Pastries is expected to remain the focus of the majority of innovation within baked goods over the forecast period with there still seen to be opportunities for growth and development, unlike some more mature categories such as unpackaged leavened bread. French brands such as St Michel and Ker Cadelac released a variety of new products in 2024 and they have been dynamic in their efforts to drive the category forwards.
Much of the innovation in baked goods has been focused on the reformulation of brands and additions to existing ranges. Sandwich and speciality bread products are expected to be a focus of new launches and innovation over the forecast period.
Sales of frozen baked goods have continued to decline in retail volume terms in 2024 with these products suffering from an unhealthy image and the inconvenience of having to prepare them before serving. Nonetheless, despite the declining interest in frozen baked goods the category has continued to benefit from new product development in 2024.
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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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