In 2020, many product areas in baked goods are expected to demonstrate negative growth rates as consumers have cut back on baked goods in order to prevent gaining weight during the COVID-19 lockdown. This trend is expected to have the most significant effect on leavened bread which is expected to record the lowest retail value growth rate in the category.
Eesti Pagar AS is expected to retain its lead in baked goods in 2020 as Estonia’s largest baking manufacturer, with a strong presence across all regions. The company produces packaged leavened bread, packaged cakes, packaged pastries, and frozen baked goods.
In 2020 AS Leibur is expected to demonstrate the fastest growth within packaged flat bread as the recent addition to this subcategory quickly rises in popularity. The recent addition to the company’s range is expected to support the company’s strong position in baked goods in 2020.
Frozen baked goods, which is expected to be the second fastest growing product area in retail current value and retail volume growth in 2020, is expected to retain its high-ranking position in the category throughout the forecast period. Frozen baked goods is expected to continue to demonstrate growth throughout the forecast period thanks to its affordability and also the fact that it is easy to store and prepare.
Although unpackaged pastries is a much smaller product area than packaged pastries, unpackaged pastries is expected to continue to record a higher retail volume growth rate than packaged pastries. Unpackaged pastries is expected to maintain a low level of growth throughout the forecast period, whereas packaged pastries is expected to continue its downward trend.
Health and wellness is a growing area within baked goods, seen through the increasing use and demand of seeds as well as whole wheat products. Under the leadership of the Estonian Food Industry Association, Estonian baked goods manufacturers must follow a set of guidelines entitled Good Practice of the Usage of Whole Wheat.
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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 report originates from Passport, our Baked Goods research and analysis database.
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