While overall retail volumes in baked goods are projected to remain stagnant over the forecast period, this represents a notable improvement compared to the significant declines of previous years. Bread continues to face competition from alternative carbohydrate sources such as pasta, rice, and grain-based porridges, but its cultural significance ensures its place in Lithuanian diets.
Fresh bread, supported by the growing presence of small in-store bakeries within modern retail formats, is expected to remain a key driver of demand. Consumers continue to prioritise the freshness and quality of their bread, with ethnic varieties such as ciabatta and baguette increasingly in focus alongside traditional artisanal products.
The competitive dynamics in the Lithuanian baked goods market are evolving, as evidenced by Fazer’s decision to close its Kaunas bakery and consolidate operations in Latvia. This strategic move, driven by challenges faced during the historic period, underscores the pressures on industry players to optimise operations.
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Understand the latest market trends and future growth opportunities for the Baked Goods industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Baked Goods industry in Lithuania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Baked Goods
This is the aggregation of bread, pastries, dessert mixes, frozen baked goods and cakes. Note: in most cases, baked goods from in-store bakeries are classified under unpackaged/artisanal. While many such offerings 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 are often 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. Baked goods baked from central bakeries sold unpackaged in other outlets are classified as unpackaged/artisanal. In the specific case of in-store bakery counters (for example, in supermarkets), if baked goods are finished on-site but then packaged (for example, in a box or bag) with a barcode and price, set out in the store for sale in this packaging and sold like any other packaged food product (i.e. a customer takes the packaged item from a shelf) then this is classified as packaged. If however the baked good is finished on-site, displayed unpackaged but then placed in packaging as part of the transaction (i.e. a supermarket worker at an in-store bakery counter/a customer places it in a box/bag after it has been chosen, to allow it to be carried safely) this is still classified as unpackaged.
See all of our definitionsThis report originates from Passport, our Baked Goods research and analysis database.
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