Bread, the largest category within baked goods, has seen changes to regulations aimed at improving the quality of products. As a result, the minimum rye content of rye bread has been raised to 60%.
The average retail current unit price increased in all categories in 2018, with bread seeing the fastest rise. Bread producers are more confident about hiking their prices as bread is considered an essential and traditional product in households.
In retail value sales terms, frozen baked goods posted the fastest increase in 2018. This performance was supported by the indulgence and convenience trends, as most of these products are positioned primarily as snacks.
In Hungary, the competitive landscape of baked goods, especially bread, is populated by a large number of players. Besides traditional unpackaged products, which are mainly artisanal, the presence of products manufactured by chained grocery retailers has become relevant.
Despite a challenging competitive environment characterised by a large number of players and products, baked goods still witnessed new entries. One significant new entry is locally-owned Omega-Bázis, which has introduced several new packaged food products, including free from gluten packaged bread.
Chained grocery retailers offering private label baked goods have seen growing demand for their products, supported by the rising demand for health and wellness products. As a result, most chained grocery retailers, including Spar, Tesco, Aldi and Lidl, have expanded their product portfolios in both packaged and unpackaged categories.
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This industry report originates from Passport, our Packaged Food market research database.