Anuga Bread & Bakery

The special trade fair Anuga Bread & Bakery under the roof of Anuga enables unique business opportunities, especially from the synergies of the different business segments bread and baked goods.

Under the umbrella Anuga the trade show Bread & Bakery reflects the latest developments and trends in the bread and bakery industry. Throughout Europe, a striking trend is the increasing variety of international specialities in domestic food markets. This development shows that the consumers are becoming more and more open to new taste experiences and culinary discoveries. From French baguettes, to Italian ciabatta, through to Turkish simit and Scandinavian rye bread - the selection of international types of bread and bakery products is constantly expanding.

A further phenomenon is the so-called mixing of bakery products. Here different bakery products and aromas are combined creatively to create innovative and exciting products. A well-known example is the cronut, a mixture between a croissant and a donut, which caused a stir worldwide. Such hybrid creations are very popular, because they combine traditional taste with modern trends and thus address new target groups.

The industry for bread and bakery products is recording remarkable development and adapts continually to suit the needs of the consumers. More than every fifth consumer worldwide states that the category bakery products is their preferred source of protein. New bakery products that are marketed under the claim "rich in protein" showed strong growth with an average annual growth rate (CAGR) of 13% in the period between 2019 and 2023. Plant-based proteins are the most frequently implemented sources of protein here, whereby 39% of the bakery product launches with a claim to be a source of protein contain wheat gluten protein.

- Top category for bread and bakery products: A healthy heart is very important to the generation of baby boomers. This is also reflected on the innovation front, where bakery product launches with a claim to promote a healthy heart have experienced a CAGR of 17% over the last five years.

- Consumer influence: Bread and bakery products are the main categories the consumers look for worldwide when selecting healthier alternatives. More than every fifth consumer opts for healthier alternatives when purchasing savoury snacks. New launches of savoury biscuits and crackers with an active claim to be healthy increased last year (2022 vs. 2023) by an impressive 52%.

- Popular health and selection claim: In the year 2023, the health claim "Omega 3" was the leading health claim for bakery product launches. Immunity promoting claims in new bakery product launches have also recorded strong growth with a CAGR of 21% over the past five years.

*Source: Anuga knowledge partner, Innova Market Insights