COMPETITIVE LANDSCAPE
Ceres Sütoipari Zrt retains its lead while discounters expands its ranges
Ceres Sütoipari Zrt remained the leading company in baked goods in 2025, further increasing its share during the year. Its Ceres brand continued to lead the category owing to its strong presence across bread, cakes, and pastries, with its packaged leavened bread delivering a particularly notable share increase in 2025.
Ferrero and Mondelez gain momentum as premium bakery innovation accelerates
Ferrero Magyarország Kft and Mondelez Hungária Kft both recorded dynamic performances in 2025, although strong value growth was supported by expansion from a relatively low base. Ferrero strengthened its presence in baked goods with the launch of the Nutella Muffin, while Mondelez continued to build momentum through its Milka portfolio, including the Milka Brownie.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Hungary 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 Hungary, 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 Hungary 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 Hungary?
- Which are the leading brands in Baked Goods in Hungary?
- How are products distributed in Baked Goods in Hungary?
- 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 Hungary?
- 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 Hungary - Category analysis
KEY DATA FINDINGS
Indulgence, convenience, and frozen formats drive sales of baked goods
Premium and indulgent baked goods outperform basic staples amid cost-of-living pressures
Convenience and brand trust fuel rising demand for dessert mixes in Hungary
Sales of baked goods will be driven by premium, convenient and indulgent offerings
Health-focused options are set to gain momentum as consumers seek gluten-free, wholegrain, and free-from goods
Sustainability and regulatory trends are expected to shape the future of baked goods
Ceres Sütoipari Zrt retains its lead while discounters expands its ranges
Ferrero and Mondelez gain momentum as premium bakery innovation accelerates
Discounters leads distribution while improving its share through appealing price points
Convenience retailers gain ground as retail e-commerce remains constrained by frozen logistics
Staple Foods in Hungary - Industry Overview
Price pressure and changing consumer habits influence staple foods in 2025
KEY DATA FINDINGS
Stagnant sales of staple foods amid macroeconomic pressures in 2025
Demographic shifts and health trends shape the consumption of staple foods
Convenience and sustainability impact the performance of staple foods in Hungary
Rising unit prices and changing consumer habits are set to drive value growth in staple foods
Health focused, functional products are expected to gain traction in Hungary
The integration of digital and physical channels is set to shape the future of staple foods
COMPETITIVE LANDSCAPE
Pick Szeged Zrt strengths its lead through strong sales of processed meat and seafood
Nádudvari Élelmiszer Kft drives dynamism as private label quality rises in staple foods
Discounters strengths its lead through a broad assortments and appealing price points
Retail e-commerce and hybrid stores drive dynamic growth in Hungary’s staple foods
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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