COMPETITIVE LANDSCAPE
Mlinar leads thanks to its nationwide reach, brand strength, investment-backed expansion, and continuous innovation
Mlinar doo remained the clear leader in Croatia’s baked goods market in 2025 due to both its scale and brand visibility. The company operates the largest bakery retail chain in the country, and has a strong presence in supermarkets and convenience formats, ensuring everyday access to its products.
Mondelez benefits from its strong position in packaged sweet bakery products
The most dynamic company in 2025 in terms of value growth was Mondelez Zagreb doo, closely followed by Fortenova Grupa dd, Lidl Hrvatska doo kd and other private label. Mondelez’s growth reflects its strong position in packaged sweet bakery products, where demand for indulgent and convenience items, such as cakes and pastries, increased in value faster than staples.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Croatia 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 Croatia, 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 Croatia 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 Croatia?
- Which are the leading brands in Baked Goods in Croatia?
- How are products distributed in Baked Goods in Croatia?
- 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 Croatia?
- 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 Croatia - Category analysis
KEY DATA FINDINGS
Rising influence of health and wellness concerns
Higher prices and rising interest in more differentiated products drive value growth in 2025
Freshly baked items remain a cornerstone of Croatia’s everyday food culture
Nominal growth driven by inflation and trading-up to more specialised products
Rising influence of health and wellness considerations
Expanded list of controlled food items
Mlinar leads thanks to its nationwide reach, brand strength, investment-backed expansion, and continuous innovation
Mondelez benefits from its strong position in packaged sweet bakery products
Convenience stores and discounters capture growth from changing shopping habits and price sensitivity
E-commerce benefits from the growing digitalisation of grocery retail and consumer preference for convenience
Staple Foods in Croatia - Industry Overview
Moderate growth supported by stable demand, health-oriented innovation, and local supply development
KEY DATA FINDINGS
Private label expansion as economic pressure persists
High global sugar and cocoa prices present challenges for sweet staples
Health and sustainability trends advance
Stable demand, tourism growth and a gradual recovery of purchasing power ensure steady growth
Companies focus on efficiency, innovation, and credibility
Supermarkets and discounters to maintain their dominance
Fortenova remained the undisputed leader, combining scale, brand recognition, and distribution strength
Delta Holding SA’s strong growth fuelled by its healthy positioning, improved store visibility and affordable pricing
Strong preference for Croatian products
Supermarkets lead, expanding their private label ranges and strengthening their image as price-conscious, consumer-oriented retailers
E-commerce expansion as major supermarket chains invest in improving digital platforms, delivery logistics, and integration between online and offline promotions
Discounters benefit from consumers’ heightened focus on value and price transparency
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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