A strategic consultancy and market research firm

Gira knows food – and most of the actors in the European food chain. We operate in the drink and food sectors and the food-based retail chain throughout the whole of Europe and worldwide in some product sectors such as meat, fish and dairy.

Contact us


  • 13 chemin du Levant FR – 01210 Ferney Voltaire, FRANCE

  • +33 450 40 24 00

  • contact@girafood.com


Bakery Market Overview


The European bakery market is mature but continues to change.

While maintaining a steady 40 million tons (2016), the European market shows contrasting trends between north and south. Gira’s unmatched insight of these market trends comes from monitoring the entire bakery sector for over 30 years. An analysis of bakery product consumption, distribution and production structure in European countries and the ranking of top European industrial bakers gives you the understanding required to maintain relevance and remain competitive.

Current sector challenges and opportunities:

    • A shift from packaged to fresh bakery products in Northern European countries, largely due to bake-off
    • Modern retail channels, driven by hard-discounters, crowding the market strongly
    • Success in both ends of the market with both the premium segment and low-price products growing
    • Food waste and an emphasis on local production attracting attention in almost all countries.
    • A much lesser developed bake-off market in Eastern countries (new EU members)

Figure: Bakery products consumption cumulative growth by supply origin and by region – 2016/2021f

Contact us to find out how Gira can help you turn today’s challenges into tomorrow’s opportunities.

Latest Bakery Market Reports

  • Show All
  • Bakery
  • Foodservice

The Different Business Models of Bakery Chains in Europe

Bakery, Foodservice
(Published January 2022) There are over 50,000 bakery and coffee shop chain outlets in Europe, which hold 15% of fresh bakery distribution in Europe and 13% share of industrial fresh and bake-off bakery product production, due to owned manufacturing plants. With blurring boundaries between retail and foodservice, and in a growing industrial competitive environment, there is an Read More...

European Bakery Companies Panorama


The only pan-European industrial bakery, databank with explanation and informed opinion on what it means. Gira’s Panorama, updated every three years, contains comprehensive corporate, structural and market information on the four major bakery products, bread, viennoiserie, patisserie and savoury pastry.


Covid-19 Crisis : Impact on European Bakery Markets

Covid-19 Crisis - Impact on European Bakery Markets (Proposal) 1 file(s) 635 Download (Published March 2021) Covid-19 started in Wuhan on 10th December 2019, but didn’t make global consciousness until mid-January 2020. The Chinese lock-down hit the front pages across the world on the 23rd January 2020 as 10 cities were shut down. The disruption Read More...

Bake-off Bakery Markets in Europe

Bake-off Bakery Markets in Europe (Brochure) 1 file(s) 1.29 MB Download Bake-off is the strongest growing sector in a globally stagnant European bakery product market, with Bake-off bakery products now being the key target for almost all of Europe’s industrial bakers. But where really are the best opportunities? And are there any new threats that may change the equation? Gira’s NEW report Read More...

The future of Dynamic Bakery segments : Soft buns – flatbreads – Doughnuts – US / American pastries


Today’s mature European bakery market presents several segments that are of increasing interest to consumers and therefore, for industrial producers.


Dedicated products & services

Gira’s products and services fall into the following categories

Consulting services

Using an empirical, information-driven approach, we apply global market intelligence and experience to complex challenges, producing concrete strategies and action plans to fit your business needs.

Individual market research

We obtain the data, interview the players, make sense of the insights and forecast the key future trends to help you develop and refine your strategic and operational goals.

Multi-client market research

Our unique multi-client studies keep you at the cutting edge of strategic developments in your sector, giving you an unrivalled database and forecasts, and a real competitive advantage.

Market audits and due diligence

Our unequalled depth of sector knowledge means we analyse and interpret information rapidly and efficiently, allowing us to operate within tight time and budgetary constraints.

Presentations, workshops, conferences

Presenting our latest research and market intelligence adds real value to your business events – an AGM, a team meeting or a client conference