The traditional galette des rois, enjoyed during the Epiphany, is experiencing notable price increases this year due to rising ingredient costs. This beloved pastry, which plays a central role in French culture and celebration, has seen prices impacted by the inflation of key ingredients like butter and flour.
According to 20 Minutes, significant price spikes began several years ago, with the cost of wheat increasing by 41% and energy costs shooting up over 70% for smaller businesses. More recently, butter prices have surged nearly 40%. The combined effects of these increases present challenges for bakeries as they prepare their galettes for the festive occasion.
Enzo Maillet, a young baker from Marseille, conveyed the situation succinctly, explaining, "We decided to raise the price of individual portions this year." Currently, the standard prices for portions—17 euros for four pieces, 23 euros for six, and 32 euros for eight—remain unchanged. Yet, the baker noted, "It’s difficult to attribute changes since we’ve only seen inflation since 2022 and 2023. Everything has increased, especially baguettes and pastries by about 10% cumulatively."
A significant jump has occurred with butter prices rising from 12.41 euros per kilogram last year to 16.33 euros currently. For Maillet's establishment, this equates to approximately 3,000 euros more annually, as they purchase around 800 kilograms of butter. This cost addition affects profit margins, particularly during the festive period, wherein butter-rich pastries can influence up to 15% of annual revenue.
The average consumer may not notice the price hikes for traditional galettes as prominently since they only purchase them once yearly. Maillet believes customers are less reactive, stating, "The galette is seen as a special occasion item, so customers don’t have the same awareness of price increases as they do with daily essentials."
Agnès, a customer grocery shopping nearby, echoed this sentiment, noting, "Like many things, prices are rising. But the brioche des rois isn’t something I buy every day." Nevertheless, observations from bakery staff reveal heightened awareness among customers about the prices displayed for galettes, particularly as these prices can differ greatly from one bakery to another or between artisanal products and those found at supermarkets.
Paul Boivin, director of the French Bakery and Pastry Federation (FEB), highlighted these disparities, explaining, "Prices can vary widely between 4 and 12 euros at grocery stores, and 17 to 30 euros at artisanal bakeries." Last year, the average price for six-part galettes saw increases of up to three euros at supermarkets, one euro regionally, and two euros higher in Paris.
While some bakeries retain steadfast traditional recipes, others are adjusting to retain customer interest. A competition held inclusive of artisanal bakeries across Brussels recognized the importance of maintaining quality and sustainability. For example, the winning bakery, Boulengier, emphasized sourcing high-quality, organic ingredients. Owner Marc Paeps shared his excitement, stating, "We are proud and happy to receive this recognition for our craft and sustainability efforts."
Not to be undone, bakers continue attracting customers through creative innovations. Local bakeries are filling their galettes with diverse flavors, selecting ingredients with care to balance quality and price. These adaptations are necessary as the public consciousness continues to evolve around health, sourcing, and taste.
Many passionate bakers look to use quality ingredients, with some emphasizing the trend toward organic and local sourcing to appeal to health-conscious consumers. Noémie De Clercq, founder of Mingle, voiced her commitment to higher standards within the industry, stating, "There are many expensive galettes made with low-quality products. I aim to show it is possible to be artisanal, sustainable, and delicious."
Despite increases throughout supply chains and ingredient prices, the tradition of enjoying galette des rois remains steadfast. Bakeries across regions actively promote special selections, some featuring creative combinations like chocolate and gianduja, appealing to modern palates and preferences.
Although the economy is driving up prices, the integral value of experiencing such traditions remains, unaltered. Even as prices rise, families and individuals continue to engage with the beloved custom, celebrating the Epiphany with hope for luck and prosperity.
Indeed, bakers across France remain resilient, actively fostering community relationships through participation and engagement—ensuring this annual celebration retains its spirit. While this year’s galettes may carry higher price tags, the enjoyment and togetherness they represent forge stronger connections among people.
And so the tradition of cheering over galette des rois carries on, as bakeries work tirelessly to create the pastries people look forward to year after year. The challenge remains how to adapt to changes without compromising quality or pushing consumers away. The galette des rois will always have its place during Epiphany, price adjustments notwithstanding, as those who partake savor the moment with every bite.