The health and wellness trend was one of the key influences on all areas of packaged food, including baked goods, even before the outbreak of COVID-19, and its importance has been magnified by the experiences of the pandemic, both because of the immediate threat from the disease and awareness of the health effects of the sedentary lifestyles and poor diets associated with lockdowns. Within baked goods, bread has seen a notable rise in demand for products with a strong health-orientated positioning, including fortified products.
As well as health and wellness, another important trend in the Russian market is snackification. Consumers are proving increasingly eager to switch from bread to snacks such as savoury biscuits, a category that is seeing the continuous expansion of its offer and, notably, the introduction of a growing number of products targeting the health and wellness trend.
Fazer OAO has maintained its leading position in the fragmented baked goods market in Russia. The popularity of its brands, its prompt response to changes in market conditions, and its strong presence in retail remain the company‘s key strengths.
Bread is expected to post a slow decline in the Russian market over the forecast period, though not all categories are contracting. Flat bread is expected to post slight retail volume growth following decline in 2020 and 2021, with its expansion primarily being driven by consumers’ growing interest in non-traditional types of bread, such as pita bread and various tortillas, as well as bread without yeast, which is considered relatively healthy.
Frozen baked goods are expected to post the fastest growth in the whole baked goods category over the forecast period. This category has seen its development accelerated by the COVID-19 crisis, influenced by lockdown, home-cooking and the importance of the convenience trend.
The HW segment, including products such as free from gluten bread, remains niche, but is expected to continue to display positive dynamics during the forecast period. The free from gluten bread category has historically been represented by international players.
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This is the aggregation of bread, pastries, dessert mixes, frozen baked goods and cakes. Note: Baked goods from in-store bakeries are classified under unpackaged/artisanal, not packaged/industrial. While they may be finished on-site, they are often prepared, then frozen or par-baked, at other locations. Such production models are very important for supermarket in-store bakeries, which have in the past been used to drive traffic and fill stores with appetising aromas, but for which the labour resources required to run a full-service scratch bakery are not always available.See All of Our Definitions
This report originates from Passport, our Baked Goods research and analysis database.
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