Within bread, the growing health and wellness trend continues to drive a shift towards healthier alternatives such as wholegrain products, bread with pieces of vegetables, and bread enriched with vitamins and minerals. Furthermore, there was also an overall decline in industrially produced bread at the end of the review period, while artisanal and rustic bread is on the rise.
The dynamic growth of frozen baked goods observed in the foodservice channel is expected to be reflected in the retail channel over the forecast period, albeit sales will be significantly lower. Frozen baked goods offer the benefits of convenience and a long shelf life, with fresh baked goods often having a shelf life of less than a week.
Within cakes and pastries, consumer demand is set to continue being supported by the growing variety of flavours and fillings. Due to the more affordable price per item, packaged cakes are expected to see more stable growth over the forecast period, while unpackaged cakes could suffer from the turbulent economic environment due to their relatively high price.
Fazer OAO retained the lead in bread and baked goods overall in 2019 with the company continuing to invest in new products and innovations in order to stay ahead of the competition. For example, in 2019 the company launched its Fazer Nordic Gourmet line of rustic bread.
With consumers increasingly looking for healthier varieties of bread there has been a growing focus on the use of wholegrains, among other ingredients. In line with this trend, Karavay OAO and Bosko-L OOO both introduced new varieties of wholegrain bread in 2019.
Khlebozavod 28 OAO and Vladimirskiy Khlebokombinat OAO started industrial production of frozen baked goods at the end of the review period as they look to enter a category with significant potential. Overall, in contrast to fresh bread, which is a low-margin category since bread prices are regulated by the state, more and more manufacturers are paying attention to the higher-margin area of frozen baked goods.
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This industry report originates from Passport, our Packaged Food market research database.