Retail sales of baked goods will continue to expand in volume terms over the forecast period. The growth of products offering greater convenience, such as packaged leavened bread, will be fuelled by the adoption of busy urban lifestyles.
In bread and pastries, continuous innovation by the leading players is also expected to contribute to growth over the forecast period. The Italian Baker Sdn Bhd, for example, is expected to continue to launch new variants that offer better value for money, as well as variants with extra ingredients, such as raisins and walnuts, tapping into a growing interest in healthy and novel flavours.
Frozen baked goods is expected to enjoy improved performance over the forecast period as local, especially young, consumers increasingly seek low-cost convenience foods that are quick and easy to prepare. As a result, frozen baked goods have the potential to become go-to options for breakfast and supper at home.
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Understand the latest market trends and future growth opportunities for the Baked Goods industry in Malaysia 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.
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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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