E-commerce sales are poised for expansion, driven primarily by supermarkets and online grocery platforms such as Picnic and Crisp, which enhanced their capacity during the COVID-19 pandemic. While online sales growth slowed in 2023, there is a strong likelihood of resurgence in 2024 and beyond, particularly within baked goods, with a focus on bread.
The growing emphasis on plant-based diets creates opportunities for bread, especially whole grain bread, which serves as a significant source of plant-based protein. In addition to protein, bread offers essential nutrients like fibre, vitamins, and minerals that can help reduce the risk of chronic diseases.
Despite elevated prices, organic baked goods, particularly bread, are poised for growth, driven by health-conscious consumers in the Netherlands. The rise in organic farming practices has increased the availability of organic wheat and grains, while the expansion of organic and health food stores has made organic bread more accessible.
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Understand the latest market trends and future growth opportunities for the Baked Goods industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
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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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