The forecast period is expected to see a divergence of the performances between packaged and unpackaged products across the various baked goods categories. Unpackaged formats are likely to perform better in volume terms in leavened bread and pastries.
One of the fastest growing trends influencing the development and consumption of baked goods is the increasing search for gluten free products. It should be noted that relatively few Estonians are gluten intolerant and for many the desire to avoid gluten is linked to the hype surrounding gluten free packaged food or a perhaps misguided belief that gluten is bad for them or making them sick.
In addition to the avoidance of gluten, baked goods in Estonia is also being affected by other health-related trends. One of the examples of how the health and wellness trend has reached this category is the growing usage of seeds in baked goods as well as the growing importance of whole wheat products.
Whilst innovation appears fundamental for companies to register strong performances in other packaged food categories, this is not necessarily the case for bread manufacturers. Although players constantly develop new products with unique and interesting features, some of the leading brands such as Kirde Sai and Tallinna Peenleib by Leibur and Must Leib by Eesti Pagar tend to be simple, basic products offering little in the way of added value.
Although large local players dominate sales of baked goods, recent years have seen the appearance of several small bakeries throughout Estonia. The presence of these bakeries is being partially supported by the very long tradition of bread baking in Estonia.
As mentioned above, baked goods remains a category in which sales are dominated by Estonian manufacturers, while foreign players maintain a marginal importance. This is primarily due to very tradition of high-quality baked goods manufacturing in Estonia, which has allowed several very strong players to develop, with competition very fierce as a result.
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This industry report originates from Passport, our Packaged Food market research database.