Frozen baked goods has been one of the only categories within baked goods to see sustained retail volume growth throughout the pandemic and into 2022 and this positive performance is set continue over the forecast period. The category is seen to have solid growth opportunities with people appreciating the ability to conveniently prepare warm bread and pastries without having to cook them from scratch.
Local and seasonal ingredients are in high demand from Danish consumers with this trend being boosted by new product development from popular local brands. For example, KonditorBager focuses on baked goods made from local apples in the autumn, while Pågen launched a new line of rustic, artisan bread with local ingredients at the end of the review period.
Flat bread remains a relatively small category in Denmark, but it should nonetheless benefit from the growing demand for Mexican/Tex-Mex, Middle Eastern, and Asian dishes and the desire to prepare some street food/fast food dishes at home using products such as pitta, tortilla, and naan. However, the popularity of white bread may begin to wane during the forecast period, as heightened local consumer interest in health and wellness is likely to drive interest in healthier varieties.
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Baked Goods
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 DefinitionsThis report originates from Passport, our Baked Goods research and analysis database.
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