The growing consumer preference for baked goods made with organic and natural ingredients is expected to shape the market in the coming years. Products featuring organic flour, free-range eggs, fresh fruits, and natural colourings are increasingly in demand, reflecting a broader societal shift towards healthier eating habits.
The shift towards plant-based diets presents significant opportunities for bread manufacturers and retailers. Whole grain bread, in particular, is gaining recognition as a source of plant-based protein, aligning with consumer interest in nutritious, fibre-rich foods that promote overall health and reduce the risk of chronic diseases.
Bread is expected to remain a central component of Dutch meals, particularly for lunch and breakfast, which are significant consumption occasions. The trend towards eating lunch at home or bringing packed lunches to the workplace has reinforced the consistent demand for bread, further supported by its convenience and versatility.
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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: 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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