The sweetened taste of a zwieback toast has made it one of the most prominent bread products across Europe. Zwieback is a common rusk available in European countries such as Germany, France, Slovenia, Italy, Greece, Scandinavia, and Austria. The similarities with Melba toast has made zwieback a key food product in the world, especially in Europe. The demand for zwieback in Europe is expected to register considerable growth, owing to the rusk’s tasteful combination with several food products, ranging from fruits to milk beverages such as tea or coffee. The demand for zwieback is also anticipated to rise as the rusk is tagged “healthy” due to its nutritional composition, and is easy to digest.
Future of Zwieback in Europe
The future of zwieback market in Europe is forecasted to represent exceptional growth during the forecast period 2016-2026. The positive rise in the consumer perception about zwieback food products is the key reason influencing the growth of the market. Furthermore, in Europe, zwieback is also considered as a healthier option to traditional rusk products. Among all the European countries, zwieback originated from Germany, and will continue to be a prominent culinary toast in the country. Increasing population and per capita income in Europe is also triggered to have an impact on the future of its zwieback market.
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The nutritional composition of a zwieback rusk is the primary factor driving the growth of Europe’s zwieback market. Zwieback contains flour, eggs and sugar and highly rich in proteins and carbohydrates, making it a healthy option for dietary bread toast. Apart from this, the zwieback market in Europe is projected to grow substantially, owing to the factors such as,
- Rising population of food enthusiasts
- Increasing popularity of zwieback rusk products
- Health awareness
However, these factors are not entirely responsible for shaping up Europe’s zwieback market. The only major restraint hampering the growth of the market is the lack of availability of variety of zwieback products. Compared to other rusk-based products, zwieback products have remained at a nascent stage in terms of variability.
The European zwieback market is segmented on the basis of packaging, distribution channel and region. The market segmentation goes as follows,
Based on the type of packaging
- Paper bags
- Wax paper bags
- Cellophane bags
On the basis of distribution channel
- Retail stores
- Nordic Region
- Rest of Europe
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The manufacturers of zwieback in Europe must make strategic development in terms of product portfolio. Increasing the variety of zwieback products is essential for European manufacturers in order to expand the zwieback market size and register a dominant market share. The key companies in the Europe zwieback market include Bahlsen GmbH & Co. KG, Biback Zwiebackfabrik SOMMER GmbH, Roland Murten AG, and Carl Brandt, Inc., among others. A majority of the key players hail from Germany. Carl Brandt is the most reputed zwieback manufacturer in Europe, importing the products in the US as well as the other parts of the world.
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