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MARKET OVERVIEW

1.1 Definition and Introduction

A Bakery/Pastry shop is a local shop offering a wide range of products such as bread, pastries and cakes, and often the product offering is complemented by sandwiches as well as cold and hot drinks.

Bakeries and bakery products play a central role in French gastronomic traditions, and the French remain attached to their legacy. Despite changes in consumption patterns, which have led to a decline in bread consumption over the years, the French declare that consumtion levels remain high relatively.

Despite this traditional anchoring, bakery and pastry shops also know how to reinvent themselves and expand their offer to meet new expectations of consumers as far as their diet or lifestyle is concerned. This adjustment is also essential if bakeries want to maintain their sales in light of fierce competition from other distribution channels.

There are many different types of players in the bakery and pastry market, divided in particular between industrial and artisanal production. The focus of this study will be on the artisanal bakery and pastry making.

1.2 The global market is growing

In order to give a global market overview, this section considers sales of all bakery products. Therefore, this part (***) which makes the market size in this section larger than that considered for France only. 
Global sales of bakery items and pastries World, ****-****, billion $ and % Agroalimentaire Canada
In ****, global sales of ...

1.3 Domestic market

Sales revenue of organic bakery products France, ****-****, million euros Agence Bio
The turnover of the bakery-pastry industry in France was **.* billion euros in ****, which represented ** billion baguettes sold per year. The sector experienced very strong growth in **** and especially ****, with bakery activity being driven by bakery catering (***) and an expansion ...

DEMAND ANALYSIS

2.1 The French are major consumers of bakery products

Bakery products are integral to the daily life of the French, and as such are consumed by the majority of the population. For example, **% of French people say they eat bread, **% eat croissants and **% eat pain au chocolat. [***]
Consumption of bakery products France, ****, % IFOP
The large majority of French people are ...

2.2 The bakery at the heart of French daily life

The baker remains the most visited shopkeeper in France when measured on a monthly basis. The French pay visits almost three times a week (***), compared with only *.* monthly visits to hypermarkets and supermarkets, *.* monthly visits to the fruit and vegetable shop, and *.* monthly visits to the butcher. [***]
Monthly visits of different ...

2.3 Purchasing behaviour in the bakery industry

Selection criteria
France's history and experience with bread has led the main purchasing criterion to be quality: **% of the French consider it to be essential. After this, we find that the most important factors are:
the proximity of the point of sale for **% of those surveyed and local production, for **% of ...

2.4 New consumer expectations: diversity and organic products

A wide variety of breads
**% of French people claim to regularly consume * to ** different types of bread, and **% of them even claim to consume more than ** types of bread. [***] Indeed, breads originating from other countries all around the world are gradually paving their way into the french market. Thus, wraps, paninis ...

2.5 The threat of new consumption patterns: the dietary factor

A large proportion of bakery products are perceived as unhealthy and dense in fat, which causes a considerable brake on demand.
For example, **% of French people are convinced that bread is a cause of weight gain, and this percentage rises to **% for **-** year olds. This is an important factor at ...

MARKET STRUCTURE

3.1 Fewer bakeries but more employees

The number of bakeries and pastry shops (***) has been declining since the beginning of ****. In fact, France only had **,*** bakeries and pastry shops in ****, compared to **,*** in ****. However, the number of employees has continued to increase, reflecting the attractiveness of this profession, with many apprentices in particular. Indeed, there were ***,*** employees ...

3.2 Competition from supermarkets and bread shops

While artisanal bakeries remain the main distribution channel for bread and other bakery products, they are not alone and face increasing competition from other distribution channels. Artisanal bakeries accounted for **% of the volumes sold in ****, compared with **% for bread shops, **% for hypermarkets and *% for supermarkets. [***]
Main distribution channels of bakery products France, ...

ANALYSIS OF THE OFFER

4.1 The different types of products

Bakeries and pastry shops offer a very wide range of products, which can be broken down into several activities including: bread, bakery products (***). Bakery represents the major part of the offer, with **% of the market value in ****, while pastries and cakes represent **% and **% respectively. [***]
Distribution of different types of products offered ...

4.2 Rising prices for bread and other bakery products

The production price of bakery items (***) has been rising steadily for almost ** years. In fact, with an index base of *** in ****, the producer price index for bakery items reached more than *** in August ****, which implies a *% increase in prices. [***]
Production price index of bread and other bakery products France, ****-**** Source: ...

4.3 Broadening the offer

The bakery catering
The consumption of bakery products is becoming more and more frequent at lunchtime, and in response to this, bakeries are now offering an increasingly broad range of sandwiches, as well as catering formulas. Many of them are also creating on-site catering areas to complement take-away sales. [***]
Bakeries can ...

REGULATION

5.1 Trade regulations

Each category of bread displayed must be accompanied by a label (***), attached to the base of the rack where the bread is displayed. This label must contain the following information :
Exact denomination of the category of bread; Weight in grams for breads sold by the piece; Selling price (***); The selling price ...

5.2 The "bakery" designation

The use of the terms "bakery" or "baker" have been subject to regulation since the end of the ****s, by the law n°**-*** of ** May **** determining the legal conditions for exercising the profession of artisan bakers. [***]
Thus, the use of the designations "bakery" and "baker" is exclusively reserved for professionals ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Marie Blachère
  • Banette
  • Louise

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Hugo Schott

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Mathieu Luinaud

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Robin Charbonnier

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Pierre Doussau

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Arnaud Walter

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Imane Essadiq

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