COMPETITIVE LANDSCAPE
Artisanal producers retain leadership through tradition and trust
Artisanal manufacturers remain the clear leaders in baked goods, supported by their established reputation for quality, freshness, and craftsmanship. Despite growing competition from private label, artisanal bakeries continue to dominate through authenticity, local sourcing, and strong consumer loyalty.
Nutrition & Santé Benelux SA gains traction with health-focused portfolio
Nutrition & Santé Benelux SA was among the most dynamic companies in 2025. Active in packaged leavened bread, the fastest-growing segment in baked goods, the company performed well through its strong portfolio of health-oriented brands, including Céréal, Céréal Bio, and Valpiform.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Belgium 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 Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Baked Goods in Belgium report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Baked Goods in Belgium?
- Which are the leading brands in Baked Goods in Belgium?
- How are products distributed in Baked Goods in Belgium?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Baked Goods?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Belgium?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Baked Goods in Belgium - Category analysis
KEY DATA FINDINGS
Bread drives overall growth as consumers seek both health and comfort
Wholegrain and packaged leavened bread gain popularity
Local preferences and health awareness shape consumer choices
Health perception defines category trajectories
Premiumisation and sophistication to sustain growth
Naturalness, fibre content, and dietary niches to lead health trends
Sustainability and digital innovation to shape the future
Artisanal producers retain leadership through tradition and trust
Nutrition & Santé Benelux SA gains traction with health-focused portfolio
Supermarkets strengthen leadership, while micro-bakeries thrive on authenticity
E-commerce gains traction with convenience and local focus
Staple Foods in Belgium - Industry Overview
Economic stability and evolving eating habits support steady growth
KEY DATA FINDINGS
Indulgence, local sourcing, and naturalness define consumer choices
Consumers balance wellness, value, and sustainability
Plant-based innovation and clean labels drive category evolution
Naturalness and premium simplicity to guide future growth
Shifts in consumption patterns and retail dynamics
Artisanal producers retain leadership through quality and tradition
Innovation and sustainability drive growth in plant-based products
Supermarkets consolidate their leading role through flexibility and accessibility
E-commerce expands through convenience and premium differentiation
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Baked Goods
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- Packaged Flat Bread
- Unpackaged Flat Bread
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- Packaged Leavened Bread
- Unpackaged Leavened Bread
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- Packaged Cakes
- Unpackaged Cakes
- Dessert Mixes
- Frozen Baked Goods
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- Packaged Pastries
- Unpackaged Pastries
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- Sweet Pies and Tarts
- Frozen Cakes, Sweet Pies and Tarts
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Baked Goods research and analysis database.
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