Consumers cut back on bread, pastries, and cakes

Rising purchasing power or not, 2024 saw another drop in bread, pastries, and cake sales. This is evident from research conducted by YouGov on behalf of NBC. The contrast between eating at home and eating out is having a noticeable impact on the market.

Bread sales decline, eating out gains ground

Bread sales fell slightly. In 2023, price increases still managed to support turnover, but that effect faded this year. The average price per kilo of bread remained stable, while turnover showed a modest decline. The price gap between supermarkets and artisanal bakeries widened further, from €1.25 to €1.45. Both supermarkets and traditional bakeries saw home consumption sales fall. The growing demand for bread eaten outside the home was not enough to reverse the trend.

Eating breakfast out becomes increasingly common

One striking development is the shift towards eating out. Lunchrooms, sandwich shops, hotels, fast-service locations, and transport hubs all recorded higher bread sales. Supermarkets, bakers, and market stalls also saw gains in direct consumption. According to figures from the FoodService Institute Netherlands, one in five Dutch consumers now eats breakfast out at least once a week. Between 2018 and 2024, the number of breakfasts eaten outside the home grew by 10%. Younger generations play a major role in this shift.

Pastries and cakes reflect economic fluctuations

The figures for pastries and cakes were no more encouraging. Despite more positive economic forecasts, consumers remained cautious. Both volume and turnover continued to decline. Prices for artisanal cakes dropped slightly, while supermarket prices rose further. As a result, the price differences between supermarket and artisanal products have remained significant, and in some cases, have widened even further.

nbc.nl