“Do Bakery Baltic “, which represents the company SIA” Fazer Latvija “in Latvia, as well as the bread brands” Fazer “and” Druva “, will start working today with a new manager – Anne Mere.
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She replaces the previous manager Klāvs Bērziņš, who previously managed the company for three years.
Mere has 20 years of experience in the field of fast moving goods (FMCG). Prior to joining Fazer, Mere held various senior positions in the Nordic food company. “HKScan“, which in Latvia represents such brands as”Riga Butcher“and” Rakvere “, he managed the company’s business in the Baltics for the last five years. Mere’s previous work experience is related to business management, improving operational competencies, implementing brand strategies, as well as promoting retail business development in various markets.
“I am pleased to have the opportunity to contribute to the development of Fazer Bakery Baltic in the Baltic States. I have worked in the food industry for most of my career. For 18 years my focus has been on poultry and pork production, processing and sales in the Baltics. that my experience and existing knowledge will promote the development and growth of the Fazer brand and strengthen the company’s position in the market, “says Mere.
The new manager joined the company at a time when the bread market as a whole is in decline – in the first half of this year, compared to the same period last year, it decreased by 4% in Latvia. its market share in Latvia up to 21%, thus becoming the second largest player in the bakery market. *
One of the most significant challenges that the bakery industry will face in the future is the changing habits of buyers, the company predicts. There is an increasing tendency for people to switch from daily shopping to less frequent but more extensive weekly shopping. More and more people are choosing the most convenient way of shopping, as evidenced by statistics – the share of shoppers who make large weekly purchases has increased from 41% in 2019 to 60% this year. ** This trend is forcing bakers to adapt to new shopping habits and look for new ways to offer bakery products in larger packages and with longer shelf life.
The online shopping industry has also changed, with 41% of the population choosing this as the most convenient way to buy food at least once a month, so it is especially important to pay attention to a successful digital marketing strategy that would also reach shoppers in the virtual environment. **
Finally, the popularity of traditional bread continues to decline, with demand for rye and loaf bread falling by 11%. On the other hand, modern wheat bread formats such as toast, portion bread, flatbread format bread, demand has increased by 19%, opening up new opportunities for product development and attracting new bread consumers.