In 2020, the COVID-19 pandemic had a positive impact on baked goods overall. The main reason for this was due to consumers spending more time at home and therefore consuming more there, rather than going out to eat.
The health and wellness trend has been gathering pace in Lithuania and in 2020 and 2021 has seen an even further increase in popularity. As the COVID-19 health crisis has made many more aware of their overall health and how the food they consumes affects it, many consumers have been avoiding foods that are considered unhealthy.
In Lithuania, the popularity of bread is declining every year, largely due to the growing health and wellness trend and consumers realisation that flour is unhealthy. Nevertheless, the market leader UAB Vilniaus Duona will continue to increase sales in 2021 by cannibalising shares from competitors.
Over the forecast period, baked goods is set to continue witnessing retail volume decline. This will largely be a result of the growing health and wellness trend that will lead more and more consumers away from unhealthy products, which the majority of baked goods are.
One product area in which sales growth rates are expected to remain positive in 2022 and beyond is bread alternatives, with healthier options continuing to support positive sales growth. Demand for ancient grain bread, no-yeast bread and, in particular, oat bread is also expected to continue to grow.
During the review period, one of the most iconic and traditional brands of packaged waffle cakes, Danutes Pyragas, disappeared from Lithuanian retail shelves due to the bankruptcy of its parent company Danutes Pyragai UAB. The main reason for this situation is widely accepted to be the manufacturer’s inability to innovate to keep track of changing consumer tastes.
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Understand the latest market trends and future growth opportunities for the Baked Goods industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Baked Goods
This report originates from Passport, our Baked Goods research and analysis database.
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