The Novozymes report identified 'consistent quality' and 'softness and springiness' as being the key preferences of European bread consumers.
Gordon Polson, FBB director, said UK bakers already produced products that supplied both characteristics; arguing that UK bread was the new trend-setter with Europe.
“European trends are different [to UK trends], but we saw in Paris when Marks & Spencers opened [its store], that people were queuing just for sandwiches that tasted different,” Polson told FoodManufacture.co.uk.
Consumer needs
“Europe now expects more types of bread, so places that used to sell a specific bread now have to meet consumer needs. Even in French service stations, British-styled sandwiches are sold alongside baguettes.”
Although bread similar to that used in British sandwiches is sold only in a small proportion of European countries, it is a growing trend, said Polson.
“As far as the UK is concerned, we have already provided a hugely consistent product. Consumers like the fact that our bread is soft, and we continue to deliver products that meet these standards,” said Polson.
“White bread still dominates the market, but consumers now want seeded and oat breads, so the variety has increased. Changing lifestyles mean some people don't eat three square meals a day. Products such as 50/50 bread [from Kingsmill] mean that consumers can buy healthy bread, that still looks and tastes traditional.”
Chris Brockman, global food and drink analyst at market research group Mintel, said: “Natural and healthy ingredients are key trends across Europe yes, but the packaged bread market still shows significant variation across the markets.
“Packaged bread is an everyday staple in the UK with 65% of consumers eating it once a day or more. But, in France packaged bread, although growing, is still behind the artisan channel. Only 28% of French consumers eat packaged bread or brioche once a day or more.”
Bloomers
Sliced breads continue to dominate the UK market accounting for 80% of sales with white bread making up 56% of sales, said Brockman. In Germany bloomers and uncut loaves account for 56% of sales, with whole-grain, multigrain and rye also popular.
The UK bread market was valued at £3.4bn with the European market estimated to be worth £54.2bn.
The Novozymes study involved 2,274 consumers and 128 baking industry leaders from across the UK and Europe.
“Consumers identify consistent quality as the key driver for their choice of bread brand. This parameter is significantly more important than all others,” according to the study.
“Consumers are also looking for softness and springiness when making their purchasing decisions, and the need is common across Europe.”