Executive Summary

Oct 2019
PROSPECTS
Finns are attracted to flavour, freshness and innovative health options

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.

Baked goods can take full advantage of the health and wellness trend, through rye and oat-based ingredients

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%.

Despite the health and wellness trend, Finns still enjoy an indulgent, flavoursome treat

COMPETITIVE LANDSCAPE
Competition is stiff in baked goods, where innovation is key

New product launches stick to trends with street food and gluten-free offerings being popular

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.

Players showcase their humour and importantly highlight their eco-friendly credentials

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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Baked Goods in Finland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baked goods industry in Finland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Baked goods industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baked goods in Finland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Baked goods in Finland?
  • What are the major brands in Finland?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Baked Goods in Finland - Category analysis

HEADLINES

PROSPECTS

Finns are attracted to flavour, freshness and innovative health options
Baked goods can take full advantage of the health and wellness trend, through rye and oat-based ingredients
Despite the health and wellness trend, Finns still enjoy an indulgent, flavoursome treat

COMPETITIVE LANDSCAPE

Competition is stiff in baked goods, where innovation is key
New product launches stick to trends with street food and gluten-free offerings being popular
Players showcase their humour and importantly highlight their eco-friendly credentials

CATEGORY DATA

Table 1 Sales of Baked Goods by Category: Volume 2014-2019
Table 2 Sales of Baked Goods by Category: Value 2014-2019
Table 3 Sales of Baked Goods by Category: % Volume Growth 2014-2019
Table 4 Sales of Baked Goods by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Baked Goods: % Value 2015-2019
Table 6 LBN Brand Shares of Baked Goods: % Value 2016-2019
Table 7 Distribution of Baked Goods by Format: % Value 2014-2019
Table 8 Forecast Sales of Baked Goods by Category: Volume 2019-2024
Table 9 Forecast Sales of Baked Goods by Category: Value 2019-2024
Table 10 Forecast Sales of Baked Goods by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Baked Goods by Category: % Value Growth 2019-2024

Packaged Food in Finland - Industry Overview

EXECUTIVE SUMMARY

Sales boom for packaged food however volume growth continues to be a struggle
Competitors stood out by using authentic flavours, domestic ingredients and innovation
In a competitive landscape, players focus on innovation and fulfilling consumer demands 
Hypermarkets gain success at the expense of smaller grocery retailers
Players will focus on eco-credentials, health and wellness and innovation to cut-through competition 

FOODSERVICE

Sales to Foodservice
Growth is stable as increased purchasing power allows Fins to eat out more often
Taste matters, but so does ethical and social responsibilities 
Free-from products are on the rise as foodservice responds to consumer demand
Consumer Foodservice
Foodservice operators adopt new strategies to compete
Foodservice operators increasingly favour locally sourced ingredients
Fast food sees a positive performance and is set to continue growing over the forecast period 
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources