COMPETITIVE LANDSCAPE
Aldi leads in baked goods, while Harry-Brot remains the number one brand manufacturer
Aldi Einkauf GmbH & Co oHG is set to remain the leading player in baked goods in Germany in 2025, underlining the importance of the private label segment in the market, with retailers such as Rewe Markt GmbH, Lidl Stiftung & Co KGa and Edeka Zentrale AG & Co KG also having a prominent presence in the category. Harry-Brot is set to be the leading company in baked goods in 2025, anchored by its scale in packaged bread and rolls and its long-established national distribution.
Private label performing well
Private label suppliers and retailer-owned bakery operations are set to be amongst the most dynamic players in baked goods in 2025. Stronger in-store bakery ranges, frequent recipe updates, and sharp pricing have helped retailers’ own brands to gain ground without relying on heavy advertising or complex product stories.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Germany 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 Germany, 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 Germany 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 Germany?
- Which are the leading brands in Baked Goods in Germany?
- How are products distributed in Baked Goods in Germany?
- 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 Germany?
- 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 Germany - Category analysis
KEY DATA FINDINGS
Essential status supports continued demand despite economic challenges
Value holds up as discounters and bake-off lead
Unpackaged bread sales boosted by discounters’ expansion
Bread and rolls remain everyday staples
Healthier choices rise with whole grain, fibre and simpler recipes
Greener packs and smarter baking cut waste and keep shelves fresh
Aldi leads in baked goods, while Harry-Brot remains the number one brand manufacturer
Private label performing well
Consumers turn to discounters in times of high price sensitivity
Online sales growing
Staple Foods in Germany - Industry Overview
Affordability, convenience, and health are primary considerations
KEY DATA FINDINGS
High levels of budget consciousness
Affordability and clarity prove key
Brands need to show clear, everyday benefits in face of strong private label competition
Private label to quickly mirror brand moves
Discounters to remain key, while online channel continues to develop
Major retailers lead
Simplicity and practicality are key to success
Discounters gaining share
E-commerce maintains significant growth
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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