BBM Magazine 104 - September/Eylül 2026

BBM • SEPTEMBER - EYLÜL 2026 78 Son dönemde ise sektör özellikle tam tahıllı ekmeği ye- niden gündemin merkezine taşıyor. Nederlands Bakkerij Centrum, tam tahıllı ürünleri tüketici iletişiminde önemli bir araç olarak kullanırken Hollanda Beslenme Merkezi Voe- dingscentrum da sağlıklı beslenmede tam tahıllı ürünlerin önemini vurguluyor. 2024 yılında ekmek satış hacminde hafif bir gerile- me görülmesine rağmen tablo 2025’te yeniden pozitife döndü. NBC’nin Mart 2026’da açıkladığı verilere göre Hollanda’da toplam ekmek satış hacmi 2025 yılında yüz- de 3,7 arttı. Bu gelişme, yıllardır tüketim kaybıyla mücadele eden sektör açısından önemli bir toparlanma sinyali olarak değerlendiriliyor. Beyaz ekmekten tam tahıla Hollanda ekmek pazarındaki en belirgin dönüşümlerden biri tam tahıllı ve besleyici ürünlere doğru yaşanıyor. Tarihsel olarak beyaz ekmek Hollanda’da da refah ve yük- sek sosyal statünün göstergelerinden biri olarak görülürken, zaman içinde sağlık algısının değişmesiyle esmer ve tam ta- hıllı ekmekler çok daha güçlü bir konuma ulaştı. Hollanda ekmek kültürü aynı zamanda dışarıdan gelen ürünleri hızla kendi damak tadına uyarlamasıyla dikkat çekiyor. Fransız bageti, İtalyan ciabattası ve farklı ekşi mayalı ekmek çeşitleri bugün ülkenin fırınlarında yaygın biçimde bulunuyor. Hatta Fransız kökenli bagetin Hollanda pazarında kahverengi/es- ceptions of bread contributed to this decline. Following pro- motional campaigns carried out by the industry, consumption began to recover, reaching 50.1 kilograms in 2019. More recently, the industry has placed wholegrain bread back at the centre of the agenda. Nederlands Bakkerij Cen- trum uses wholegrain products as an important element in con- sumer communication, while the Netherlands Nutrition Centre, Voedingscentrum, also emphasises the importance of who- legrain products in a healthy diet. Although bread sales volumes recorded a slight decline in 2024, the picture turned positive again in 2025. According to data released by NBC in March 2026, total bread sales volumes in the Netherlands increased by 3.7% in 2025. This develop- ment is regarded as an important sign of recovery for an industry that has been struggling with declining consumption for years. From white bread to wholegrain One of the most notable transformations in the Dutch bread market is the shift towards wholegrain and more nutri- tious products. Historically, white bread was also regarded in the Nether- lands as a symbol of prosperity and higher social status. Over time, however, changing perceptions of health have given brown and wholegrain breads a much stronger position. Dutch bread culture is also notable for its ability to quickly adapt prod- ucts from other countries to local tastes. French baguettes, Ital- ian ciabatta and various types of sourdough bread are now widely available in Dutch bakeries. The development of brown versions of the French-origin baguette for the Dutch market is a striking example of this localisation. During special occasions, the Netherlands’ traditional bakery culture becomes even more visible. Kerststol, an indispensable part of the Christmas season, represents a centuries-old tradi- tion with its rich composition of raisins and almond paste. A strong exporter of bread and bakery products The strength of the Dutch bakery industry is not limited to the domestic market. The country is one of Europe’s important pro- duction and distribution centres for bakery products. As the HS 1905 category includes bread, pastry products, cakes, biscuits and other bakery products, it should not be in- terpreted solely as “bread exports”. Nevertheless, foreign trade data show that the Netherlands conducts trade worth billions of dollars in this broad category. In 2023, Dutch exports under HS 1905 amounted to approximately $3.02 billion. Behind this strong performance are not only the country’s geographical location but also its modern industrial bakery fa- cilities, chilled and frozen product logistics, well-developed re- SPECIAL COVER • ÖZEL DOSYA