Flat bread continues to record volume growth in 2023 and further growth is expected over the forecast period thanks to innovative approaches that capture consumers’ attention. The product’s versatility for preparing Italian meals, vegan formulations (with cauliflower and spinach), keto options, and artisanal products baked in stone ovens are concepts catering to different segments to boost category sales.
Innovation in packaged leavened bread is anticipated to focus on health and personalisation as consumers increasingly focus on boosting their health and energy levels through their food choices. Players are responding with new ingredients and formulations, including low carb and gluten free options, products with plant-based proteins or organic fibre, and artisanal recipes.
Frozen bread experienced a sales boost during the pandemic as it is a convenient option, offering the flexibility of storing bread for longer periods without compromising its quality or taste, plus a variety of products, including basic baguettes and more innovative products containing potato and cauliflower are available in stores. Traditional casabes (a traditional flatbread made from the root vegetable cassava) and arepas (flatbread made of ground maize dough) are also available.
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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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