THE EUROPEAN MARKET FOR FROZEN BREAD AND VIENNOISERIE PRODUCTS (BV)

Transcription

1 September 2002 THE EUROPEAN MARKET FOR FROZEN BREAD AND VIENNOISERIE PRODUCTS (BV) The Potential for Growth Product/Market Opportunities Winning Strategies for Producers D, F, GB, I, E, B, NL, DK, FI, S, N 2001/ The first ever European study of prospects on the fresh Bakery and Viennoiserie markets A completed GIRA Multi-Client Programme, for: Industrial Manufacturers of BV Frozen Products Wholesalers and Importers in the BV sector Modern and Specialist Retailers Equipment Suppliers Service Providers Completed in July 2002 GIRAG S.A. 13, chemin du Levant F Ferney-Voltaire Tel: (33) Fax: (33) contact@girafood.com

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3 THE EUROPEAN MARKET FOR FROZEN BREAD AND VIENNOISERIE PRODUCTS The first ever complete strategic assessment of the future of the most dynamic bakery segment in Europe Objectives Coverage SCOPE OF THE STUDY To draw up a complete overview of the European markets for fresh bread and viennoiserie To identify the methods of production and procurement of the main operators To analyse quantitatively and qualitatively the markets for frozen BV products To describe the principal European operators in frozen BV To assess the development opportunities for frozen BV products To highlight the factors of success for the BV industry Fresh bread and viennoiserie, in the overall market context Frozen bread and viennoiserie products Retail and catering distribution circuits Industrial operators of the BV sector Wholesalers and importers Countries: D, F, GB, I, E, B, NL, S, Fi, N, DK Time scale Situation 2001/2002 Quantitative and qualitative forecasts to 2005/2006 Country Reports European Digest CONTENT OF THE REPORT The dynamics of fresh BV consumption Fresh BV supply Methods of production in fresh BV The markets for frozen BV products The operators in the industrial production sector Prospects for development of frozen goods The BV sector in Europe: qualitative and quantitative forecast The market potential for frozen goods The keys to success on these markets Cost Publication July ,000 (including personalised presentation) 1 country: 4,500 European executive synthesis: 8,000 Contact: Anne FREMAUX Tel: (33) Fax: (33) a.fremaux@girafood.com

4 WHY BUY THIS STUDY? Although the European Bakery and Viennoiserie markets are extremely diverse, over 10% of fresh BV products are produced from frozen goods. The BV markets are now going international, and the business of the industrial producers with them. An in-depth knowledge of the present situation and of prospects and strategies in the European frozen BV markets has become essential for success for all operators. With its vast experience of the international bakery business, GIRA offers you the first ever-european analysis of the frozen Bakery and Viennoiserie markets. For the expert insight it brings into: The consumer markets for BV: the products, consumption dynamics and retail circuits The current BV production methods & structures: the breakdown between small-scale and industrial production, industrial product demand by type of technology (raw/part-baked, etc.) and the forces driving development The supply structures: the impact of the wholesalers A survey of the frozen BV products on offer: the manufacturers, their offer, and their positioning at national and international level The sectors with the greatest potential for frozen goods: which products, on which circuits, in which countries For the forecasts that it provides for all these elements For the operating tools that it gives you - the keys to success: Forecasts for the different markets for frozen BV products: opportunities in: products countries retail circuits The winning strategies for companies in the sector, for each country and at European level: which product ranges to develop, with which technologies which retail circuits to target which forms of distribution are the most efficient, etc. The developments to be expected in the structure of the industrial offer at European level - & how to respond to them Contact: Anne FREMAUX Tel: (33) Fax: (33) a.fremaux@girafood.com

5 «1» 1. CONTEXT & ORIGINALITY OF THE STUDY 1.1 THE CONTEXT IS RESOLUTELY FRESH PRODUCTS With its vast experience of the international bakery business, GIRA offers you the first ever study that gives you a comprehensive and above all a COHERENT vision of the European fresh and frozen bakery products markets: using the same products definition in each country thus analysing and comparing the same markets across Europe. Indeed, most surveys available so far have combined the various markets such as: fresh bakery products (1-2 shelf-life) pre-packed branded products ("long-life" products) even biscuits and savoury snacks, as if they were all one homogeneous market. But all operators know that it is crucial to differentiate them. The importance of defining the market "universe" is crucial, as the figure below clearly illustrates: bakery consumption in the UK is often assessed at 49.9 kg per capita per year, whereas it falls to 12.4 kg if only fresh bakery products are taken into account. GIRA's focus is ONLY fresh bakery consumption kg per capita 100 kg per capita D B F DK I E N NL S FI UK 0 D B F DK I E N NL S FI UK Bread Viennoiserie Pastry Fresh bread Fresh viennoiserie Fresh pastry Total bakery consumption: fresh + long life Fresh bakery consumption only Consumer pre-packed products are included The potential market for frozen bakery products

6 «2» Moreover, a lack of precise definition has often led to non-relevant comparisons in bakery industrial production, which mix-up: industrial production of pre-packed bakery products industrial production of fresh products and frozen products for bake-off. For instance, if we consider bread production: most data available so far have compared a 24% share of industrial production in France with more than 80% for the UK. But the first figure is referring to just fresh bread, and the second to total bread in fact, one should be comparing 24% with 51% as the following figure shows Industrial production of bread: is it in the form of fresh, frozen or pre-packed products? % of FRESH bread production is industrial or?? "88% of TOTAL bread production is industrial" 51% of FRESH bread production is industrial 0 D F I E NL B UK Craft bakers In-store Industrial fresh + frozen Industrial pre-packed Until our Study, there was nothing that allows the professional to go from today's fresh bakery products consumption to a coherent analysis of markets for frozen goods for bake-off. This study is centred on fresh products that might be produced by bake-off. It gives you the real keys to success on these markets.

7 «3» 1.2 A EUROPEAN MARKET FOR FROZEN BV PRODUCTS IS TAKING SHAPE But before we even analyse this new market, GIRA has drawn up the first complete overview of the European fresh BV market, which is dynamic but very diverse and often hard to comprehend, due to: the different levels of fresh bakery products consumption: from less than 15 kg per capita per year up to more than 70 kg the variety of products encountered: baguette, rolls, barra, loaves, ciabatta, and chapatta without mentioning all the special bread recipes the different retail structures: from less up to more than outlets selling fresh bakery products depending on the country, with a market share of craft bakers going from 6% of total fresh bakery sales up to 76%. However, some similar trends are apparent in all the countries: for the consumer, the search for higher quality products, ethnic recipes, products suitable for snacking, etc. More and more BV products are crossing frontiers on their way to the tables of European consumers for retail and foodservice suppliers, looking for differentiation in their offer and at the same time searching for convenience in production methods. This means an increasing use of frozen BV products in bake-off units. As a consequence, a real market for frozen BV products is taking shape: in 2001 about 12% of fresh bread and viennoiserie consumed in Europe came from frozen products for bake-off. Moreover, the markets for frozen bread and viennoiserie are going international, and the volumes traded are growing strongly, with international trade in 2001 representing 25% of the European market for frozen BV products.

8 «4» Origin of fresh BV products per country UK F B NL N EU E D S DK I FI 11 Scratch baking Bake-off frozen The industrial frozen products operators are thus seeing their export business grow unceasingly, with consequent increasing competition at international level. In this context, in-depth knowledge of the European markets for frozen BV products and their development is essential for the success of every enterprise operating in this sector: How should industrial frozen goods operators position themselves? Which markets (countries/channels) should be explored as a priority, with which products and with which technology? What are the success factors for operators through the year 2006?

9 «5» 2. WHAT YOU WILL LEARN FROM THIS STUDY This study is far more than just a (unique!) quantification of the present European market for frozen BV products, since GIRA offers you a uniquely practical approach: an assessment of the demand for frozen BV products: who is using which types of frozen BV products, when, why and how? the main driving factors (and the brakes on their development) for the increasing future use of bake-off products, thus helping us to evaluate the potential for development through 2006 a complete survey of all the frozen products on offer and the policies of the various industrial operators in each country the structural changes to be expected on the frozen goods market: internationalisation of operators, concentration. All this in the context of the global markets for BVP and their development. 2.1 HOW GIRA HAS ASSESSED THE DEMAND FOR FROZEN BV PRODUCTS To evaluate the potential on the European market for frozen BV products has required an intimate knowledge of: the dynamics of BV consumption in each country: markets, types of products, recipes, modes of consumption and the trends in development through 2006 the retailing structures serving the markets: major players in the distribution of fresh BV products (both retail and catering sectors), types of products on offer and main development factors affecting retailers the production methods of each supplier (scratch baking / bakeoff / selling fresh products) and the principal criteria governing the choice of these methods, today and in the future. These elements have led to an in-depth understanding of the demand for frozen BV products in each country, by product, by circuit and by level of convenience, as shown in the figure below.

10 «6» Consumption Assessment of the frozen BV market (11 countries, bread/viennoiserie, 2001/2006) Fresh bread consumption Supply Craft bakers Modern retail Chains Catering Production methods Scratch baking Bake-off Reselling fresh bread Level of convenience Raw Part-baked Fully baked Total demand for frozen bread On the basis of this detailed analysis of the consumption, retailing and methods of production of BV products, GIRA has identified the demand for BV frozen products, both: quantitatively: market volumes 2001 by product and by technology (raw, partbaked/pre-proved, fully baked) changes in the industrial share of the total BV market prospects for growth up to 2006 of different BV products and different clientele segments (product/circuit opportunities) and qualitatively: the main users of frozen BV products, types of products and technologies used brakes and driving factors for bake-off modes of procurement evolution of demand and the products that should be developed.

11 «7» 2.2 DEMAND V.S. SUPPLY In each country covered, this Study has drawn up a complete overview of the frozen BV products on offer, currently and in the future, distinguishing between national production and imports. This overview includes the following information per country: quantitative and qualitative data: volumes of production of frozen BV products segmentation of the offer: by products and by technologies (raw/part-baked/fully baked) principal outlets (national/export markets) trades dynamics, identifying the key exporters and the key importers structural data: principal producers per country, concentration product strategies: specialization/diversification, quality/price, innovation and technological development circuit strategies: clientele segments and development for export levels of competition (at national and international level) principal importers and market penetration policies. The demand in 2001 Belgium Main country markets for frozen part-baked bread The prospects for 2006 Main growing country markets for frozen part-baked bread /2006 The suppliers Belgium (% market 2001) Main growing frozen bread country producers /2006 Belgium (% market increment 2001/2006) (% production increment 2001/2006)

12 «8» 2.3 CONCLUSIONS AND STRATEGIC ISSUES This overview of the markets for BV, together with an analysis of all key development factors (patterns of consumption, retailing structure, the players involved, etc.) has enabled GIRA to draw up a strategic picture and forecasts for these main European markets for frozen BV products. This study has identified: the opportunities for positioning in frozen products: a better response to the demands of the consumer, and exploiting developments in new manufacturing methods the probable developments of the shape of the BV product offer at international level. The main strategic issues for the different operators in the production of frozen BV products are then outlined: optimising the offer: i.e. the products to be given priority on each market, in order to meet real demand from both consumers and retailers, e.g.: how can baguettes experience further growth in bake-off? is the croissant really unavoidable or are there alternatives in the viennoiserie segment? raw, part-baked/pre-proved BV products: who will be the winning technology in 2006? are there any opportunities for "prove-in-the-oven" BV products? knowing the main market opportunities: qualitatively (product/end-user/product/level of convenience) quantitatively: volume growth through 2006 but also knowing which countries representing a threat: which countries dominate the European trade in frozen BV products in 2001? which countries are likely to become potentially dangerous exporters in the future? winning strategies: foreseeing product and distribution circuit opportunities strategies to take account of future structural developments in the sector (concentration/internationalisation).

13 «9» 3. OBJECTIVES OF THE STUDY The main objective of this Study is to provide an overview & forecast of the principal European markets for frozen BV products. To this end, the Study has emphasized: drawing up a complete overview of the fresh Bakery and Viennoiserie markets in the countries involved: presentation of the total BV market structure of consumption structure of BV retailing providing an exhaustive description of frozen BV products: volumes and market shares of frozen goods in the BV market structure of the offer in industrial products recent development of BV frozen products and prospects over the medium term (5 years) principal operators in the frozen BV sector and market shares by product customer outlets (modern retailing, hotel and catering trade, bake-off units, craft bakers): distribution, criteria of choice of products and development of demand for each country, assessing the opportunities for development of frozen goods, by product type and circuit: identifying the sectors where the potential for development of frozen BV products is the strongest analysis and strategic positioning of the supply operators thus evaluating who will be the winners (and who the losers) in the European market for frozen BV products.

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15 «11» 4. SCOPE OF THE STUDY 4.1 PRODUCTS Finished Products Bread and viennoiserie in the form of fresh products. The following products have been covered for a complete overview of BVP consumption trends at the beginning of each country report: pre-packed products stored at ambient temperature ("long-life" products) patisserie products. Frozen bread: Semi-Finished Products raw : "ready to prove" part-baked : "ready to bake" fully baked : "thaw and serve" Frozen viennoiserie: raw : "ready to prove" pre-proved : "ready to bake" "turbo" : raw "ready to bake rapide" fully baked : "thaw and serve" Other semi-finished products: part-baked bread, fresh or packed under modified atmosphere, and patisserie products when relevant. 4.2 DISTRIBUTION CIRCUITS craft bakers : "artisan" bakers modern retailing: hypermarkets, supermarkets and small supermarkets

16 «12» bakery chains and independent bake-off units petrol stations and convenience stores catering: collective and commercial catering. 4.3 OPERATORS industrial bakeries millers importers BV wholesalers, hotel and catering & frozen goods specialists wholesalers. 4.4 GEOGRAPHICAL AREA The Study covers the following countries: Germany France United Kingdom Italy Spain Belgium the Netherlands Scandinavian Countries: Denmark, Finland, Norway and Sweden. 4.5 TIME-SCALE Present situation 2001/2002 and retrospective Quantitative and qualitative medium-term forecasts to 2006.

17 «13» 5. METHODOLOGY AND REPORTS 5.1 RESEARCH METHODOLOGY In common with all GIRA multi-client projects, we have employed a comprehensive mix of research methodologies as follows: Documentary Analysis drawing on the GIRA databases, particularly our multi-client studies conducted in the field of BVP, European retailing and the consumer analysis of specialist documentation and all available statistical and on-line sources. Field Surveys In the course of numerous multi-client and individual programmes over the last twenty years, GIRA has acquired a solid reputation in the field of BVP. Our knowledge of the functioning of the BVP supply chain, and access to key decision-makers interviews due to our very wide contact network and reputation in the sector, has enabled us to conduct efficient and targeted research. For this Study, GIRA has conducted a detailed interview programme covering the entire chain in each country, with a total of almost 200 in-depth interviews with key operators in the BV sector: professional organizations and unions industrial bakers and frozen bakery products producers millers wholesaler distributors the hypermarket and supermarket fascias and principal retail operators (bakery chains, etc.) operators in structured institutional and commercial catering.

18 «14» 5.2 REPORT STRUCTURE AND CONTENTS This research study is organised into GIRA's normal hierarchy of key conclusions and recommendations, and supporting facts, description and analysis. The Study's report is structured so as to be multi-functional for clients Presentation Global SYNTHESIS Volume COUNTRY REPORT vol s Executive summary Bakery consumption drivers Fresh bakery products supply Production methods = the demand for frozen BV products Frozen BV production dynamics What is it? DATA - DESCRIPTION - ANALYSIS - INSIGHT Who for - who can use it? INVESTORS - DIRECTORS - EXECUTIVES wide variety of uses. for a wide range of clients throughout the chain covering most of the best markets and for many different individuals within a client firm and GIRA is committed to help clients get maximum use (value) out of the analysis GIRA Strategic Research This is communicated in the form of: 1) A Tailored Presentation: half day, completely flexible geared to communicating key research findings applicable to the client's specific situation & needs 2) Global European Executive Synthesis: analysis and comparison of frozen BV developments throughout Europe, explanation of differences, forecasts, best opportunities, conclusions and strategic issues, etc. In 122 pages, the GIRA's European Synthesis represents the most informed ever "diagnosis" of the future of frozen BV markets in each of the countries studied, also including: a general quantitative and qualitative forecast of European markets for frozen BV products the keys to success for operators on these individual markets, and at European level. The structure of this volume reflects the key research findings and the best way of communicating them (using 93 tables and graphics)

19 «15» 3) Individual Major Countries Reports (D, F, GB, E, I, B, NL): forecasting frozen BV products prospects with the context of the current situation in fresh bakery products consumption and supply. Each report is structured as follows: Country Executive Summary Chapter 1: Bakery Market Structure BVP consumption patterns: fresh BVP products in the context of total bakery products consumption Consumption drivers & brakes Fresh BVP supply: retail and catering structure, fresh BVP offer Fresh BV production methods and production operators Chapter 2: The Demand for Frozen BV Products Fresh BV production methods by sector Principal criteria governing production methods Conclusion: total demand for frozen bakery products Chapter 3: The Market for Frozen BV Products Balance tables: production, consumption and trade context Trends in frozen BV products production Main outlets for frozen BV products Structure of national frozen BV production Methods of procurement of frozen BV products 4) Scandinavian Countries Reports (DK, S, N, and FI): same but lighter structure as for the main country reports. Report page-count Pages European Executive Synthesis 122 Country Reports: total 595 Germany Belgium Netherlands France Italy Spain United Kingdom Denmark Finland Norway Sweden

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21 «17» 6. SUBSCRIPTION PRICE Subscription The reports are now available for immediate despatch to clients, on signature to a standard GIRA multi-client contract. Clients have the option to purchase all or parts of the Study's reports, with the following price structure: Full report (Synthesis + 11 country reports) : EUR Synthesis only : EUR Major country report : EUR Special combinations of the above Price on application A half-day presentation is included with the full report package, with only travel costs being charged where we present on the clients' premises in Europe. Reports Clients will receive two printed copies of the final report, or one printed copy and a CD-ROM containing the constituent files of the report in Acrobat format. All reports are available in English. The report on France is also available in French.

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23 «19» 7. GIRA QUALIFICATIONS GIRA's 30 years track record of specialist research throughout the food system, and especially our 24 years in bakery, gave us very considerable advantages in undertaking this project: experience, contact and insight of the key GIRA research team members: highly experienced GIRA team members have been engaged in the project to provide a mix of geographic, sectoral, technical, and strategic analytical skills & experience required unprecedented access to the key managers and points of influence in the BVP chain use of GIRA published research reports, databanks and strategic analyses. GIRA has a very wide, very high quality client base throughout the food system. As evidence of this, we list below a selection of our bakery sector clients over the last five years, drawn from some 10 different countries. This is illustrative of the depth, breadth and internationalism not just of our client base but especially of the extent and depth of our research coverage. Just some of GIRA's Clients in the Bakery Sector Accenture At-Kearney Axa Asset Management Chequers Capital Crédit Suisse/First Boston Yamazaki-Baking European Union Transbeurop Hillsdown RHM Unigate BCS Carrefour Condifa Danone GMP Holder Puratos CSM Friesland DSM Corman Unilever Vandemoortele Intermarché Leclerc Lesaffre Nestlé Limagrains Soufflet Garbini Système U Dr Oetker Boehringer Mitsui & Co Pillsbury Sara lee Asemac Berly's Europastry Frida

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25 «21» TABLE OF CONTENTS OF THE EUROPEAN SUMMARY I. INTRODUCTION AND HIGHLIGHTS...1 I.1 OBJECTIVE... 1 I.2 SCOPE OF THE STUDY... 3 I.3 METHODOLOGY AND REPORTS... 5 I.4 EXECUTIVE HIGHLIGHTS... 7 II. BVP CONSUMPTION DYNAMICS...11 II.1 FRESH BVP CONSUMPTION OVERVIEW II.11 TOTAL BVP CONSUMPTION OVERVIEW II.12 FRESH BVP CONSUMPTION PATTERNS II.13 CONSUMPTION DRIVERS AND FORECASTS II.2 FRESH BVP SUPPLY II.21 STRUCTURE OF SUPPLY AND BVP OFFER II.22 FRESH BVP SUPPLY BY PRODUCT III. FRESH BV PRODUCTION METHODS AND FROZEN BV DEMAND...43 III.1 OVERVIEW OF THE FRESH BV PRODUCTION METHODS III.11 CRAFT BAKERS III.12 MODERN RETAILERS III.13 BAKERY CHAINS III.14 CONVENIENCE STORES III.15 CATERING SECTOR III.2 FRESH BREAD PRODUCTION METHODS AND PRODUCERS III.21 ORIGIN OF FRESH BREAD III.22 BREAD PRODUCERS III.23 DEMAND FOR FROZEN BREAD III.24 MAIN USERS OF FROZEN BREAD III.3 VIENNOISERIE PRODUCTION METHODS AND PRODUCERS III.31 ORIGIN OF FRESH VIENNOISERIE III.32 VIENNOISERIE PRODUCERS III.33 DEMAND FOR FROZEN VIENNOISERIE III.34 MAIN USERS OF FROZEN VIENNOISERIE... 75

26 «22» IV. FROZEN BV SUPPLY IV.1 FROZEN BREAD SUPPLY PER COUNTRY IV.11 PRODUCTION IV.12 TRADE DYNAMICS IV.2 FROZEN VIENNOISERIE SUPPLY PER COUNTRY IV.21 PRODUCTION IV.22 TRADE DYNAMICS IV.3 MAIN OPERATORS IV.31 STRUCTURAL ASPECTS IV.32 STRATEGIES IV.4 METHODS OF PROCUREMENT OF FROZEN BAKERY PRODUCTS IV.41 METHODS OF PROCUREMENT BY SECTOR IV.42 MAIN WHOLESALERS V. CONCLUSIONS AND STRATEGIC ISSUES V.1 MAIN MARKETS OPPORTUNITIES V.11 CONSUMER ATTITUDE TO BVP PRODUCTS V.12 OPPORTUNITIES FOR FROZEN BAKERY PRODUCTS V.13 OPPORTUNITIES FOR FROZEN BV PRODUCTS BY CIRCUITS V.2 COUNTRY OWN SUPPLY AND PROSPECTS FOR EXPORTS V.21 DEMAND VS SUPPLY FOR FROZEN BREAD V.22 DEMAND VS SUPPLY FOR FROZEN VIENNOISERIE V.3 STRATEGIC ISSUES AND FACTORS FOR SUCCESS V.31 OPTIMISING THE OFFER V.32 CHANNEL STRATEGIES

27 «23» TABLE OF CONTENTS OF A MAJOR COUNTRY REPORT (GERMANY) 1. BAKERY MARKET STRUCTURE BVP CONSUMPTION PATTERNS BREAD Consumer Markets Bread Consumption Habits Trends in Consumption Towards 2005/ VIENNOISERIE Consumer Markets Viennoiserie Consumption Habits Trends in Consumption Towards 2005/ PASTRY Consumer Markets Pastry Consumption Habits Trends in Consumption Towards 2005/ FRESH BVP SUPPLY STRUCTURE OF FRESH BVP DISTRIBIUTION Bread Viennoiserie Pastry RETAIL DISTRIBUTION Artisanal Bakers Modern Retailing Bakery Chains CATERING Structure of Catering BVP Offer FRESH BVP PRODUCTION FRESH BREAD Fresh Bread Making at the Point of Sales Fresh Bread Production Operators FRESH VIENNOISERIE Fresh Viennoiserie Making at the Point of Sales Fresh Viennoiseries Production Operators FRESH PASTRY Fresh Pastry Production Methods Fresh Pastry Production Operators INDUSTRY BACKGROUND... 37

28 «24» 2. THE DEMAND FOR FROZEN BV PRODUCTS DEMAND BY SECTOR ARTISANAL BAKERS MODERN RETAILERS BAKERY CHAINS OTHER RETAIL SECTORS CATERING INDUSTRIALS CONCLUSION: TOTAL DEMAND FOR FROZEN BAKERY PRODUCTS FROZEN BREAD FROZEN VIENNOISERIE FROZEN PASTRY THE MARKET FOR FROZEN BV PRODUCTS OVERVIEW OF THE FROZEN BREAD MARKET DEMAND VS SUPPLY Bake-Off Supply Trends in Frozen Bread Production MAIN OUTLETS FOR FROZEN BREAD OVERVIEW OF THE FROZEN VIENNOISERIE MARKET DEMAND VS SUPPLY Bake-Off Supply Trends in Frozen Viennoiserie Production MAIN OUTLETS FOR FROZEN VIENNOISERIE IN OVERVIEW OF THE FROZEN PASTRY MARKET STRUCTURE OF NATIONAL FROZEN BAKERY PRODUCTS PRODUCTION MAIN NATIONAL OPERATORS SHORT PROFILES OF MAIN SUPPLIERS METHOD OF PROCUREMENT OF FROZEN BAKERY PRODUCTS PROCUREMENT BY ARTISANAL BAKERS PROCUREMENT BY MODERN RETAILERS PROCUREMENT BY BAKERY CHAINS PROCUREMENT BY CATERERS PROFILES OF MAIN FROZEN BAKERY PRODUCTS WHOLESALERS AND/OR IMPORTERS