before any tax). The price includes:
• The Synthesis volume, the 16 Country Reports
• A half-day, tailored presentation of results.
The following purchase options are also available:
− Single Country Report subscription: EUR 7,500
− Synthesis volume + one Country Report EUR 19,500
− The Synthesis volume is available separately at EUR 14,500
In this latter case, the half-day presentation is available at an additional cost of EUR 2,000 (plus travel).
Other combinations of reports can be priced on request.
Gira 2011
19

7. Gira's clients in the bakery sector
AB-Mauri IRE Daunat FR Mecatherm FR
AIBI Delices du Palais FR Mitsui & co Benelux BE
AIT FR Délifrance FR Monoprix FR
Ancel FR Duke Street Capital FR Nederlands Bakkerij Centrum NL
Aoste FR Dupont de Nemours CH Nestlé France FR
Aryzta CH EDF FR Nudespa ES
Asemac ES Europain FR Nutrixo FR
At-Kearney FR Europastry ES Oetker DE
Atlas Advisors UK European Flour Milling Association Panotel FR
Axa Asset Management FR European Union Pan-Star ES
Bakemark Ingrédients France FR Fazer AB FI Pasquier FR
BCS Group FR Fortis Private Equity BE Pastisart ES
Bellsola ES Friesland Campina NL Patisfrance Puratos FR
Berly's ES GB-Ingrédients FR Phil Savours FR
Bimbo Sara Lee Group ES GB-Plange FR Pomona FR
Bongrain FR Générale des Farines FR Puratos BE
Bridor FR Grands Moulins de Paris FR Qualium FR
Carrefour FR Holder FR Rabobank NL
Ceres HU HU Intermarché FR RHM UK
Chequers Capital FR Ipasa ES Rich Products Corp. USA
CIBC USA JBT Food Tech SE Sasa Industries FR
CLFS FR Kerry Ravifruits FR Smilde Bakery NL
CMA DE Kraft Foods FR Sofrapain FR
CNIEL FR Lantmännen Unibake DK Système U FR
Confédération de la Boulangerie FR Leclerc Galec FR Transgourmet FR
Copaline FR Lesaffre FR Unifine Food and Bake DE
Corman BE Limagrains FR Unigrains FR
Coup de Pâtes FR Lion Capital UK Uniq UK
Credit Suisse UK LLI Euromills AT Vandemoortele BE
CSM Bakery Supplies NL Mapple Leaf Foods CA Weinberg Capital FR
Danisco FR Martine Spécialités FR Yamazaki Baking JP
Danone FR Mc Key Holdco FR ZMP DE
Gira 2011
20

Annexe 1: Bake-off Synthesis Contents
Glossary 5
Coverage and methodology 6
Definition of products 7
1. Executive summary and recommendations
to EU players 13
1.1 Bake-off bakery products market opportunities 15
1.2 Bake-off bakery products outlets opportunities 21
1.3 Bake-off bakery products production and trade overview 22
1.4 Industry structure 28
1.5 Conclusions & recommendations 30
2. Bakery products markets and dynamics 40
2.1 Bakery products consumption overview 41
2.2 Fresh bakery products consumption dynamics 54
2.3 Fresh bakery products distribution circuits 70
2.4 Trends in retail sector 78
2.5 Trends in the catering sector 87
3. Bakery products production methods 95
3.1 Operators in total bakery production 96
3.2 Operators in fresh bakery production 99
3.3 Fresh bakery products production methods 105
4. The market for bake-off bakery products 111
4.1 The market for bake-off bread 113
4.2 The market for bake-off viennoiserie 123
4.3 The market for bake-off patisserie 133
4.4 The market for bake-off savoury pastry 142
4.5 The market for pastry bases 147
Gira 2011
5. Fresh bakery products production methods and demand
for bake-off by sector 151
5.1 Overall fresh bakery products production methods by sector 152
5.2 Artisan bakers’ production methods and bake-off demand 153
5.3 Modern retailers’ production methods and bake-off demand 158
5.4 Bakery chains’ production methods and bake-off demand 169
5.5 Other retail sectors’ production methods and bake-off demand 173
5.6 Catering sectors’ production methods and bake-off demand 176
5.7 Overall bake-off demand by sector 183
5.8 Methods of procurement of bake-off bakery products 186
6. Bake-off bakery products production and trade overview 189
6.1 Bake-off bread production and trade 191
6.2 Bake-off viennoiserie production and trade 198
6.3 Bake-off patisserie production and trade 206
6.4 Bake-off savoury pastry production and trade 212
6.5 Bake-off pastry bases production and trade 217
7. European bake-off industry structure and competitive
environment 219
7.1 Bake-off industry structure 220
7.2 Bake-off companies League table 230
7.3 Strategy options of bake-off companies 236
21

Annexe 2: Bake-off Country Report Contents (1)
e.g. Austria
Summary 1
I. Overall context 1
I.1 Bakery products consumption overview and dynamics 1
I.2 Trends in fresh bakery products distribution 2
I.3 Share of bake-off in fresh bakery products consumption 4
I.31 Fresh bread 4
I.32 Fresh viennoiserie 6
I.33 Fresh patisserie 6
I.34 Fresh savoury pastry 7
II. Prospects for bake-off bakery products 9
II.1 The market for bake-off bakery products 9
II.2 Bake-off bakery products demand by type of outlet 10
II.21 Artisan bakers 10
II.22 Modern retailers 10
II.23 Bakery chains 11
II.24 Catering sectors 11
II.3 Bake-off bakery products production 11
II.31 National production 11
II.32 Self-sufficiency 13
II.33 Structural aspects 13
III.Winning strategies 14
III.1 Drivers and brakes in the bake-off markets 14
III.2 Products and channels opportunities 14
III.3 Opportunities for importers 14
III.4 Opportunities for bake-off producers 15
Gira 2011
1. Bakery market structure 1
1.1 Bakery products consumption patterns 1
1.11 Demographics and economy 1
1.12 Overall bakery products consumption 3
1.121 Food consumption habits 3
1.122 Bakery products consumption 3
1.13 Bread 6
1.131 Consumer markets 6
1.132 Bread consumption habits 11
1.133 Trends in consumption towards 2014 11
1.14 Viennoiserie 12
1.141 Consumer markets 12
1.142 Viennoiserie consumption habits 13
1.143 Trends in consumption towards 2014 13
1.15 Patisserie 14
1.151 Consumer markets 14
1.152 Patisserie consumption habits 15
1.153 Trends in consumption towards 2014 15
1.16 Savoury pastry 16
1.161 Consumer markets 16
1.162 Savoury pastry consumption habits 16
1.163 Trends in consumption towards 2014 18
1.2 Fresh bakery products distribution channels 19
1.21 Breakdown of fresh bakery products distribution 19
1.211 Fresh bread distribution channels 19
1.212 Fresh viennoiserie distribution channels 21
1.213 Fresh patisserie distribution channels 23
1.214 Fresh savoury pastry distribution channels 24
1.22 Retail distribution overview 25
1.221 Artisan bakers 25
1.222 Modern retailing 28
1.223 Bakery chains 35
1.224 Other retail sectors 37
1.23 Catering overview 39
22

Annexe 2: Bake-off (Austria) Report Contents (2)
2. Fresh bakery products production strategies 43
2.1 Artisan bakers 43
2.11 Bakery products production methods 43
2.12 Main criteria governing production methods 44
2.2 Modern retailers 46
2.21 Bakery products production methods 46
2.211 Fresh bread production methods 47
2.212 Fresh viennoiserie production methods 48
2.213 Fresh patisserie production methods 48
2.214 Fresh savoury pastry production methods 49
2.22 Main criteria governing production methods 49
2.23 Profiles of significant retailers 51
2.231 Rewe Austria 51
2.232 Spar 54
2.3 Bakery chains 58
2.31 Bakery products production methods 58
2.311 Fresh bread production methods 58
2.312 Fresh viennoiserie production methods 59
2.313 Fresh patisserie production methods 59
2.314 Fresh savoury pastry production methods 59
2.32 Main criteria governing production methods 60
2.33 Profiles of significant bakery chains 60
2.4 Other retail sectors 61
2.5 Catering sectors 62
2.51 Bakery products production methods 62
2.511 Fresh bread production methods 63
2.512 Fresh viennoiserie production methods 64
2.513 Fresh patisserie production methods 65
2.514 Fresh savoury pastry production methods 65
2.52 Main criteria governing production methods 67
2.6 Summary of fresh bakery products supply structure 68
2.61 Fresh bread 68
2.611 Fresh bread supply structure 68
2.612 Share of bake-off in fresh bread consumption 69
2.62 Fresh viennoiserie 70
2.621 Fresh viennoiserie supply structure 70
2.622 Share of bake-off in fresh viennoiserie consumption 71
2.63 Fresh patisserie 71
2.631 Fresh patisserie supply structure 71
2.632 Share of bake-off in fresh patisserie consumption 72
2.64 Fresh savoury pastry 73
2.641 Fresh savoury pastry supply structure 73
2.642 Share of bake-off in fresh savoury pastry consumption 74
3. The market for bake-off bakery products 75
3.1 Overview of the bake-off bread market 75
3.11 The demand for bake-off bread 75
3.12 Main outlets for bake-off bread 78
3.2 Overview of the bake-off viennoiserie market 80
3.21 The demand for bake-off viennoiserie 80
3.22 Main outlets for bake-off viennoiserie 82
3.3 Overview of the bake-off patisserie market 83
3.31 The demand for bake-off patisserie 83
3.32 Main outlets for bake-off patisserie 84
3.4 Overview of the bake-off savoury pastry market 85
3.41 The demand for bake-off savoury pastry 85
3.42 Main outlets for bake-off savoury pastry 86
3.5 Pastry bases 86
Gira 2011
23

Annexe 2: Bake-off (Austria) Report Contents (3)
4. National bake-off bakery products production 87
4.1 Overview of bake-off bakery products supply 87
4.11 Bake-off bread supply 87
4.111 Bake-off bread balance 87
4.112 Trends in bake-off bread production 88
4.12 Bake-off viennoiserie supply 88
4.121 Bake-off viennoiserie balance 88
4.122 Trends in bake-off viennoiserie production 89
4.13 Bake-off patisserie supply 89
4.131 Bake-off patisserie balance 89
4.132 Trends in bake-off patisserie production 90
4.14 Bake-off savoury pastry supply 90
4.141 Bake-off savoury pastry balance 90
4.142 Trends in bake-off savoury pastry production 90
4.15 Pastry bases supply 90
4.2 Structure of national bake-off bakery products production 91
4.21 Overall structure of bakery industry 91
4.211 Industrial bakery products production 91
4.212 Industry background 92
4.22 Main national operators in the bake-off sector 93
4.221 Structure and main operators 93
4.222 Strategy options 94
4.23 Short profiles of main suppliers 95
4.231 Ankerbrot AG 95
4.232 Anton Haubenberger GesmbH 99
4.233 Ströck-Brot GmbH 102
4.234 Kuchen Peter Konditoreien GesmbH 105
4.235 Pan&Co – Die Backstube Produktions-Und Vertriebs GmbH 105
4.3 Methods of procurement of frozen bakery products 110
4.31 Methods of procurement 110
4.32 Wholesalers/Distributors 111
4.33 The industry commercial delegations = importers 113
Gira 2011
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