Due to the ongoing crises, consumer purchasing behavior for daily necessities has changed significantly: in the face of increased inflation and higher household spending, most consumers continue to pay more attention to product prices.

This shift has also impacted the purchasing behavior of bread and baked goods: the in-store bakery stations at supermarkets and discounters have seen an increase in customer traffic over the last few years. However, recently, customers have been purchasing fewer bread and baked goods from these pre-packaged stations.

Where is the market for pre-packaged bread heading?

• What future do in-store bakery stations have in retail?
• How are consumer preferences changing between in-store bakeries, pre-packaged sections, and frozen foods?
• Where are different types of bread and baked goods purchased?
• What impact is the current crisis having on bread and baked goods purchasing behavior?
• What significance and potential do self-baking bread machines have?
• What role do loyalty programs play in bread and baked goods sales?
• How important are retail collaborations with local artisan bakers for bread and baked goods purchasing?
• What new bread types, baked goods, or additional assortments do consumers want at in-store bakery stations?

In the updated 2025 edition of the Consumer Insights – Self-Service Bread and Baked Goods 2025, mafowerk examines the developments in this market, comparing them to previous years, and explores potential growth areas for continued successful marketing.

Nürnberg/Fürth, April 2025

Image: © Fotolia/Adobe Stock