COMPETITIVE LANDSCAPE
Lantmännen Schulstad A/S retains its lead while private label gains ground
Lantmännen Schulstad A/S was the leading company in baked goods in Denmark in 2025, increasing its share during the year. This result was through a combination of strong brand recognition, broad distribution, and continued investment in innovation and product quality.
Frozen artisanal offerings drive growth for Foodpeople A/S during 2025
Foodpeople A/S was the most dynamic company in the Danish baked goods in 2025, propelled by the strong performance of its Il Fornaio brand within frozen baked goods. The brand has gained visibility by offering high-quality products that combine convenience with an artisanal feel, appealing to consumers seeking fresh-tasting options with extended shelf life.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Denmark 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 Denmark, 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 Denmark 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 Denmark?
- Which are the leading brands in Baked Goods in Denmark?
- How are products distributed in Baked Goods in Denmark?
- 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 Denmark?
- 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 Denmark - Category analysis
KEY DATA FINDINGS
Steady growth and evolving consumer preferences drive baked goods in 2025
Baked goods maintain steady growth amid necessity and occasional indulgence
Consumer demand for fresh and indulgent options drives strong growth for unpacked pastries
Baked goods and international flavours drive innovation and growth in Danish households
Health-conscious innovations are set to elevate traditional baked goods in Denmark
Sustainability is expected to drive innovation and waste reduction in baked goods
Lantmännen Schulstad A/S retains its lead while private label gains ground
Frozen artisanal offerings drive growth for Foodpeople A/S during 2025
Supermarkets retains its lead through offering an extensive range of baked goods
Retail e-commerce grows as consumers appreciate convenience and home delivery
Staple Foods in Denmark - Industry Overview
Steady growth in staple foods is driven by necessity, convenience, and sustainability
KEY DATA FINDINGS
Steady growth is driven by necessity and occasional indulgence
The expansion of private label influences staple foods in 2025
A focus on sustainability and local sourcing rises in Denmark during 2025
Steady growth in staple foods is set to be driven by necessity and evolving consumer preferences
Rising health and wellness concerns drive change in staple food portfolios
Distribution channels are set to evolve amid cost pressures and convenience trends
Coop Danmark A/S maintains its leadership in staple foods despite a slight share decline
Rahbekfisk A/S leads value growth in staple foods driven by demand for frozen seafood
Discounters strengthens its leadership through competitive pricing and private label
Retail e-commerce grows as consumers appreciate convenience and flexibility
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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