COMPETITIVE LANDSCAPE
Chipita SA maintains its leading position while Karamolegos and Kris Kris remain the top selling brands
Artisanal baked goods continued to lead baked goods in Greece in 2025, with bakeries and small retailers accounting for the majority of sales. As a result, the broader competitive landscape remained highly fragmented.
Emfi SA records strong value growth following rebranding and strategic expansion
Emfi SA was the most dynamic company in 2025, recording the strongest value growth across the competitive landscape. Following a recent rebranding, the company is now operating as Menne SA and has been actively pursuing growth through partnerships with other major players to enhance visibility and sales.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Greece 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 Greece, 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 Greece 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 Greece?
- Which are the leading brands in Baked Goods in Greece?
- How are products distributed in Baked Goods in Greece?
- 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 Greece?
- 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 Greece - Category analysis
KEY DATA FINDINGS
Convenience, health, and innovation drive growth in baked goods in Greece
Rising demand for convenience drives growth in packaged baked goods
Innovation and wider accessibility fuel growth in dessert pies and tarts
Convenience and product innovation is set to support growth for baked goods
Rising health awareness is expected to drive demand for functional and whole-grain baked goods
Frozen dough will remain a key growth area as major and traditional players pursue strategic expansion
Chipita SA maintains its leading position while Karamolegos and Kris Kris remain the top selling brands
Emfi SA records strong value growth following rebranding and strategic expansion
Food/drink/tobacco specialists lead, however, share is lost to other modern grocery retailers
Modern retail and retail e-commerce drive growth by offering convenience and a wide range of products
Staple Foods in Greece - Industry Overview
Convenience, health and sustainability drive steady growth in staple foods
KEY DATA FINDINGS
Demand for convenience and shelf stable options drive growth in staple foods
Rising operational costs influence consumer food choices in Greece
Health, nutrition and functional claims drive consumer choices in 2025
Steady growth is predicted for staple foods, driven by convenience and longer shelf life
Sustainability is expected to grow in importance across the forecast period
There is set to be a rising demand for healthier and functional food options
Competitive pricing and high-quality private label allows Lidl Hellas & Co EE to retain its lead
Growing visibility and diversification strengthens Fytro SA’s presence
Food/drinks/ tobacco specialists faces challenges amid rising costs and supermarket competition
Hypermarkets and retail e-commerce drive growth as consumers appreciate affordable price points
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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