Bakery is in great turmoil. The focus on gourmet cuisine generates a growing demand for artisan breads with ancient grains, niche cereals, sourdough and long leavening. In parallel, the rise of industrial bread in daily consumption leads consumers to prefer special recipes when buying fresh bread.

Meanwhile, the pastry industry finds a new life in hybridisation (e.g. with the coffee world): in Italy, only 13 percent of pastry shops are classic vertical shops (data by GP Studios) today, while the rest are hybrid formats.

In such a dynamic scenario, there is a growing demand among supply chain players for a European-level reference event in Italy: Host 2025, at fieramilano in Milan-Rho from 17 to 21 October 2025, responds with the revamped MIPPP - Milano Pane Pizza Pasta, bringing together Italian excellence and foreign players with a wider audience of operators, from global buyers to artisans from the Italian regions.

The ace up the sleeve of the renewed bakery technology fair will be the agreement with Consorzio SIPAN, whose members include leading Italian companies in systems and technologies for this sector.

“The agreement between HostMilano and SIPAN is a great opportunity for the entire sector, and with this in mind we are developing new technologies for both pastry and bakery. In terms of sustainability, all our machines are compatible with the Transition 5.0 Plan, which encourages energy efficiency through the purchase of innovative machinery and software,” comments Fabio Zanrosso, CEO of Easymac.

Therefore, sustainability goes hand in hand with digitisation: “The most significant innovations concern digitisation, such as the possibility of managing production cycles remotely. MIPPP will create a unique showcase to observe these trends in both bakery and pastry. From a commercial standpoint, our presence at HostMilano will mainly look at foreign markets,” adds Marco Girardello, CEO and Sales Manager of Giotec.

“In Italy as well as abroad, we have seen a growing success of high-hydration and long-rising doughs in recent years, from pinsa to panettone. As a group covering machinery, refrigeration and baking, we offer equipment to process these doughs while preserving their artisanal quality. At MIPPP we will look to Italian artisans, but also to Northern Europe, Germany, Spain, and the Anglo-Saxon countries," concludes Nicola Saggioro from Turri.

At Host 2025, innovation and consumer trends also await operators in the events programme.