Leavened bread is a major sub-category in baked goods in Russia, however it continues to post declines in volume in 2020, along with slowing growth in value sales. COVID-19 is having a negative impact on the category, due to the short shelf life of bread and consequent lack of consumer stockpiling which is observed in other types of staples.
Frozen baked goods, however, continues to show positive growth in 2020. In fact, frozen baked goods is benefitting from lockdowns due to a couple of reasons.
Fazer OAO continues to lead the highly fragmented category of baked goods in 2020 in company terms. However, the player’s Khlebny Dom brand comes in at sixth place in brand terms, where Karavay OAO’s namesake brand takes the lead.
In leavened bread it is expected that, in 2021, many consumers will look for value for money purchases and the development of the category will largely be in the direction of offering cheaper prices. At the same time, due to the decrease in the number of households with three-plus persons, and the growth of households with one and two persons, the need for smaller packages will increase.
The healthy eating trend, which is developing in Russia, is expected to bring a level of variety to the overall and fairly mature category of bread over the forecast period. The health and wellness trend has been gradually influencing bread for some time, with an increase in wholegrain products, bread with pieces of vegetables, and bread enriched with vitamins and minerals.
The ongoing development of micro and mini-bakeries, development of mini-cafés, fast-food outlets inside stores, and the development of retailers’ own bakeries, will all help to continue to drive growth in frozen baked goods across the forecast period. The increasing number of bakeries is due to consumer interest in fresher products, a wider variety of flavours, and convenient points of sale.
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This report originates from Passport, our Baked Goods research and analysis database.
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