- Baking Europe
- 3 days ago
- 3 min read
Next week marks a key moment in the European baking calendar — not just another trade show, but a signal that our industry is evolving. From 18–21 January 2026, SIRHA Bake & Snack will take over Paris Porte de Versailles in what’s shaping up to be a pivotal edition of the show formerly known as Sirha Europain.
This isn’t a cosmetic name change. Behind it lies a broader vision of what bakery means in 2026: bread, pastry, snacking, coffee culture and food-service all under one roof, framed by the global reach of the broader SIRHA Food ecosystem.
What’s at Stake This January
If you’re trading in flour, ovens, fillings, retailers’ shelves or shopfront concepts, SIRHA Bake & Snack is no longer just a stand-alone bakery fair. It’s positioned as part of a larger narrative about how food experiences are changing. SIRHA Food’s mission, as the umbrella organisation, is to help professionals understand and lead food service trends, not merely react to them.
The scale of this positioning becomes clear when you explore the breadth of events under the SIRHA umbrella, From Bocuse d’Or to Mediterranean and Arabia editions, all aimed at forging connections across hospitality and food service worlds.
So What Makes This Edition Different?
For 2026, SIRHA Bake & Snack is about bread and beyond:
It still celebrates the core skills of bread-making and pastry craft, rooted in tradition and daily consumption.
But it now explicitly embraces snacking, coffee culture and food-service innovation as part of the same continuum.
The event is envisioned as an international hub where artisans, suppliers, innovators and decision-makers converge.
The renaming and repositioning reflect a simple truth: bakery businesses today don’t just sell dough and loaves. They are part of an ecosystem where coffee, quick-service snacks and all-day food offerings are critical revenue streams that intersect with traditional bakery products.
What Should You Be Thinking About (If You Haven’t Already)?
1. Trends are crossing boundaries Bread alone doesn’t define consumer behaviour anymore. Snacking and on-the-go formats occupy significant real-world spending; cafés and quick-service outlets demand integration of bakery products in innovative ways. SIRHA Bake & Snack recognises this by weaving these elements into the fabric of the show.
2. Paris is intentional Keeping the event in Paris positions it between long-standing European baking heritage and the forces shaping the future of food service. The city remains a global stage for culinary influence and this show taps into that energy.
3. Opportunity isn’t just about stands and showcases For visitors, a key question isn’t what’s on display? but what conversations are you ready to have? The show aims to be a catalyst for partnerships, strategic thinking and idea exchange — whether that’s around product development, equipment investment, retail design or customer experience.
The Big Question for Your Business
So as the calendar turns to mid-January: are you ready for SIRHA next week? Not just in terms of travel plans or badges, but in terms of strategy and perspective.
This show signals a broader shift: bakery isn’t an island anymore. It’s converging with adjacent worlds of food service, convenience eating and experience-driven purchases. Whether you see this as a threat, an opportunity, or both, is up to you — but the industry spotlight will certainly be on Paris.
Final Thought
SIRHA Bake & Snack isn’t just another event on the calendar. In a time when consumer behaviour keeps evolving and business models must keep up, it’s fast becoming a touchstone for where bakery is headed next. The question for every professional isn’t only will you be there? but will you be ready to absorb, adapt and act?
