Being represented by bread, cakes and pastries, baked goods is saturated in Azerbaijan; however, traditionally the most used baked goods product remains bread. With it being considered an essential food, during the review period the government gave tax-free opportunities and state subsidisation to bread producers.
Over the review period, modern grocery retailers significantly grew in Azerbaijan, taking value share from traditional grocery retailers, such as independent small grocers and other grocery retailers. The significant upsurge of modern grocery retailers, mainly supermarkets, hypermarkets, convenience stores and discounters, is driven by the rising number of such outlets as well as changing shopping habits among local consumers.
As the most used baked goods product remains bread, artisanal unpackaged formats, leading in bread offerings, continue to comprise the majority of baked goods. Over the review period, the government applied stricter quality control on bread manufacturing and sales, supporting the growth of packaged bread in the country.
Baked goods was characterised by the rapid growth of packaged offerings during the review period; however, artisanal unpackaged products remained the leading source of sales during 2018, due to the wider availability of these products through traditional grocery retailers, which as a channel accounts for the majority of the category.
During the review period, national brands continued to dominate baked goods brand sales, outpacing international baked products due to being affordable and due to concerns among consumers about the freshness of imported brands, which have a longer time in transition, and their non-organic and unnatural ingredients. Also, local brands have a wider distribution due to better relationships between local suppliers and distribution channels, both traditional grocery retailers and modern grocery retailers.
During 2018, local manufacturer of packaged bread Gilan Xezri TN MMC reglistered the highest value share increase, owing to the wide distribution of Corek N1 in Azerbaijan. Rising consumer-consciousness about hygiene made packaged formats more popular over the review period, and the largest local companies, producing packaged bread, benefited from this situation, gaining ground in baked goods.
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This industry report originates from Passport, our Packaged Food market research database.