October 9, 2024 – In France, bread and bread products are preferred for their versatility, familiarity, and ability to meet both traditional and evolving dietary needs. Innova’s 360 research into the bread industry highlights the latest product launches, market trends, top flavors, and what might develop in the future within the industry.
Bread Market Size and Trends
France is the third leading region in Europe for bread and bread products sales value. There has been a steady average 2% growth in both sales and launches, each over the past four years. Notably, 29% of consumers in the region are increasingly drawn to whole wheat bread. This preference is reflected in 12% rise in bread and bread products prepared using wholegrain wheat flour over the past year. Whole wheat options in various formats, such as sliced bread, wholemeal buns, rusks, muffins, pita bread and toasts, are gaining attention in the region.
This demand highlights a shift toward healthier eating habits in bread and bread products.
In France, consumers are increasingly seeking indulgence in bread as a treat, yet 37% focus on natural ingredients to make indulgent foods healthier. The growing preference for natural ingredients highlights a trend toward healthier indulgence. This aligns with Innova’s annual top trend of 2024, ‘Indulging in Health,’ where health and indulgence are merging as brands infuse treats with added benefits.
Leading Bread Subcategories
Bread and bread products is the third leading subcategory, accounting for 15% of launches under the bakery category in France. Additionally, 24% of consumers are committed to environmental well-being as part of a more sustainable lifestyle. This is reflected in 73% CAGR growth in bread and bread products that emphasize sustainable farming practices over the past four years.
Pesticide-free ingredients, certifications like Green Dot, AB Organic, and Agri-Ethique France, as well as ingredients like wheat flour, eggs, brown sugar, and sourdough sourced from sustainable practices like regenerative farming, are driving eco-friendly choices among consumers.
Top Brands and Companies in the Bread Industry
The bread market in France is highly penetrated by both branded and private label companies. There has been a significant growth in launches of private label companies over the past year.
Barilla is the top company for bread and bread products launches in France, driven by its brand Harrys over the past year. The brand Harrys has focused on sustainability, reducing carbon dioxide emissions and waste, with all packaging recyclable through a partnership with TerraCycle.
Harrys sandwich bread minimizes its carbon impact by offsetting emissions and auditing raw material and organic ingredient suppliers. Its updated packaging uses 23% less plastic and features the TerraCycle logo. This aligns with another Innova’s annual top trend of 2024, ‘Nurturing Nature,’ as brands go beyond sustainability to actively protect the environment on a broader scale.
Other notable companies include Intermarché, Limagrain, La Boulangére, and Systéme U. These top 5 companies account for 28% of new product launches in France over the past year.
Claims and Positionings Trends in the Bread Market
The top 5 claims in the French bread market are palm oil free, no additives or preservatives, organic, source of fiber, and wholegrain. Bread industry trends research displays that more than 1 in 3 consumers in France prioritize inclusivity in their diet, seeking foods that cater to diverse needs and cultural preferences. In response, brands are driving innovation in vegan, vegetarian, gluten free, and lactose free options to meet these demands. By embracing inclusivity and addressing various dietary requirements, brands have the potential to attract and engage health-conscious consumers.
Bread Flavor Trends
Garlic is the top flavor, followed by rosemary, cheese, goat cheese, and chocolate chip. Bread industry trends research shows that consumers prioritize flavor when buying bread and bread products. In the region, 22% of consumers show a preference for salty/savory options. This demand drives product launches featuring herb flavors like garlic, rosemary, basil, and oregano, which add savory appeal. These diverse flavor preferences highlight a rising demand for variety and flavor innovation in the bread category.
What’s Next in the Bread Industry in France?
In France, more than 33% of consumers value dietary inclusivity, driving demand for products free from additives, added sugars, gluten, and lactose. Brands can cater to this trend by offering allergen free and health-conscious options to engage a broader audience.
Additionally, 27% of consumers prioritize sustainability claims, creating opportunities for new product launches using recyclable, bio-based packaging, such as cardboard boxes printed using vegetable ink. This underscores the rising demand for eco-friendly packaging in bread and bread products.
Traditional claims remain significant, with 39% of consumers considering them important. This preference is reflected in 11% CAGR growth in branded launches featuring traditional claims over the past four years. Brands are likely to explore more artisanal or homemade choices and options made with 100% French ingredients to align with consumer preferences to strengthen market engagement.
This article is based on Innova’s Overview of Bread & Bread Products in France report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
