The French breakfast: a cultural ritual and a business opportunity to awaken
The French breakfast: a cultural ritual and a business opportunity to awaken
Jan 21, 2026
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2:00 PM - 2:45 PM
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Scène Forum
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Round table
With its tartines and pastries, breakfast has long been a key moment for artisan bakers. While more than half of French people still eat this meal daily or regularly, bread and croissants now face competition from alternatives like cereal, seen as more convenient. Can the trend be reversed, and can younger generations be won back to the French-style breakfast? What levers can be activated — and what strengths highlighted — to boost consumption around this key moment of the day, both in shops and at home?
