Baked goods is expected to see a lower retail volume and current value growth rate in 2020 compared to the previous year. During quarantine, with more time available, Ukrainian consumers took up baking bread, cakes and pastries at home.
Health and wellness, premiumisation and convenience are among the trends that are currently proving to be the main drivers for bread. More offerings with additives such as flax or sunflower seeds are being seen, mainly in sliced products, as well as flour mixes with bran and cereals.
While Kyivkhlib and Roshen are the two largest branded players in baked goods as a whole, there shares still pale into insignificance in comparison to the dominant share held by artisanal goods, which account for almost two thirds of retail value sales.
Frozen baked goods are proving a popular way of obtaining “fresh” baked goods. Semi-prepared baked goods as well as pizza crusts and filo pastry sheets are welcomed as a “cheat” by consumers looking to bake at home but without sufficient time for the full preparation of the end products.
In dessert mixes, in which jelly traditionally prevails, new product developments in mixes for cakes, such as brownies or muffins, are being introduced by a number of companies, including Schedro and Pripravka, which could help drive category growth. In addition, more and more companies are catering to the health trend by introducing dessert mixes that are gluten free, such as mixes for muffins that contain rice flour.
There is a growing presence of private label in cakes and in bread, especially in the big cities through well-developed national retail chains. This is likely to impact small local bakeries as consumers have high levels of loyalty to well-known large manufacturers like Roshen, Kviten or Kyivkhlib.
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This report originates from Passport, our Baked Goods research and analysis database.
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