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European Bakery Trends
ASB Conference Melbourne, 14th
April 2010
Overview
• Who are we?
• Facts & figures from Europe
• Bakery trends in Europe
Overview
• Who are we?
• Facts & figures from Europe
• Bakery trends in Europe
Our Mission
Puratos aims to help
bakers, patissiers and chocolatiers
around the world
to be successful with their business
Puratos at a glance
• 90 years of experience in bakery and patisserie
• Over 50 years of mastering bread improvement technology
• 84 companies spread over 56 countries
• 53 plants in 39 countries
• 5,000 employees
• 1 billion EUR turnover
Facts & figures
Puratos in the world
Headquarters
Production subsidiary
Commercial subsidiary
Distributors
Direct sales
Bakery technology
IMPROVERS - MIXES
– O’Tentic - …POWDER / PASTE / LIQUID
Emulsifiers Enzymes Bread flavours Hydrocolloids
Overview
• Who are we?
• Facts & figures from Europe
• Bakery trends in Europe
We are not talking about biscuits and
cereals today!
BreadBread
Fresh breadIndustrial prepacked
long life bread
Industrial prepacked
part-baked bread
Consumer
products
What do we mean by "bakery"?
Gira uses the more precise term "BVP" to cover all bakery products - that relates ONLY to the following products:
• Bread
• Viennoiserie
• Patisserie
Differentiation by product and production method
"Artisanal"
Made from scratch
on the premises
"Industrial"
Bought fresh from
industrial bakersBake-off
50121545249699064
56107776968
112799258
137
83
64
8472
48
98
133
0
1 000
2 000
3 000
4 000
5 000
6 000
7 000
8 000
9 000
Germ
any
Fra
nce
Italy
Pola
nd
Spain
United K
ingdom
Rom
ania
Czech R
epublic
Neth
erlands
Hungary
Gre
ece
Bulg
aria
Port
ugal
Belg
ium
Austr
ia
Slo
vakia
Sw
eden
Denm
ark
Lithuania
Irela
nd
Fin
land
Latv
ia
Slo
venia
Cypru
s
Esto
nia
('000t)
Per capita consumption (kg/year)
Source: Gira
xx
The EU-27: 39 million tons and EUR 120 bn in
2008
Total BVP Consumption, 2008
Overall, consumption
should grow by an average of just
0.3% pa until 2013
Romanians and Czechs eat mostBVP
Germany and France rank first in BVP consumption
The UK eats the least
Bread and fresh products dominate consumption
BVP consumption volumes
by product, 2008
BVP consumption volumes
by technology, 2008
Bread and fresh BVP consumption should remain stable through 2013 viennoiserie and patisserie will show higher growth rates as well as prepacked products
Modern retailers dominate BVP distribution channels
BVP Distribution Channels, EU-27 - by volume, 2008
but the artisan segment has resisted well in many countries
and the importance of catering grows
Artisan bakers will continue to sufferfrom modern retailers
Volumes and growth by distribution circuit – EU-15 & NMS-12, 2008/2013
-5,0%
-2,5%
0,0%
2,5%
5,0%
0 2 000 4 000 6 000 8 000 10 000 12 000 14 000
% v
olu
me
gro
wth
pa
20
08
/20
13
Source: Gira Market volume 2008 ('000t)
EU-15 Catering
NMS Catering
EU-15 Artisan
NMS Artisan
EU-15 RetailersNMS Retailers
EU-15 Chains
NMS Chains
BVP production methods per country
BVP Production Methods: Craft versus Industrial
Bake-off will more than compensate for the decline in craft production
Growth in BVP Production Methods, EU-15 & New Member States-12
2008/2013
Artisan bakers
Artisan bakers
Prepacked
PrepackedRetailers
in-storeRetailers
in-store
Bake-off
Bake-off
Fresh
finished
Fresh
finished -800
-400
0
400
800
1 200
2008-2
013 g
row
th (
000t)
EU-15 NMS- 12
Source: Gira
Overview
• Who are we?
• Facts & figures from Europe
• Bakery trends in Europe
Our vision
“We believe that people will attach more and more importance to
the quality of their food in the future.”
Health
Wholegrain
Digestive Health
Free From
Low Fat
Salt Reduction
Wholegrain
USDA Nutrient Database, release 2007
Less Energy
5x more Fiber
More Protein
More Minerals
More Vitamins
More Antioxidants
REFINED UNREFINED
Whole Grains and Fiber Take 3 of Top 6 Spots
Consumer survey, 2007 (IFIC)“name a specific food or component with health benefits”
2007 Consumer Attitudes toward Functional Foods / Foods for Health. International Food Information Council, October 2007
1. Fruits and vegetables2. Fish, fish oil, seafood3. Milk4. Whole Grains5. Fiber6. Oats, oat bran, oatmeal
CVDIntestinalHealth
But, Whole Grain consumption is Low!
www.healthgrain.org
No whole grain foods at all!1/3 of Adults
27% of children
9/10 Americans ≠ RDI
Avg. Intake = 14g fiber/day
Scandinavians eat more whole grain compared to USA and UK
1/3 of Adults 27% of children
9/10 Americans ≠ RDI
Avg. Intake = 14g fiber/day
Wholegrain Bakery Products
Consumers choose “natural” Minimal processing
Wholegrain is a natural choice
Digestive Health
• Deaths from diseases of the digestive system in 2008
More digestive diseases in male population than in
female population, while digestive health products
have been targeting the female population so far
Source: Euromonitor
Prebiotics & Probiotics
• The use of prebiotics is in its infancy in most countries, but this is
likely to grow along with the rising awareness of their potential health
benefits.
• Probiotic started in the Yoghurt market and now is moving in different
sectors
Source: Innova, New Nutrition Business
Free from
• Move toward more “gluten-free” and other “free-from
products”• Major players interested and focused more on taste and
quality of these products
• High-quality brands are emerging positioned as “easy to digest,” “easy on the stomach” or “mild.”
Milk
Eggs
Fish
Soy
Shellfish
Wheat
Peanuts
Tree Nuts
24 million people suffering from Celiac
• Estimated, one in every 250 people suffering from Celiac disease
worldwide, though it often goes highly undiagnosed.
• On the other hand, number of launches is much higher considering
number of people actually suffering from food intolerance diseases:
• Consumer fidelity toward the whole brand
• Consumers positive perception of “free froms”
Low Fat
• The Global Obesity Epidemic is leading to a growth in the slimming
and low fat products market.
0
5
10
15
20
25
30
35
40
US
Me
xic
o
Au
str
alia
Unite
d K
ing
do
m
Tu
rke
y
Russia
Ca
na
da
Hu
ng
ary
Po
lan
d
Cze
ch
Re
pu
blic
Bra
zil
Fin
lan
d
Sp
ain
Ge
rma
ny
Be
lgiu
m
Au
str
ia
Neth
erl
an
ds
De
nm
ark
Gre
ece
Ita
ly
Sw
ed
en
Fra
nce
Ire
lan
d
So
uth
Ko
rea
Sw
itze
rla
nd
Norw
ay
Ta
iwa
n
Th
aila
nd
Ho
ng
Ko
ng
, C
hin
a
Chin
a
Ja
pa
n
Ind
on
esia
Ind
ia
% o
f p
op
ula
tio
n a
ge
d 1
5+
Obesity Rates (BMI>30)
2003 2008
Source: Euromonitor
Low Fat
• Growth in the number of low fat
product launches.
• Increasing consumer awareness
on weight issues.
United States: Mission Whole Wheat Flour Tortillas. Premium
quality. Heart healthy. 96% fat
free. With added omega-3 fatty
acids. 0g trans fat. No lard. No cholesterol.
Source: Innova, New Nutrition Business
Italy – milk breads: A new line of
soft bread snack with reduced
content of fats (less than 80%). A
balanced aliment for all the family,
particularly for students. Enriched
with vitamins and calcium
Puratos - Puraslim
Puraslim is a smart alternative for traditional margarine, butter, oil & shortening in rich bread & cake applications. It allows improving the nutritional values of breads and cakes by
reducing the fat levels while being cost competitive with traditional
fats and being in line with consumers’ expectations.
Data from European Nutrition Health Report 2009
Salt reduction
• Recommended sodium intake: 2,4 g/day
Contribution of salt to our diets
Cereals & Cereal
products (bread, cakes,
pastries)38%
Meat & Meat products
21%
Other (soups, pickles, sauces)
13%
Processed Vegetables
9%
Milk & Cream5%
Fats & Oils5%
Cheese4%
Fish3%
Eggs1%
Fresh Vegetables1%
Fruit0%
Main sources of Sodium from foods
Launches in low sodium bakery products
Salt Reduction
Portugal: Dan Cake Tostas de Luxo Baixo Teor de Sal: Premium Whole Wheat Toasts. Source of fiber.
Low-salt. No sugar added. No cholesterol.
Italy: Grissini Iposodici: Low Sodium Breadsticks.Very low sodium content.
• Salt Reduction As a High Priority For Health is becoming
more and more popular among health conscious consumers.
Source: Innova
Netherlands: Traditional recipe, as
bread is meant to be. Deliciously fresh, tasty bread with a crispy
crust. Skilfully made according to
old traditions without additives,
only for Jumbo. Crispy crust, less salt, no E additives..
PuratosSapore Nabucco
A natural sourdough for salt reduction
• A ready to use sourdough
• Nabucco is a natural sourdough that enhances
salty flavour.
• Consumers have confirmed the great taste; the
majority of consumer taste panels cannot taste the
difference.
• It can be used in a wide range of bakery products.
Convenience
Time-saving
Individual Packaging
Simplicity
Convenience trends in W-Europe
Time-saving
• Changing lifestyles have tended to limit bread buying occasions to the
weekends, favoring packaged/industrial bread, which tends to stay fresh
longer”. (Euromonitor 2008)
Longer shelf lives are also interesting
for waste reduction:
• Bread waste levels of 17% post
bakery, have led to a cooperation
between WRAP & Premier Foods to
discover why consumers throw away
bread. (Bakery and Snacks – 2009)
Time-saving trend leads to longer ShelfLives
Convenient Packaging
Saving space & packaging
Single serving
Easy opening of
airtight fresh packs
Increased use of simplicity
• The downturn is making people nostalgic for simpler times,
and simpler foods. The interest in “back to basics” has driven interest in natural foodstuffs and less sophisticated
food labels.
Source: Innova
Consumers pay closer attention to the ingredients list
during their purchase.
Consumers are more and more concerned about what they eat
The trend comes from UK
Source: INNOVA - 2010
No additive food products UK No additive Bakery products UK
Market insights in the all natural trend
• With the recent negativity in the press associated with E
numbers, consumers have become increasingly sceptical about
exactly what is in their food.
• The consumer’s reliance on labelling has never been so important.
The “no additives/preservatives” types of claims on packagingprovide instant communication with the consumer of a better,
more “natural” choice.
• Packaging in a transparent fashion also gives the impression of food that is more natural, and has not been “tampered with” too
much.
• Short ingredient lists without additives and preservatives,
natural looking food and packaging has appeal to the E-consciousconsumer.
www.innovadatabase.com
Pleasure
Authenticity
Indulgence
Pleasure trends in W-Europe
Authenticity
• With consumers getting the chance to travel more and more It
is no longer enough to simply create a product with a regional
positioning; the product should be based on ingredients from
that region and ideally even produced there.
Italy: traditional flat breads made with a.o. lard
Source: Innova
O-tentic Origin
• O-TENTIC ORIGIN
A bread with a unique taste of the good old days. Intense and complex flavour, typical of long fermentation, with a nice acidity.
O-tentic Durum
• O-TENTIC DURUM
A bread with a typical Mediterranean
flavour profile characterized by woody
and milky notes. A unique durum flavour!
Indulgence
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Breakfast Lunch Afternoon Snack Dinner
Health Territory
Occasions where Routine, Self-
Consumption and Guilt is more likely
to take place
Indulgence Territory
Occasions where Craving, Treats &
Social activity is more likely to occur
+
Source: innova/TNS
Taste
• touch
• see80% to 90% of what we perceive as “taste” is due to the sense of smell.
Datamonitor 2007
• smell
TASTE
= the combination of the senses of
smell and touch,
which together receive a sensation
of a substance in the mouth
Source: Datamonitor
Taste
• More than 90% of the consumers think taste is the most
important purchase driver for bread
Source: “What’s your Flavour” Puratos survey
Puratos Sapore,A Broad Range of Flavours
• Sapore are flavours from around the world
• We ferment selected starter cultures and regional flour
varieties from around the globe.
• Each Sapore product reflects the trends, tastes and
traditions from their country of origin.
• Additional unique processes to create different
flavour profiles.
• Toasting, drying …..
• Sapore is built around
6 flavour profiles
Thank you for your attention
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