Baked Goods in Bosnia-Herzegovina

PROSPECTS

Bread dominates baked goods

The high maturity of dominant formats in baked goods, primarily bread, was the main reason for the decline in overall volume sales in this area at the end of the review period. Less mature formats like cakes and pastries are still not large enough to offset volume declines in bread, but are increasingly helping to boost value sales considering higher average prices in cakes and pastries.

Retailers at forefront of shift to packaged baked goods

Packaged leavened bread posted the highest value growth within baked goods in Bosnia-Herzegovina during 2018. Soaring growth within packaged leavened bread is being fuelled by the desire of retailers to optimise baked goods sales, which have traditionally caused a lot of issues with stock management, product quality and salesperson requirements.

Bake shop chains drive growth in baked goods

Cakes and pastries recorded solid growth at the end of the review period, boosted primarily by the expansion of bakery chains like Manja, Zitopeka and Mlinar, which are presenting consumers with an expanded range of pastries and cakes, while continuing to improve product availability by opening new shops across the country. Consumers increasingly turn to these bake shops for superior product freshness and variety, as well as convenient on-the-go baked goods formats.

COMPETITIVE LANDSCAPE

Traditional preference for artisanal products

Unbranded artisanal baked goods dominated this area in Bosnia-Herzegovina at the end of the review period. Packaged baked goods only started to penetrate the area over the past two decades.

Bake shop chains reinvent marketing for baked goods

The companies which gained the most new sales share in baked goods during 2018 were those focusing on building their own specialised bakery retail chains such as Krajina Klas and SP Žitopeka. These players manufacture frozen doughs centrally, then distribute products to their retail outlets, where baking is finalised.

Domestic players dominate sales

Baked goods in Bosnia-Herzegovina is dominated by domestic players. Unlike other packaged foods, baked goods have a significantly shorter shelf life, which makes it harder to import them, with the exception of non-artisanal packaged varieties.

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