In 2022, packaged flat bread witnessed the strongest value growth as consumers sought out products with a view to healthier eating and achieving a slimmer figure. Estonians sought to consume lower-fat foods so as not to gain excess weight with more consumers opting for packaged flat bread, which is perceived by many as a lower calorie option of an essential food item.
Frozen baked goods is the second fastest growing subcategory, which is connected to its affordability and the ease of cooking these products at home. Moreover, these products have a long shelf life which is convenient for people who work from home.
Eesti Pagar AS leads baked goods in 2022 as it is the largest baking manufacturing in Estonia working across all the country regions. The company produces packaged leavened bread, packaged cakes, packaged pastries, and frozen baked goods.
Frozen cakes, sweet pies and tarts will show the fastest volume growth over the forecast period as product development brings new tastes and easy to prepare formats. Such frozen baked products are highly appealing to those who are time compromised since they do not need to be defrosted before cooking and can typically be cooked within 30-60 minutes.
Packaged flat bread is expected to witness the second-fastest volume growth and the fastest value growth over the forecast period. The health and wellness trend will continue to draw consumers towards healthier baked goods including packaged flat bread which is perceived by many as a lower calorie bread option.
Frozen baked goods is expected to retain its high-ranking position in the category throughout the forecast period. These are easy to store, simple to prepare and an affordable option among Estonians.
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Understand the latest market trends and future growth opportunities for the Baked Goods industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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