Baked Goods in Lithuania

2020 IMPACT

Health and wellness trend impacts sales of bread products in Lithuania in 2020

A rising number of consumers in Lithuania are becoming aware of health and wellness in 2020, and are expected to increasingly choose their bread in line with these trends. As people pay more attention to a healthier diet, rye bread consumption is expected to continue rising sharply in 2020.

Snack culture leads to smaller portion sizes, while gluten-free segment continues to expand

The snack culture common across Lithuania is expected to encourage products to be produced in smaller portions in 2020, as consumers seek out quick, on-the-go snacks. Bread snacking products, such as breadcrumbs, crisps and breadsticks, are taking up more space on the shelves in 2020, as consumers seek out a range of snacking options they can eat quickly and conveniently.

Vegetable bread becomes a particularly promising product in 2020

The health and wellness trend continues to impact baked goods in 2020 and this was perhaps most noteworthy in the increasing range of vegetable bread on offer in the country. Towards the end of the review period, Fazer launched an entire range of vegetable bread, which include avocado, carrot, beetroot and bean breads.

RECOVERY AND OPPORTUNITIES

Health and wellness trend expected to continue to influence baked goods into the forecast period, as consumers seek out healthier alternatives

Lithuania’s shrinking population and the influence of the health and wellness trend are expected to combine to ensure negative volume sales growth in baked goods into the forecast period. Products in which sales are dominated by high-sugar indulgence products are likely to suffer from falling sales, notably pastries and cakes, while bread will see demand continue to slide as consumers look elsewhere for their starchy carbohydrates.

Traditional manufacturers will struggle to keep pace with changing consumer tastes in coming years

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.

Packaged cakes will remain largely bound by tradition

Despite the demand for innovation, most Lithuanians are likely to remain rather conservative when it comes to packaged cakes. For this reason, the most traditional types of cakes are expected to remain the big winners in baked goods.