Summary

The French BVP (Boulangerie, Viennoiserie et Pâtisserie) market has witnessed considerable growth since 2020, despite initial setbacks due to the health crisis. The market size is projected to exceed 10 billion euros in revenue by 2022. A significant trend within the industry is the increasing consumer interest in healthier food options, spurring companies to incorporate wholesome ingredients like seeds, cereals, and ancient grains into their products. The sector faces challenges such as the surging prices of raw materials including butter and flour, as well as heightened awareness of environmental impacts. The market structure is characterized by a strong presence of French-origin companies leading in sales: Bridor, Délifrance, Harry's, and Brioche Pasquier, among others.

The sector enjoys a trade surplus with main exports to Europe and the United States and experiences a modest growth in the number of establishments (9% rise from 2014 to 2021) and employees (10% increase over the same period). Consumer habits indicate a slight decline in bread consumption, down from 130 grams per day in 2010 to 105 grams in 2021. Supermarkets are a primary distribution channel, representing 47% of BVP manufacturer sales, with bread making up 52% of BVP sales, and the demand in viennoiseries and pastries driving growth in the supermarket channel. There's also a strong regulatory backdrop ensuring that the use of the term "boulangerie" is reserved for professionals who meet specific production criteria.

Trends in the French Industrial BVP (Boulangerie, Viennoiserie, and Pâtisserie) Market

At the same time, one of the challenges the industry is currently facing relates to the inflation of prices across various inputs, including critical raw materials like butter and flour, as well as costs associated with energy, transportation, and packaging. This period also highlights the significance of environmental impacts and digital transitions within the industry.

In France, both the industrial production and consumption of fresh pastries and bread have shown upward trajectories, suggesting a market size that might well surpass the €10 billion mark based on estimates from the initial 10 months of the observed year. Moreover, this rising trend persisted despite a temporary setback caused by the health crisis, with recovery trajectories exceeding pre-crisis levels.

Out-of-home catering accounts for 14% of the market, with bread and burger buns being the most demanded products. Here, bread remains the most in-demand product, capturing nearly 70% of the demand, followed by burger buns at about 22%. It is worth noting that frozen products constitute around a quarter of the demand in this segment, while fresh products dominate with approximately 63%.

When it comes to international trade, France's trade balance for industrial BVP is nearly even, with a slight surplus reported for 2021. The majority of French imports in this category come from European neighbors, while exports find their market primarily within Europe, with the United States ranking as the fourth-largest importer of French products. Looking at the employment and establishment growth within the sector, there's been a modest increase in the number of companies and employees in the industrial bread and fresh pastry manufacturing.

With a Compound Annual Growth Rate (CAGR) of 1.2% for companies and 1.4% for employees between 2014 and 2021, the growth, albeit modest, is steady. In terms of key players in the French market, French-origin companies hold dominant positions. 

Prominent Contenders in France's BVP Industry Landscape

The BVP market in France, encompassing a variety of enterprises specializing in the production and sale of baked goods, showcases a host of influential players, each contributing its unique flair and expertise to the culinary tableau of the country. Let's delve into the profiles of these key market influences:

  • Bridor (Le Duff Group): A beacon of quality and innovation, Bridor is an integral part of the esteemed Le Duff Group. Esteemed for its premium bread and pastry offerings, Bridor caters not just to France but to an international palette, marrying traditional French baking techniques with global gastronomic trends.

 

  • Délifrance (NutriXo, Vivescia): As a subsidiary of the giants NutriXo and Vivescia, Délifrance has carved a niche for itself in the realm of BVP. With a catalog that spans from crusty baguettes to delicate pastries, Délifrance brings the essence of French boulangerie to consumers worldwide.

 

  • Harry's (Barilla Group): Under the umbrella of the Barilla Group, brand Harry's positions itself as a household name, reaching kitchen tables with its diverse range of packaged bread and sandwich options that pledge both convenience and taste.

 

  • Vandemoortele: A European leader with a keen focus on bakery products, Vandemoortele is recognized for its commitment to quality and taste. The company's product portfolio includes frozen bread, pastries, and other baked delights that have been satisfying the appetites of food lovers everywhere.

 

  • Brioche Pasquier: A symbol of authentic French pâtisserie, Brioche Pasquier stands as a testament to tradition and craftsmanship. The company's namesake brioche, along with its other baked treats, continue to be favorites among those who cherish the sweet side of French baking.

 

  • Neuhauser (Soufflet Group): As part of the Soufflet Group, Neuhauser remains a vital player in the market, delivering a broad assortment of bakery products that include bread, Viennese pastries, and more, catering to both retail and foodservice clients with their quality goods.

 

  • La Boulangère (Norac): Operating under the Norac group, La Boulangère distinguishes itself with its commitment to sustainable practices and product innovation. Their offerings include a variety of bread and pastries that align with contemporary consumer desires for healthier, eco-conscious options. 
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  • Number of pages : 30 pages
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  • Last update : 11/01/2023
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Summary and extracts

1 Market overview

1.1 Definition and presentation

The BVP (Boulangerie, Viennoiserie et Pâtisserie) market in France covers all activities relating to the production and sale of industrial bakery, Viennese pastry and patisserie products.

Among the top players on the French market, we find, in descending order of sales: bridor (Le Duff group), Délifrance (NutriXo, Vivescia), Harry's (Barilla group), Vandemoortele, Brioche Pasquier, Neuhauser (Soufflet group), La Boulangère (Norac), Jacquet Brossard (Limagrain), Mademoiselle Desserts and la Fournée Dorée.

The most important trend at the dawn of 2023 is the growing consumer demand for healthy food , to which companies must respond by adapting their offer. In industrial bakery products, we are seeing a move upmarket in the bread range , with the addition of seeds and cereals known for their health benefits, and the return of ancient cereals rich in vitamins and minerals.

One of the main challenges facing the industry in this period is the rise in prices: raw materials (butter and flour), energy, transport, packaging... We can also mention the growing importance of the environmental impact of companies, as well as the digital transition.

1.2 The French market in good shape

French bread and fresh pastry production is on the rise, as the following graph shows. Companies in the sector are listed under NAF code **.**A: Industrial manufacture of bread and fresh pastry.

This class includes :

the industrial manufacture of bread, Viennese pastries (***) waffles and pancakes manufacture of frozen dough and dough ...

1.4 Balance of trade

The trade balance for industrial BVP is almost in balance, albeit with a slight surplus in ****. To establish this, we use the harmonized customs system, and more specifically code **** - Bread, pastry, cakes, cookies and other bakers' wares, whether or not containing cocoa; communion wafers, empty cachets for pharmaceutical use, sealing ...

2 Demand analysis

2.1 Typology of demand

The industrial bakery market is essentially a BtoB market. The main outlet for industrial bakeries in France is supermarkets and hypermarkets, which account for **% of the sales of French BVP manufacturers. The other distribution channels in France are out-of-home (***).

Main market segments France, ****, in % of sales Source : FEB Takeaway: craftsmen, wholesalers, ...

2.2 BVP demand in supermarkets

The total market for BVP (***).

Bread accounts for **% of BVP sales in supermarkets, while viennoiseries and pastries represent **% and **% respectively.

Breakdown of sector sales France, ****, in millions of euros Source: ****

Nevertheless, it is Viennese pastries and cakes that are driving growth in this segment, as shown in the following table, which ...

2.3 Demand from out-of-home catering

Out-of-home catering accounts for **% of outlets in the industrial BVP sector (***).

Below is the out-of-home catering consumption of industrial BVP by product type for **** (***).

Bakeries

The table below details the categories of industrial bakery products most and least in demand by out-of-home catering players (***) :

Commercial foodservice accounts for **% of demand for ...

2.4 Terminal demand

Purchases of pre-baked or frozen bread and dough represent an average of **% of food purchases by bakery terminals, compared with just *% for artisan bakeries in ****.

Baking terminals are therefore an important customer sector for the industrial bakery sector.

This sector has seen a structural increase in activity over the last decade, ...

2.5 Focus on demand for Viennese pastries and industrial pastries

Sales of industrial pastries

The following chart shows the top-selling types of industrial viennoiserie products. Brioches top the sales charts, followed by pains au chocolat.

Segment breakdown of the industrial viennoiserie market France, ****, in millions of euros Source: ****

Sales of industrial pastries

The market for industrial pastries is characterized by a ...

2.6 The French and the consumption of bakery products

Consumption of bakery products

The average quantity of bread consumed by the French tends to decrease over time. In ****, the average French person will consume *** grams of bread a day, compared with *** grams in **** and *** grams in ****.

Bread consumption per day and per capita France, **** - ****, in grams Source: ****

Bread nevertheless ...

3 Market structure

3.1 A competitive ecosystem

Below is a simplified value chain for the bread-making industry in France:

Source: ****

We can distinguish three types of bread manufacturer: artisan bakeries and patisseries, bakery workshops in supermarkets and hypermarkets, and industrial BVP players. it should be noted that industrial BVP manufacturers may distribute their production to supermarket shelves, the ...

3.2 Number of establishments and employees

Against a backdrop of sharply rising total production, the number of companies manufacturing bread and fresh bakery products on an industrial scale has also risen. The number of establishments will rise by *% over the entire ****-**** period, though this increase will remain slight and limited by a period of stagnation between ...

3.3 Major players in the French sector

The following table shows the main players on the French market (***). We can see the importance of players of French origin, who dominate the national market.

Source: ****

In addition to their brands dedicated to the manufacture of industrial BVP products, these groups also own other brands in related fields, such as ...

4 Offer analysis

4.1 Increase in raw material prices

Over the past few months, the production prices of many products in France have risen. This is particularly true of the price of butter and baker's flour, raw materials which have a direct impact on the production of bread, Viennese pastries and cakes. According to the Confédération Nationale de ...

4.2 Offer typology

There are a large number of references for products offered by the industrial bakery-viennoiserie-pâtisserie sector. For an overview of the products on offer, we use the Neuhauser range as a starting point: Sector Categories Number of products Bakery Baguette ** Half baguette ** Bâtard ** Prepackaged ** Ciabatta * Panini * Bread * Bread rolls ** Other ...

4.3 New supply trends: diversification and healthy products

A growth sector: organic products

Consumers are increasingly looking for healthy, environmentally-friendly products from short supply chains. The growing demand for organic produce is affecting all sectors and forcing producers to take the organic step.

In ****, France's EGalim law severely disrupted the market for industrial Viennese pastries. Indeed, by ****, the processed ...

5 Regulations

5.1 Towards 24/7 opening of bakeries and bread depots?

Since ****, prefectoral decrees have prohibited bakers from working * days a week. In fact, the minimum weekly rest period is set at ** consecutive hours[***]. However, in the perishable industries sector (***), this rest period can be waived a maximum of * times a month, for a total of no more than * times a year. ...

5.2 The "bakery" appellation

The use of the terms "boulangerie" or "boulanger" has been regulated since the late ****s, by law n°**-*** of May **, ****, determining the legal conditions for the exercise of the profession of artisan baker.[***]

The use of the designations "boulangerie" and "boulanger" is reserved exclusively for professionals who knead their own ...

List of charts

  • Market size for industrial production of fresh bread and pastries
  • Balance of trade in bakery, pastry and cookie products
  • France's main suppliers
  • Main importing countries
  • Employees registered under NAF code 10.71A (Industrial manufacture of bread and fresh pastries)
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Latest news

Beer: now world leader, Soufflet wants to make malt greener - 15/11/2023
  • Malteries Soufflet has acquired 100% of Australia's United Malt through a €1 billion investment.
  • Following the purchase, the division of the InVivo group became number one in the sector, with 41 plants and a quarter of the world market.
  • Malteries Soufflet has opened operations in new countries, including North America and Australia.
  • Craft beers account for 15% of beer sales worldwide
  • Malteries Soufflet expects craft beer consumption to pick up again in less than two years
Le Duff invests 50 million to convert a frozen food plant in Calvados - 03/10/2023

The food giant (sales €3 billion) is preparing to inject €50 million into an extension to the Frial site in Calvados.

This plant produces frozen ready-made meals sold under brand names and private labels.

The Group's Cité Gourmande brand of frozen ready meals generates sales of only around 60 million euros, compared with 188 million for Frial.

the Frial Frial employs 480 people

Beer: Malterie Soufflet wins United Malt and becomes world champion - 03/07/2023
  • Malteries Soufflet has become the world leader in malt, with almost a quarter of the global market.
  • The company paid 1.5 billion Australian dollars (nearly 1 billion euros) to acquire United Malt Group, the 4th largest malt company in the world.
  • With this purchase, Malteries Soufflet has doubled its activities.
  • The purchase adds 12 processing plants to Malteries Soufflet's list of 29 industrial sites, located in Canada, the United States, Australia and the United Kingdom.
Bakery: Italy's Morato takes over Harry's factory in Aisne - 23/06/2023
  • Barilla sales: 4.5 billion euros.
  • Number of Morato factories: 16
  • Annual production of Morato bakery specialties: 160,000 tons
  • Morato sales: 300 million euros
  • Annual production of buns at Harry's Gauchy plant: 11,000 tons
  • Sales at Harry's Gauchy plant: 10 million euros.
Moulins Soufflet reinvents itself with a state-of-the-art site - 18/06/2023
  • Facility surface area: over 6,000 m2 spread over 5 floors
  • 5 years of construction
  • Investment of 45 million euros
  • Production capacity: 900 tonnes of flour per day (5 million baguettes)
  • Moulins Soufflet: 830,000 tonnes of wheat processed per year in 9 mills in France and Belgium
  • Partnership with 3,200 farmers
  • Moulins Soufflet annual sales: 450 million euros
  • Workforce: 515 employees (including 108 at the Corbeil-Essonnes site)
La Mie Câline wants to dispel preconceptions about industrial bakeries - 13/06/2023
  • 243 franchised La Mie câline stores.
  • 96% of raw materials already sourced from certified French manufacturers.
  • Sales of 203 million euros in 2022. Anticipated sales of 215 million euros in 2023.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

La Boulangère (Norac groupe)
Jacquet Brossard (Limagrain groupe)
Pasquier (Groupe)
Menissez Groupe
La Panetière
Novepan
ARGRU
Atlantique Productions
Harrys (Barilla Groupe)
Bimbo qsr Plessis
Bimbo Qsr Fleury
Bimbo Qsr Aix

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