Sirha Bake & Snack · 2028

Agoris analysis · updated June 2026

Key takeaways

• 27th edition of Sirha Bake & Snack: 16 to 19 January 2028 at Paris Expo Porte de Versailles, a biennial trade show held in even years to complement Sirha Lyon (odd years).
• Major rebranding in 2026: the long-established Europain (created in the 1970s) officially becomes Sirha Bake & Snack. The europain.com site now redirects to sirha-bakeandsnack.com. The repositioning embraces the rise of snacking alongside bakery and patisserie.
• 2026 edition results (26th edition, 18-21 January 2026, Hall 1): 35,500 visitors (+11% vs Europain 2024), 534 exhibitors, 15% international attendance (Belgian, Dutch, Italian, Spanish, American).
• 3 historic professional pillars (bakery, patisserie, snacking) reinforced in 2026 by a new Coffee Hub (an extension of the snacking scope) and a Start-Up Hub.
• Organiser: GL Events and Ekip, now combined within a new company (2026 merger). Umbrella brand Sirha Food.

Who exhibits

Typical profile

The offering is structured around the 3 historic pillars expanded in 2026. Ingredients and yeasts: Lesaffre, Puratos, Episens (Soufflet/InVivo group), Bleu-Blanc-Coeur. Equipment and ovens: Pavailler (deck ovens and rotary ovens), VMI (kneaders and mixers). Snacking and take-away packaging, chocolate / patisserie / ice cream (Valrhona leading), training (CFA, INBP, private schools). The 2026 Coffee Hub opened the trade show to roasters, machine manufacturers and players in the coffee shop economy.

Notable exhibitors

Lesaffre provides strong long-standing support, notably through the Bakery World Cup (the SAF Lesaffre brand is the official partner). Confirmed presence in 2026 of Puratos, Valrhona, Episens, Pavailler, VMI, as well as a renewed Start-Up Hub that curates the sector's young B2B ventures. Up-to-date exhibitor list on sirha-bakeandsnack.com.

Quality of attendance

• 35,500 professional visitors in 2026 (+11% vs Europain 2024), 15% international and mostly European (Belgium, Netherlands, Italy, Spain) with a notable American contingent.
• Decision-maker profiles: independent bakers-patissiers, bakery and snacking chains, hospitality and catering F&B managers, industrial bakery retail buyers, trainers and schools, coffee shop concept creators.
• Free online pre-registration, paid badge on site (~€40 to €60 indicative).

Activities and community

Bakery World Cup

An iconic event of the trade show. 13th edition held on 20 and 21 January 2026 with the official support of SAF Lesaffre, organised by the Confédération Nationale de la Boulangerie-Pâtisserie Française. 2026 podium: South Korea gold medal, Taipei silver medal, France bronze medal. Asia secures its 5th win in the last 6 editions, a strong signal of the sector's professionalisation in the APAC region. The Coupe de France des Écoles takes place in parallel, training the next generation on the same technical stages.

The three main stages

• Bakery Stage: demonstrations of bakery processes and methods (fermentation, breadmaking, deck vs rotary ovens, sourdoughs).
• Sweet Stage: high-end patisserie workshops, conferences and round tables.
• Snack Food Stage: sweet and savoury fast food trends, on-the-go formats, food concepts.

Several cross-cutting hubs round out the line-up (Coffee Hub, Start-Up Hub, packaging and take-away areas).

Competitions and awards

• Sirha Bake & Snack Awards 2026: innovation prizes awarded to exhibitors, the first edition under the new brand.
• Pépites de la Boulangerie: a competition spotlighting artisans.
• Trophée International de la Pâtisserie Française: a benchmark competition on the patisserie stage.

Conferences

A programme structured around Snacking Trends 2026-2030: plant-based transition, naturalness, responsible snacking, average ticket and margins, AI and bakery automation. The round tables bring in the sector's economic players (12 million consumers/day, €15.1 billion ecosystem, average ticket €6.33 in 2025, i.e. +7%).

On site: what you need to know

Access, parking and accommodation: see the Paris Expo Porte de Versailles page.

Specific to the trade show:

• 2028 dates: Sunday 16 to Wednesday 19 January.
• Opening hours (2026 reference): 10am - 7pm on Sunday, Monday and Tuesday, 10am - 6pm on Wednesday (early close).
• Visitor badge: free online pre-registration on sirha-bakeandsnack.com, e-invitations distributed by exhibitors, direct registration also open. On-site rate ~€40 to €60 (indicative).
• Cloakroom: €2 per item.

How much it costs to exhibit

Exhibitor rates not published to date. Quote on request from the organiser (GL Events and Ekip combined, umbrella brand Sirha Food) via the exhibitor form on sirha-bakeandsnack.com. Several packages traditionally exist: bare stand (floor space rental only), fitted stand (carpet, partitions, lighting), turnkey packaged stand, and dedicated offers for young brands via the Start-Up Hub. Positioning by pillar (bakery, patisserie, snacking, coffee) influences the location zone and the rate per sqm. Figures not publicly available to date.

Preparing your visit

For the exhibitor

• 18 months out: contact the organiser, choose a pillar (bakery, patisserie, snacking, coffee) and estimate floor space.
• 12 months out: apply for the Sirha Bake & Snack Awards (a lever for press visibility and a podium spot).
• 9 months out: finalise the stand according to the chosen package, brief the contractor, plan equipment logistics (ovens, kneaders, refrigerated display cabinets).
• 6 months out: prepare live demonstrations on the Bakery Stage, Sweet Stage or Snack Food Stage (well-attended technical stages).
• 3 months out: team accreditation, pre-scheduled visit plan, activation of international distributor networks (15% of attendance from outside France).

For the decision-maker visitor

• Free online pre-registration is mandatory to avoid on-site ticketing.
• Allow at least 2 days to cover Hall 1, the three main stages and the cross-cutting hubs.
• 20 and 21 January 2026 concentrated the Bakery World Cup: for the 2028 edition, aim for the finals days to capture the media coverage and the densest footfall.
• Coffee Hub: a high-potential novelty for coffee shop buyers, hospitality and premium fast food.

Policy and CSR initiatives

The 2026 edition rolled out the Sirha Collect programme, a food-waste prevention scheme in partnership with specialist associations: repurposing of unsold goods on stands, circular economy applied to scenographies, end-to-end support for exhibitors on sustainability. The 2026-2030 conference programme explicitly includes plant-based transition, naturalness and responsible snacking as structural themes. No ISO 20121 certification specific to the trade show is mentioned to date.

How the trade show has evolved

Trajectory analysis

The long-established Europain trade show, born in the 1970s, is undergoing in 2026 its deepest repositioning since the tie-up with Sirha Food (1st Sirha Europain edition in March 2022, following the acquisition by GL Events Exhibitions). The official Sirha Bake & Snack rebrand marks an editorial repositioning: the Sirha umbrella brand asserts itself, snacking steps out of the shadow of bakery to become a fully fledged pillar, and the arrival of a Coffee Hub further broadens the scope. The 2026 merger between GL Events and Ekip within a new company consolidates the leadership. On the figures, the momentum is clear: +11% visitors vs Europain 2024 (35,500 visitors), 534 exhibitors and international attendance stabilised at 15%. The even-year biennial format remains the strategic axis of complementarity with Sirha Lyon (odd years): the two events reinforce each other rather than cannibalise. The 2028 edition has a brand effect to confirm: turning the 2026 rebrand into lasting growth, in an accelerating snacking market (€15.1bn, average ticket +7% in 2025).

Unless otherwise stated, all factual data in this listing comes from the organiser's official website (sirha-bakeandsnack.com).