The market for baked goods is expected to register a moderate rate of volume growth over the forecast period, line with rapid urbanisation and rising disposable incomes. With more people living in big cities such as Hanoi and Ho Chi Minh City, lifestyles will become busier and consumers will seek to optimise their morning routines by opting for quick, convenient meal solutions for breakfast or brunch.
Product innovation is also expected to be key in stimulating consumer demand, supported by heavy investment in marketing and advertising activity by the leading players. Given that Vietnamese consumers are becoming more health conscious, new product developments are likely to centre around “better for you” offerings, such as baked goods with a lower carbohydrate or sugar content, while products which are free of common allergens, like nuts, dairy, and eggs, will cater to various dietary restrictions.
The distribution of baked goods will continue to widen throughout the forecast period. In particular, packaged bread, cakes and pastries will increasingly be available in more peripheral regions of the country where independent small grocers remain the most important distribution channel and modern grocery retail outlets are relatively scarce.
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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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