Key findings

Inflation eases but is still exerting pressure on purchasing power

Growth was modest in both volume and real value terms in the Western European staple foods market in 2024, with the inflationary environment of recent years having pushed up prices and impacted consumers’ spending power. However, demand for these staple products remains relatively constant, given the importance of many of them to Western Europeans’ diets.

Private label and artisanal products account for almost two thirds of staple foods

Nomad Foods and Barilla Holdings, the two leading players regionally, have shares of just over 1% in what is a fragmented market, particularly in baked goods, in which artisanal products account for almost two thirds of retail value. Even in staple foods as a whole, artisanal products have a 30% share, just behind private label on 31%.

Discounters make major gains in Turkey

While modern grocery retailers dominate sales in Western Europe, the many local bakeries selling artisanal products mean that food/drink/tobacco specialists is also an important distribution channel in staple foods, especially in baked goods. Discounters – particularly attractive to cash-strapped shoppers – have been making gains, especially in Turkey, where their share rose from just 9% back in 2017 to 26% in 2024.

Second tranche of HFSS regulations due in the UK in October 2025

The second set of HFSS regulations are set to be introduced in the UK in October 2025. These will include limitations on multibuy offers and a ban on advertising both online and on television. This will likely continue to push brand owners to reformulate any products high in fat, salt or sugar ahead of the upcoming legislation.