Overview
- Household bread intake has fallen by 4.3 kilograms per year on average since 2019, reflecting a 10% overall decline.
- Traditional bakery sales declined by 8.1% through April 2025, leaving fewer than half of households buying bread at bakery counters.
- Over 90% of consumers now rely on supermarket and discount retailer self-service sections for baked goods.
- Smaller items such as rolls, pretzels and croissants make up more than half of discount bakery sales and nearly 43% in full-range stores.
- Nearly half of German households now own air fryers, which experts link to rising demand for ready-to-bake rolls even as frozen pretzels slip further.