Vandemoortele: in retail, bread is worth 3,8 billion euros, and special offerings are growing

On the occasion of the World Bread Day, celebrated on 16 October, Vandemoortele shares the results of the research commissioned from NIQ on fresh bakery products sold by variable weight in modern Italian retail.

According to the study, bread accounts for 82% of the total volumes of the bakery category, equivalent to approximately 1,2 million tonnes, and 57% of the value, corresponding to 3,8 billion euros.

Bread is not a commodity; it is culture

Bread Day is an opportunity to raise awareness of a product too often taken for granted: perceived as a commodity, bread is instead a [[ARTW_HTMLOPEN_AAAN]food of identity, made up of raw materials, fermentation, craftsmanship and local areas. Behind every loaf lies a supply chain, a technique and a story that deserve to be told to consumers, catering professionals and those who work at the counter and in the bakery every day.

Bread’s central role remains clear. The standard segment reaches a penetration of 81% among Italian households, while the special or value-added segment reaches 53%. Overall, bread is growing by 6% in both volume and value compared with the previous year. Within the category, traditional bread records +5% in volume and +6% in value, while special bread shows even stronger growth, with +11% in volume and a +7% in value.

This is therefore not a replacement of traditional bread, which retains significantly greater size and penetration, but rather the expansion of a category capable of meeting different needs. Bread remains an essential purchase, but is increasingly also taking shape as a cultural choice. In Italy, there are more than 200 recognised bread recipes, with just as many also present in local traditions. An enormous cultural heritage that assumes these dimensions only in Italy. That is why thinking of it as a low-priced commodity is a mistake. A “commodity” product is undifferentiated, and its origin is of no importance. Bread is the exact opposite: it is territorial identity, with dozens of breads bearing protected designations, recipes that change just a few kilometres apart, and flours, hydration levels and fermentations that tell a story. A commodity is something bought without looking at it. Bread is what we eat every day while never stopping our search for the good stuff.

“Talking about bread means talking about a heritage that spans regions, generations and everyday habits,” says Giulia Manzoni, Sr category & brand manager bread at Vandemoortele Italia. “Behind every recipe are raw materials, techniques, fermentations and skills that make bread deeply connected to the culture of the place where it is made. Considering it a simple commodity means losing sight of its value: even the most everyday bread is the result of a history and knowledge that deserve to be recognised and shared.”

From necessary bread to chosen bread

In the modern retail fresh bakery sector selling by weight, standard bread accounts for approximately 878.000 tonnes and a value of 2,7 billion euros. The special component, featuring ingredients with high perceived value or traditional recipes and clear benefits, reaches 369.000 tonnes, for a total value of approximately 1,1 billion euros.

The relationship between these figures highlights a significant change for retail. While the traditional offering remains essential to ensure accessibility and continuity for the category, special bread opens up [[ARTW_HTMLOPEN_AABK]additional room for differentiation, bringing different formats, recipes and characteristics into play.

The variety of shapes also reflects the category’s complexity. Among standard bread purchased through modern retail, baguettes reach a penetration of 56%, followed by small crusty rolls at 55%, ciabattas at 50% and loaves at 49%. In the value-added component, loaves and small crusty rolls both reach 26%, followed by baguettes at 22%.

These figures do not indicate the disappearance of one model in favour of another. Rather, they show how bread has become a multi-level category, in which everyday function, variety and choice coexist.

Tradition and innovation are not alternatives

The growth of special bread does not signal the abandonment of so-called “simple bread”. On the contrary, it suggests that a category deeply rooted in Italian habits can continue to evolve without losing its original function.

Bread remains an everyday food, but it can meet several selection criteria at the same time. Retail’s role is to allow these dimensions to coexist, turning the breadth of the offering into a real advantage for the shopper.

“The growth of special breads does not diminish the role of traditional bread, but expands the possibilities of the category,” says Antonio Evangelista, retail marketing manager at Vandemoortele Italia. “For retail, the challenge is to turn this variety into a clear offering, in which each product meets a specific function and is immediately understandable to the shopper. The data and our knowledge of the category enable us to support retailers in building ranges consistent with their positioning, capable of bringing together everyday purchases, regional recipes and value-added offerings.”

Bread changes, and it is precisely by changing that it remains at the centre of the table. The figures confirm it: 3,8 billion euros in value, 87% penetration among households, and special breads growing at double-digit rates. But beyond the figures lies a simpler truth: bread is the first food we put in our mouths, and the last one we learn to take for granted. It is not a commodity; it is culture.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.