As a result of the health and wellness trend and the public perception of baked goods, with consumers seeing standard white bread and pastries in particular as unhealthy, more Slovenians are reducing their consumption of such products, substituting them for whole wheat and whole grain alternatives. This gradual shift, however, has not impacted the category too much as an overall increase in consumer confidence and rising disposable incomes, coupled with demand for convenience, have to a certain extent offset this.
In 2018, baked goods continued to see an improvement in volume sales growth despite the health and wellness trend, mainly due to increased consumer spending and a brighter economic climate. It was noticeable, however, that the leading producers and new players were quick to offer healthier alternatives to processed white flour and sugar products, namely whole wheat, whole grain and gluten-free baked goods.
Slovenian consumers typically buy fresh unpackaged baked goods as opposed to packaged offerings, largely due to the former being seen as healthier. Furthermore, the country is witnessing a growing trend towards home baking, particularly among younger generations.
Baked goods remained a fragmented category in 2018, with artisanal products accounting for more than a third of overall value sales. With regard to brand manufacturers, Žito remained well ahead of the rest of the field.
The domestic retailer Poslovni Sistem Mercator ranked second in 2018 thanks to its widespread network of outlets in Slovenia, followed by another domestic company, Pekarna Grosuplje. It is thus fair to say that local manufacturers command a much stronger position than their international counterparts.
Most baked goods in Slovenia tend to have a standard or economy positioning. However, premium products are available and are growing as a result of the health and wellness trend and rising disposable incomes.
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This industry report originates from Passport, our Packaged Food market research database.