While the drop in volume sales was partly linked to Austrians spending more time away from the home and the impact of Russia’s war in Ukraine, baked goods is expected to continue struggling in retail volume terms over the forecast period, in part due to the saturation of the market. Even before the pandemic, volume sales of baked goods had already started to decline and as the new normal sets in, consumption is likely to continue declining.
The growing focus on sustainability was already influencing the demand for baked goods in 2022, and this pattern is likely to become important in the coming years. Consumers are increasingly demanding responsible sourcing of ingredients and are looking for baked goods that not only use more sustainable ingredients but which are also more transparent about where the ingredients come from and the manufacturing process.
The distribution of baked goods, particularly bread and pastries, is still largely confined to physical stores – especially supermarkets and food/drink/tobacco specialists. Retail e-commerce penetration is thus relatively low with consumers concerned about product freshness.
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This is the aggregation of bread, pastries, dessert mixes, frozen baked goods and cakes. Note: Baked goods from in-store bakeries are classified under unpackaged/artisanal, not packaged/industrial. While they may be finished on-site, they are often prepared, then frozen or par-baked, at other locations. Such production models are very important for supermarket in-store bakeries, which have in the past been used to drive traffic and fill stores with appetising aromas, but for which the labour resources required to run a full-service scratch bakery are not always available.See All of Our Definitions
This report originates from Passport, our Baked Goods research and analysis database.
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