Decrease in Bread Sales Significantly Observed Among Customers - Decrease in Bread Sales Observed Among Shoppers
In a recent survey conducted by YouGov, it has been revealed that the consumption of bread in Germany is on a steady decline. The survey found that 14 percent of people eat bread or rolls multiple times daily, 30 percent once a day, 48 percent one or more times a week, and 7 percent less frequently or never.
This trend is causing concern among the German baking industry, with traditional bakeries losing market share, particularly in stores. According to the Central Association of German Bakeries, the decrease in bread consumption is attributed to smaller households and an increase in one- or two-person households.
Tobias Schuhmacher, managing director of the Association of German Bakeries, observes a growing health consciousness and desire for variety among customers. He notes that bread is now being consumed more as a snack or as part of other meals, rather than a traditional staple like breakfast or dinner.
The increase in prices of bread and other baked goods is another significant factor contributing to the decline in consumption. According to YouGov, white, rye, mixed, grain, or whole grain bread cost on average 34 to 37 percent more than five years ago. The main ingredient, flour, was 47 percent more expensive compared to five years ago. As a result, the average price per kilo of bread increased from 4.24 to 5.03 euros over the past two years.
The industry is facing increasing cost pressure, including from the minimum wage. Between May 2024 and April 2025, nearly 45 percent of households bought bread (excluding toast/sandwich) in a bakery at least once, compared to 52 percent five years ago. This decline in bread consumption is a worrying trend for the industry, as it marks a significant decrease from 2019 levels.
There are several plausible factors that could be contributing to this decline in bread consumption. Changing dietary habits, such as an increasing interest in low-carb or gluten-free diets, could reduce bread consumption. Health concerns, particularly around carbohydrates and potential negative health effects of white or processed bread, may also play a role.
Sustainability and environmental concerns could also be influencing consumers' choices. Consumers may be shifting towards plant-based or alternative protein sources, as indicated by the rising availability of plant-based proteins in supermarkets in nearby countries like the Netherlands.
Innovation in food products is another factor to consider. Retailers like Lidl in Germany are focusing on plant-based alternatives and innovations in food categories that might be replacing traditional staples like bread.
Economic factors, such as inflation or rising food prices, could also affect consumption patterns, causing consumers to reduce purchases of certain staples like bread. However, without explicit data from YouGov or a detailed German market study, the precise reasons behind the reported significant decrease remain unclear.
As of now, there are approximately 44,000 sales outlets for baked goods in Germany, according to the Central Association of German Bakeries. Self-service options in supermarkets, such as pre-packaged bread or items from the bakery section, are more frequently used, with 90 percent of households buying bread there at least once a year. Pre-packaged bread in supermarkets is currently priced at 3.19 euros, and items from the bakery section are at 2.77 euros.
In 2024, the number of businesses producing baked goods in Germany decreased by 3.6 percent to around 8,900. The baking industry is hopeful that with a better understanding of the reasons behind the decline in bread consumption, they can adapt and find ways to maintain their market share.
[1] Source: [https://www.theguardian.com/business/2020/jan/20/dutch-supermarkets-aim-to-double-sales-of-plant-based-foods] [2] Source: [https://www.reuters.com/article/us-germany-lidl-plant-based-idUSKBN25K20C]
- The science of nutrition and health-and-wellness play significant roles in the shifting consumption patterns of consumers, as an increasing consciousness towards health and desire for variety lead some to opt for foods other than bread, such as those based on low-carb or gluten-free diets.
- In an effort to cater to changing dietary habits, retailers like Lidl focus on innovation in food products and offer plant-based alternatives and new food categories that could potentially replace traditional staples like bread.
- Amidst concerns about the environment, sustainability and concerns for the planet may influence consumers' choices towards plant-based or alternative protein sources, causing a reduction in the popularity of baked goods like bread, as observed in nearby countries like the Netherlands.
