Over the forecast period, retail volume sales of baked goods are set to experience steady, albeit undynamic, growth as inflationary pressures continue to ease. Leavened bread is expected to contribute significantly to overall sales.
The need for indulgence and convenience will continue to be key drivers of growth within baked goods in the UK. Players are investing in higher-quality ingredients and expanding flavour options, which are attributes local consumers are willing to pay a premium for.
The health trend is expected to gain further momentum as concerns about ultra-processed foods (UPFs) intensify. Bread manufacturers are likely to continue investing in alternative flours, such as whole grain and gluten-free options, to attract health-conscious consumers and the increasing number of non-coeliac consumers who aim to reduce their gluten intake for lifestyle or general health reasons.
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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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