Figures and trends

The belgian market of bread and pastry

Consumption profile – some figures

• In 2003, the average Belgian has bought 79 breads, 119 little breads, 7 baguettes,  44 couques au beurre, 14 pastries and 7 tarts for a total amount of 204 Euro.
• In 2003, for bread only, the average expenditure was 106 Euro.
  In 2000 it was still 116,5 Euro per inhabitant.
• The Flemish buy slightly more bread and little breads.
• The Walloons buy more baguettes.
• The Flemish eat more grey bread. (market share of grey bread = 39%)
• The Walloons eat more white bread.
• About 70% of the bread that is bought in Belgium is "large" bread.

Distribution of bread and pastry in Belgium

Most of the purchase of bread and pastry is still done at the baker.

• A bigger part of bakery products and pastry is bought via supermarkets (34% in 2000, 45% in 2003 )
• Especially in Wallonia where there are less retailers, the selling via supermarkets is more important than in Flanders.
• We notice also an increase of alternative distribution channels such as automatic bread vending machines, via filling-stations,...

Hiring in the sector

• Total number of bakeries in Belgium  
  • in 2000
    • 123 industrial bakeries (with 3693 hirings) and 4.347 craft bakeries (with +/- 18.063 hirings)
  • in 2003
    • 109 industrial bakeries (with 3.903 hirings) and 4.267 craft bakeries (with +/- 17.892 hirings)

Trends

• There is an increase preference for grey breads, or special ones, especially in Flanders.
• There is an increasing trend for external consumption.
• We notice an increase in the purchase of bread and pastry in supermarkets.
• About pricing, we notice an increased pressure on classical breads and a new added value for innovative baking specialities.
• As a conclusion, we notice a generalizing of the use of bake-off (precooked deep-freeze, packing under modified atmosphere, or fresh bake-off where the cooking is done in a few minutes on the point of sale).