Decline in bread consumption – How bakeries can counteract this with creative ideas

Bread consumption in Germany is experiencing a significant decline. According to current market data, the consumption of bread, toast, and sandwich bread is continuously declining. Over the past five years, consumption has fallen by an average of over 4 kilograms per household annually, corresponding to a decrease of around 10 percent . While baked goods are not without demand, consumer preferences are changing dramatically. What does all this mean for bakeries, and how can they counteract the declining bread consumption?

In this article, we examine how the decline in bread consumption is affecting the industry and what strategic measures bakeries can take to increase their sales and attract more customers to the bakery .

Why is bread consumption declining?

The decline in bread consumption can be attributed to several factors. One of the main reasons is the rising prices for bread and rolls. At traditional bakeries, the price of bread now averages over €5 per kilogram . Many consumers are therefore opting for grocery stores, where prices are often lower. Supermarkets and discounters with self-service stations and packaged bread are particularly successful here.

But consumers' changing eating habits are also playing a role. People are increasingly turning to smaller baked goods and snack-like alternatives . These can be consumed more quickly than a whole loaf of bread and are therefore easier to integrate into hectic everyday life. Demand for ready-made baked goods for pre-baking – for bakeries to check – has also increased, especially during the pandemic.

Tips on how bakeries can attract more customers

Despite these challenges, there are numerous opportunities for bakeries to reposition themselves and attract more customers to their stores. Creativity, innovation, and adaptability are key. Here are some strategies bakeries should consider.

Offer creative bread creations

To counteract the decline in bread consumption, bakeries can pique customers' curiosity with creative bread creations. For example, classic bread can be shaped into unusual shapes and enhanced with special flavors . Sourdough breads flavored with herbs or fresh spices such as rosemary, thyme, or chili offer a particularly aromatic taste experience. Bread with unusual ingredients such as olives, sunflower seeds, or sun-dried tomatoes is also a highlight that appeals to customers.

Focus on sustainability

Sustainability is playing an increasingly important role in consumers' food choices. Bakeries that rely on environmentally friendly packaging and regional ingredients not only gain customer loyalty but also a positive perception. The use of fair-trade flour and organic ingredients also appeals to environmentally conscious and sustainability-oriented customers and can become a unique selling point for the bakery.

Adaptation of the product range to the trend towards smaller baked goods

As more and more people turn to small baked goods such as rolls, pretzels, or croissants, it's important to respond to this trend. Bakeries can expand their product range with individually filled rolls and other smaller baked goods that are perfect for a quick snack. Vegan options in the small baked goods category are also in demand. Vegan pretzel rolls or vegan quark balls, for example, could appeal to a new audience.

Experience-oriented bakery and customer loyalty

Experience-oriented hospitality is a rapidly growing trend. Bakeries can tap into this trend by opening their bakery to customers. Live baking or baking classes for children are ways to create interactivity and customer focus. Another important aspect is customer loyalty through loyalty cards , loyalty programs , or discount campaigns that can be used regularly. One-off offers like "Buy 5, get 1 free" or seasonal specials like Christmas stollen or Easter pastries also increase customer frequency.

Innovative delivery and collection options

In addition to product creativity, service also plays a role in attracting more customers. Delivery options must also be adapted. Many people now prefer on -demand ordering and home delivery . Bakeries that rely on online ordering, pickup locations, and delivery services can increase their sales and significantly expand the reach of their customer base.

Conclusion: Bakery with a future

Despite the decline in bread consumption, there are numerous opportunities for bakeries to reinvent themselves and attract more customers. With creative bread creations, a focus on sustainability, and appealing service, bakeries can retain consumers even in times of changing eating habits. A diverse range of small baked goods , environmentally conscious business practices , and innovative customer experiences contribute to the bakery's perception as a regional hotspot. Ultimately, it's crucial to adapt to trends while preserving the classic quality and charm of traditional craftsmanship. If you keep an eye on current trends and respond to them, your bakery will have a future!