Although overall consumption of baked goods is set to decline during the COVID-19 epidemic, this masks significantly varying trends among the different types of products here. Baked goods have always formed an important part of the diet in the United Arab Emirates, although during the pandemic, concerns around health and hygiene are coming to the fore in consumer behaviour.
While dessert mixes were first introduced to the market as convenient options, consumer needs evolved more quickly than expected over the review period, with on-the-go demand greatly depreciating the value of these packaged mixes. Consumers opted to purchase good-quality unpackaged and packaged cakes at affordable prices from retail outlets.
While there is clearly increasing demand for frozen baked goods during the COVID-19 epidemic, growth is being held back by the relatively small range of products available in the United Arab Emirates. Frozen baked goods are, nevertheless proving popular in 2020 as these products are easy to store in the freezer at home and can be rapidly prepared without the inconvenience of preparing them from scratch.
Baked goods is expected to record strong and steady retail volume growth over the forecast period. Packaged flat bread will not only remain the most important single product within baked goods in the United Arab Emirates, it will also outperform all others going forward.
Unpackaged baked goods producers will need to address consumer concerns around hygiene issues going forward if they are to drive sales. This will be especially true within unpackaged pastries, which are losing ground to packaged formats in 2020 due to these concerns.
Pastry consumption is closely tied to mobility and on-the-go consumption in the United Arab Emirates, with consumers often opting for a pastry for an energy boost whilst travelling or commuting. For many, these activities have been put on hold during the pandemic.
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This report originates from Passport, our Baked Goods research and analysis database.
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