Cologne / DE. (km) The manufacturers of bread and baked goods will be just as strongly represented at Anuga 2009 as the producers of spreads and hot drinks. Around 370 companies will demonstrate their diversity and strength by presenting their product innovations and marketing concepts from 10th to 14th October in Cologne at «Anuga Bread + Bakery, Hot Beverages» – one of Anuga´s ten specialised trade fairs. «Anuga Bread + Bakery, Hot Beverages» will occupy Halls 2.2 and 3.2 and will also benefit from synergies with neighbouring trade fairs «Anuga Fine Food» and «Anuga Frozen Food». Cakes and baked goods in particular have numerous areas of overlap with the deep-frozen products segment.
European consumers continue to enjoy eating bread and baked goods. In this segment, demand is increasing for products that offer added health benefits and international specialities. However, when it comes to the accompanying hot drink, the keyword is convenience. The business with pad and capsule systems is certainly doing extremely well.
The current market data for bread reflects the good market situation. According to surveys conducted by the company Nielsen, sales of bread increased by 2,4 percent to more than 1,13 million tonnes in Germany in 2008. In total, the food retailers generated a turnover of nearly two billion EUR in this segment – an increase of 8,6 percent. Turnover also increased in many other European countries such as France, Italy and the Netherlands. Great Britain experienced the most significant growth in sales, with an increase of more than ten percent to the equivalent of 3,4 million EUR. The consumption of organic bread is also delighting the German retail trade. Last year, the increase in turnover of organic bread was nearly 30 percent.
Products that offer added health benefits continue to be popular, as do international specialities. In the segment of ethnic products, variety seems to have no limits. In addition to the well-known Mediterranean breads, the product range also includes many varieties of naan breads and wraps, as well as unusual creations such as maize chilli bread.
And in the area of hot drinks, manufacturers are offering their consumers the added value of convenience. Modern pad and capsule systems, which allow drinks to be conveniently prepared at the touch of a button, are very popular among the consumers. According to market research from the company Nielsen, around 28’000 tonnes of so-called coffee-on-demand was sold in Germany in 2008 – 30 percent more compared to the previous year. The market share has thus increased tenfold over the past five years. Coffee pads are clearly leading the way in this segment with a market share of 84 percent. The suppliers of portioning systems continue to generate momentum for growth with their innovations. In addition to the traditional hot drinks, they are currently offering a wide range of products, including cappuccino, latte with topping, as well as a variety of teas and hot chocolates in individual portions.
Coffee companies are also demonstrating an increased interest in the topic of sustainability. In Germany, correspondingly certified coffee products are still a niche segment with a market share of around two percent. However, the coffee companies want to significantly expand this segment in the years ahead (source).
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