Baked goods faces maturity in Finland and manufacturers need to find ways to boost value sales, potentially offering innovative and healthy options. Lead player Fazer Leipomot Oy has been successful in launching options with added-value.
As the health and wellness trend continues to be active in Finland, value sales benefit from offerings that include rye and oats – both known to be superfoods in Finland. The domestic player Fazer Leipomot has a host of offerings, including a thinner version of its popular rye bread Oululainen Reissumies Tosi Ohut, baked with starter dough and made from 100% domestic rye, giving it a high fibre content of 16%.
2019 was active with new product developments, with baked goods players fighting to stay ahead of the competition. The trend for street food continued, as Vaasan released Lil’BRGR – a small burger roll that is big in oat flavour.
Marketing is very active in baked goods, with an ever-increasing use of social media. In 2019, Vaasan released a humorous video on its YouTube challenge; an April fool’s joke that was presented as a news report, reporting on the rye bread addiction their consumers were suffering from.
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This industry report originates from Passport, our Packaged Food market research database.