Serbians are some of the heaviest consumers of baked goods in the world. This is because they have traditionally eaten a lot of bread.
Frozen baked goods remained by far the best performing category in 2018. Frozen baked goods recorded double-digit current value growth throughout the review period, with this continuing in 2018.
Packaged products in leavened bread, cakes and pastries held notably lower shares than unpackaged offerings in 2018. However, this situation has been changing over the last decade.
Artisanal products accounted for by far the largest share of value sales in baked good in 2018. However, their share continued to fall, reflecting the fact that large producers are slowly gaining a foothold in the category by winning over consumers who are starting to be loyal to their favourite brands.
The retailer Delhaize Serbia posted one of the strongest increases in value sales in 2018. Furthermore, other private label players also recorded exceptionally strong growth rates, indicating that the popularity of private label within this category is on the rise.
Only one notable new launch was seen in baked goods over 2017/2018, with this being under the Hrono Pogacice brand of frozen baked goods from Frikom. The manufacturer is undoubtedly aware of the category’s growth potential and so decided to expand its offer.
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This industry report originates from Passport, our Packaged Food market research database.