Towards the end of the review period, the leading producers of artisanal bread started to launch more sophisticated products that can be sold in chained supermarkets. Bachaus and Mayakoy are among the companies that have been investing in developing bread made using artisanal yeast that gives the bread a naturally sour taste.
Sales of packaged pastries are expected to continue being dominated by croissants, a non-traditional type of pastry with a very non-Turkish image. The popularity of packaged croissants is expected to continue been supported by investment on the part of manufacturers and wider distribution in various retail channels.
The positive growth that is expected to be seen in sales of frozen cakes, sweet pies and tarts during the forecast period is set to be fuelled largely by the widening distribution of these products as new players enter the category. In particular, Turkey’s leading discounters are expected to dedicate more shelf space to these products, with the increasing numbers of such products offered under private label expected to be crucial to further growth in the category.
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Baked Goods
This is the aggregation of bread, pastries, dessert mixes, frozen baked goods and cakes. Note: Baked goods from in-store bakeries are classified under unpackaged/artisanal, not packaged/industrial. While they may be finished on-site, they are often prepared, then frozen or par-baked, at other locations. Such production models are very important for supermarket in-store bakeries, which have in the past been used to drive traffic and fill stores with appetising aromas, but for which the labour resources required to run a full-service scratch bakery are not always available.
See All of Our DefinitionsThis report originates from Passport, our Baked Goods research and analysis database.
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