New product in Messe Stuttgart's bakery trade fair portfolio

13.01.2020 - 12:00

International Bake & Shop Expo in Nanjing from 2020 onwards / Strong growth on the Chinese bakery market

With the International Bake & Shop Expo, Messe Stuttgart is extending its portfolio of trade fairs for the bakery and confectionery industry. The trade fair will be held for the first time at the trade fair grounds in Nanjing from 12 to 14 October 2020. The range of exhibits will include raw baking ingredients, baked goods and bakery technology, but also storage, franchising and employee training courses. In view of the growing demand for bread, bread rolls, snacks, gateaux and confectionery, especially in relation to breakfast and "to go" catering, the trade fair is positioning itself as an important industry event for Chinese bakeries, self-service bakery shops, cafés and cake shops.

The trade fair will occupy an exhibition area of 20,000 square metres in Halls 1 and 2 at the Nanjing International Expo Center. The trade fair is being organised in product categories to ensure a purposeful flow of visitors.

Hall 1 will contain bakery technology and accessories, shop fixtures and fittings, an experience section on large kitchens and a training area specifically for bakery owners. Hall 2 will contain the exhibition areas for confectionery products, accessories, coffee/tea/beverages and ice cream production together with forums, training courses for bakers and seminars for lunch and tea breaks.

Booming Chinese market for bread, baked goods, cakes and snacks

According to Euromonitor, over 70 per cent of bakery and confectionery products sold in China in 2016 came from retailers and went unpacked and fresh out of the oven onto the shop counter. The majority of products consumed originate from craft enterprises. The technology needs to be updated in an overwhelming number of bakeries. There is also great demand for storage, logistics and new business models.

Unlike in Europe and North America, where bread and bakery products are consumed as basic and staple foods, the popularity of bread, baguettes, croissants and cakes is still on the rise in China. Because the pace of everyday life in China is becoming faster, people there are primarily demanding supplements to breakfast and afternoon tea and as a snack in between meals. The rapidly growing middle class in China and western lifestyle eating habits are leading to a boom in the Chinese bakery industry.

Per capita consumption of baked goods in China amounted to 6.9 kilograms per annum in 2017. This value is well below the world average of 18.7 kilograms. Unlike in Japan, Hong Kong and Singapore – markets which have very similar eating habits – per capita consumption in China has the potential to double and triple.

The bakery industry grew by around 13 per cent per annum between 2012 and 2017. In 2018, the Chinese bakery industry recorded sales of $30 billion and therefore represented the world's second largest market after the USA. The last few years have also seen more conscious food consumption right across all social classes. This is leading to a higher quality of supplied products. In 2018, around 50 per cent of the consumers of bakery and confectionery products were younger than 38 years of age. Around 27 per cent were 18 or younger. Young consumers in particular are partial to healthy baked goods. This is also boosting demand for new products.

About the International Bake & Shop Expo

The trade fair is being organised by the Chinese subsidiary of Messe Stuttgart, i.e. Nanjing Stuttgart Joint Exhibition Ltd., and the partner Shanghai Global Exhibition Co., Ltd. The International Bake & Shop Expo is building on the competence of Messe Stuttgart regarding bakery and confectionery trade fairs: Messe Stuttgart has been present on the market with südback since 1978. With more than 700 exhibitors on a gross exhibition area of 65,000 square metres, südback is one of the most important industry meeting points for Germany and neighbouring countries. In Turkey, IBAKTECH Istanbul is the leading trade fair for the Turkish bakery and confectionery market. With over 340 exhibitors from 11 countries, the 12th edition in 2018 underlined its position as the leading event in the industry.

The first International Bake & Shop Expo will be held at the trade fair grounds in Nanjing, China, from 12 to 14 October 2020.

Registration documents and further information are available here right now:

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