Baked Goods in Switzerland

PROSPECTS

Baked goods to be negatively impacted by health and wellness

Baked goods witnessed a lacklustre performance in 2018, mainly because of the ongoing pressure towards healthy eating habits, which led to many baked goods experiencing value decline. Over the forecast period, baked goods is expected to record a marginally declining trend due to health and wellness concerns.

Expected threat from the snacking trend

Over the forecast period, baked goods is expected to be threatened by the increasing prevalence of the snacking trend. Due to time-pressed lifestyles and new eating habits, an increasing number of Swiss (especially among the younger generation) is expected to skip meals (such as breakfast) choosing instead to consume snacks.

Greater number of initiatives to generate interest in baked goods

Public and private campaigns seeking to create interest in baked goods are expected to become increasingly active over the forecast period. Trade associations such as Pain Suisse are expected to continue communicating through marketing initiatives about the healthiness of bread and other baked goods and thus encouraging their consumption.

COMPETITIVE LANDSCAPE

Artisanal players continue to dominate baked goods

The largest share of Switzerland’s baked goods was held by artisanal products, illustrating Switzerland’s vibrant fresh bread culture. Even though the share of artisanal bread declined over the review period, Swiss consumers continued to purchase their bread fresh, either from traditional town bakeries or from the in-house bakeries found in the major retailers.

Greater quantity of grains and cereals expected

Over the review period, there was a gradual shift away from white bread, while the value share of wholegrain bread continued to increase. This trend is expected to persist into the forecast period.

In-store bakeries expected to positively contribute to discounter share increase

The retail distribution of baked goods is expected to experience some marginal changes over the forecast period. Store-based retailing will remain the main distribution channel for baked goods and grocery retailers, such as food/drink/tobacco specialists, forecourt retailers, supermarkets and hypermarkets are expected to continue accounting for the largest share of sales.

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