Frozen baked goods will continue to see strong growth rates in 2020 thanks to an expanding offering and improved distribution in Serbia. Frozen baked goods is also expected to benefit from the growing convenience trend in Serbia as people have less time to prepare baked goods from scratch at home, as would be the traditional way.
In early 2020 a spotlight was shone on the growing trend of importing products in baked goods into Serbia. The focus of this controversy was primarily major retailing chains who have been importing frozen bread products from other countries and then baking them on site or in their distribution centres.
At the end of the review period, category leader Don Don doo organised an Instagram competition called the “toast challenge”. In the “toast challenge” users were encouraged to upload photos of creative toast combinations using Don Don doo’s bread products.
Per capita consumption of bread and pastries in Serbia is expected to remain at a high level over the forecast period. This is mostly due to the ingrained dietary habits of consumers who regularly consumer bread with almost every meal.
Health and wellness is expected to increase the popularity of flat breads made without yeast or other raising agents in the coming years. Although sales of flat bread (both packaged and unpackaged) are still expected to remain negligible throughout the forecast period, the perception of flat bread as much healthier than leavened bread is expected to increase the number of producers in this product area.
Increasing prices of leavened bread and dessert mixes in will continue to drive the overall baked goods’ average unit price up, above the country’s inflation rate, during the forecast period. The rising prices are a consequence of an improved offering of premium products as well as the fact that premium baked goods are being purchased more often thanks to positive general economic development.
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This report originates from Passport, our Baked Goods research and analysis database.
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