Executive Summary

Nov 2018
More wholegrain and wholemeal baked goods

With increasingly health-conscious consumers, manufacturers of baked goods are developing fortified and wholegrain products to gain interest. The number of consumers who consume wholegrain products regularly has increased, especially with the advance in manufacturing technology.

Artisanal producers offer healthier variants

Artisanal is expected to continue to account for over one half of retail value sales of baked goods in 2018. The popularity of artisanal baked goods is reflected in the opening of more chained and independent bakeries, including large chains like Paul and Maison Kayser.

Key trends set to continue in the forecast period

Over the forecast period, the shift from white to fortified and wholegrain bread is expected to continue. This trend is supported by government calls for Singaporeans to increase their wholegrain consumption.

Artisanal dominates baked goods

Consumers in Singapore increasingly prefer unpackaged over packaged baked goods. They perceive artisanal products to be higher in quality, as they are generally sold fresh.

Artisanal producers push innovation

Local consumers are expected to continue to perceive artisanal products as higher-quality options in the forecast period. Additionally, chained and independent baked goods specialists, such as BreadTalk, Four Leaves and Bengawan Solo, continuously launch new bread types and flavours to entice consumers.

Domestic players lead baked goods

Domestic players are expected to continue to lead packaged baked goods in 2018. Gardenia Foods is set to remain the leading player in leavened bread and pastries, and baked goods overall, followed by Auric Pacific Group (Sunshine brand).

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The Baked goods in Singapore market research report includes:

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  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
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Our market research reports answer questions such as:

  • What is the market size of Baked goods in Singapore?
  • What are the major brands in Singapore?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

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This industry report originates from Passport, our Packaged Food market research database.