Bakery industry focuses on digitalization and youth recruitment

The bakery and confectionery sectors are focusing on digital transformation and workforce development. At the Südback 2026 Trend Forum, industry experts are highlighting the integration of digitalization and artificial intelligence. Key topics include using data for business decisions, such as receipt data and inventory management, as well as strategic product development and sales psychology.

In parallel, recruitment efforts are being intensified to secure future talent. The SBC youth campaign, running from August to September, targeted prospective apprentices for 2028. The campaign utilized social media platforms like TikTok, YouTube, and Meta to reach millions of people, achieving high engagement rates and record website traffic to promote careers in bakery, confectionery, and retail.