Baked Goods in Switzerland

PROSPECTS

Health and wellness trend continues to weaken the demand for baked goods

Baked goods continues to perform weakly in 2019. Consumers are eschewing or reducing their consumption of cakes and pastries, in particular, as they look towards healthy eating habits.

Hectic lifestyles limit traditional consumption occasions for baked goods

Many consumers’ ambivalent attitude is seeing very slow retail volume growth in bread overall in 2019, with a similar performance projected for the forecast period. Many consumers regard bread as a contributor to weight gain, although others are convinced that bread, especially speciality breads like whole grain and multigrain, are an important part of a healthy diet.

Initiatives based on health and authenticity aim to stimulate growth in a mature category

Public and private campaigns to stimulate interest in mature baked goods are expected to accelerate over the forecast period. Thus, there is likely to be an increasing move towards artisanal products, a wider product variety and an emphasis on tradition and authenticity and healthier eating.

COMPETITIVE LANDSCAPE

Growing sales of packaged bread add to the pressure on artisanal players

While seeing marginal decreases in retail value share, artisanal continues to dominate the competitive landscape of baked goods in Switzerland. This is underpinned by a vibrant fresh bread culture.

Private label retailers develop offer to fit with key health developments

Private label is predicted to retain a strong presence in baked goods over the forecast period. Major grocery retailers are expected to enlarge their baked goods ranges, especially within bread, by focusing on organic, fruit/grain, vegan and free from varieties to align with prevailing health and wellness, natural and authenticity trends.

Discounters grow value share through in-store bakeries and developing product offer

Consumers continue to show a preference for fresh bread from traditional town bakeries or in-house bakeries in major grocery retailers. Over the review period, major grocery retailers sought to modernise their in-house bakeries to convey freshness, while some added a touch of premiumisation to drive value sales.

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