Cost-sensitive and inflation-wary consumers in Germany are bound to increasingly head to the supermarket and discounters for their bread for baked goods in 2023, as they search for a cheaper weekly shopping basket overall. However, the country continues to favor traditional bread. Health awareness and consumers’ unwavering appreciation for local and regional products are bakeries’ best bet.
Before we talk about 2023, it is necessary to summarise the events and consequences of 2022 on consumers, the food industry and, in particular, bakeries and bakers. 2022 was the third crisis year in a row and brought a heap of problems and challenges for both consumers and producers.