Nutrition
Customers buy significantly less bread
The classic butter bread loses importance in Germany. Why that is – and why it particularly hits bakeries.
People in Germany no longer consume as much bread as a few years ago. According to the market research institute YouGov, an average of 4.3 kilos of bread were bought in 2024 per budget than in 2019. This corresponds to a decline of almost ten percent.
The data relate to private consumption at home – not to finished goods such as sandwiches that are bought and consumed outside. This also includes toast and sandwich bread.
According to YouGov expert Katja Trieschmann, the reason for the development is primarily the increased prices and changed consumption habits. Classic occasions such as breakfast, break or dinner are more important. “Consumers use alternative products, some of them no longer at home and take smaller snacks over the day.” The “Food Newspaper” had previously reported on the decline.
Bread prices rose significantly
According to YouGov, the classic bakeries lose a lot of market shares in bread. The quantities sold in the branches have decreased particularly strongly. Between May 2024 and April 2025, almost 45 percent of households got bread at least once – without toast/sandwich – in a bakery. It was 52 percent five years earlier. The self -service offers of the food trade are used more frequently – i.e. pre -packed bread or goods from the baking station. 90 percent of households have recently bought bread there at least once a year.
According to expert Trieschmann, this is also related to the prices. Depending on the variety, white, rye, mixed, grain, grains or whole grain bread cost 34 to 37 percent more than five years ago, as figures from the Federal Statistical Office show. The most important ingredient flour was 47 percent more expensive.
In the bakeries, customers usually pay more for bread. According to YouGov, the average price per kilo has increased from 4.24 to 5.03 euros in the past two years. Pre -packed bread in the supermarket was last 3.19 euros, goods from the baking station at 2.77 euros. The price distance has increased in recent years.
Survey: 14 percent eat bread or rolls several times a day
Bread consumption has been declining for years, the Central Association of the German Bakery Hands announced. It sees a reason for the falling amount per household in smaller households-the proportion of one or two-person households increases. The number of companies in Germany that produce baked goods fell by 3.6 percent to around 8,900 in 2024. According to the association, there are around 44,000 sales outlets. According to its own statements, the industry suffers from increasing cost pressure – also from the minimum wage.
Tobias Schuhmacher, Managing Director of the Association of German major bakeries, observes a growing health awareness among customers and the desire for more variety. “While bread was often a main meal in the past, it is increasingly consumed as a snack or as a part of other meals.” Large bakeries supply retail chains such as Edeka, Rewe, Lidl and Aldi with packaged bread.
According to a representative YouGov survey, many people continue to eat bread or rolls regularly: 14 percent several times a day, 30 percent once a day. Another 48 percent eat bread or rolls one or more a week, 7 percent less frequently or never.
dpa
Source: Stern
