Südback Stuttgart: Meet the baker and confectioner Helferlein

Südback, one of the largest trade fairs for the bakery and confectionery trade in Europe, will be taking place on the grounds of the Stuttgart State Exhibition Center from October 26 to 29, 2024. It is primarily a B2B trade fair aimed at companies active in this industry. Visitors get a fascinating insight into what goes on behind the scenes.

According to official information, more than 560 exhibitors from many countries around the world are represented. Around 35.000 trade visitors are expected. With over 60.000 square meters of exhibition space, the trade fair offers a diverse selection of machines, raw materials and, above all, delicious baked goods and sweet creations that celebrate craftsmanship and set new standards.

Many suppliers of finished goods present

A central part of the fair are the baked goods and pastries on display. In the Bakers and Confectioners Trend Forum, experts demonstrate the craft live, show artisanal finesse and innovative techniques that form the basis for masterpieces such as modern types of bread, artistic cakes and creative fine baked goods. Visitors can not only learn about the latest baking processes and techniques, but also taste traditional and new products from the region and from international companies. Products such as rye bread, gluten-free baked goods, but also special creations such as croissants in atypical flavors or new fillings in traditional pastries receive special attention.

In this context, one fact is particularly striking: suppliers of convenience goods are represented in large numbers at Südback. It doesn't matter whether it's frozen bread, rolls, cakes and tarts or baking mixes. Everything is represented. Even sandwiches that can be bought ready-made as frozen goods can be seen and, depending on the exhibitor, can also be tasted on request. In direct comparison, there are only a small number of traditional milling companies on site. In theory, it would be possible to buy a bakery shop at the trade fair without any prior knowledge. Whether it's a mobile sales van or a furnished shop - you'll probably have to find the property yourself - everything seems feasible - at least in theory. The guilds that are also represented are bucking this trend and stressing the high importance of the baking and confectionery trade.

Of course, there are a huge number of traditional companies that produce the best products themselves, but there is also clearly a large market for ready-made products and "baking aids". This is quite problematic for end customers, because it is not really clear at first glance or bite whether, for example, a pretzel was made entirely in the company's bakery or whether it was delivered as a frozen product and simply warmed up.

From the kneading machine to the oven and shop fitting

Regardless of this, this trade fair was of course not just about convenience products, but also about work equipment such as ovens, kneading machines and the like. Many exhibitors presented these live. Trends for new sandwiches, pizza and many other delicious dishes and snacks were also presented and often these could be sampled on the spot. The same applies to the drinks industry, which was represented by fruit juice and lemonade manufacturers, for example, but also tea and coffee retailers. In other words, everything that bakers and confectioners offer. The German wholesaler Bäko was particularly present, which is not surprising as it is one of the largest suppliers to bakeries and confectioners in Germany and Austria.

The area of ​​shopfitting, which plays a very important role because bakeries and confectioneries are in fierce competition with supermarkets and discounters, is omnipresent at this trade fair. Various mockups of bakeries that look "deceptively real" are on display. These are real furnishings, but you should already have a property or an existing business before ordering.

The supposed by-products are also interesting, because there is a huge amount to see and taste in the areas of sausage and cheese as well as chocolate, for example. Local exhibitors dominate here, but there are also – for example – Italian or Polish suppliers on site. The specialties on the sandwiches have to come from somewhere, and the purpose of B2B trade fairs has always been to make new contacts and, ideally, to land orders on the spot.

Exciting insight into the industry

Südback, currently taking place at the Stuttgart State Fair opposite Stuttgart-Echterdingen Airport, offers visitors a very impressive insight into the world of bakers and confectioners. In terms of culinary delights, there is pretty much everything to try, from ice cream to drinks, pizza, sandwiches, salads and more. No one will leave this fair hungry.

The fact that there is a large range of ready-made products and baking aids in this industry has always been an open secret that people don't like to talk about. Visitors to Südback will be able to see this for themselves, because it would be entirely possible to open your own shop with a few good ovens and sell only frozen goods. It is possible and there are already such businesses on the market.

It is not difficult to guess that drinks with a company logo on them are most likely not made by the company itself, but rather by an airline, for example. At this trade fair, participants also have the opportunity to come into direct contact with white label producers and taste their products. Contract bottling is nothing new, although a distinction must be made between products already developed by the contractor and complete contract bottling according to the customer's recipe.

All in all, a visit to Südback Stuttgart is worthwhile for people who are interested in everything to do with baked goods, pastries, ice cream, coffee, tea and the like. The next edition has been announced by the Landesmesse Stuttgart for 2026, so those interested should take advantage of the opportunity by October 29, 2024. As already mentioned: Nobody will leave this trade fair hungry or thirsty, the industry has so many samples in store that you should plan your stomach capacity carefully if you want to visit all the exhibition halls...

Another critical point is that very few options were shown for people who, for example, suffer from a wheat intolerance. Most of the people referred to spelt or rye flour, but only a few had alternatives such as rice, peas or lentils on site. It was said behind closed doors that this was a small market. A supposedly small market, because the entire industry has now realized that good money can be made with the word "vegan", for example. This was obvious at Südback.

Overall, Südback is a must for anyone interested in current and future developments in the bakery and confectionery industry. Experts meet here to exchange ideas, continue their training and find inspiration for their own work.