COMPETITIVE LANDSCAPE
Britannia Industries leads with a well-rounded product portfolio and widespread distribution reach
Britannia Industries continued to lead baked goods in India with a largely stable retail value share in 2025. In a highly fragmented competitive landscape, the company leveraged the strength of its diverse range of products, covering major categories like leavened bread and rapidly expanding categories like packaged cakes and packaged pastries.
Health and wellness trend and quick-commerce disrupt the competitive landscape
However, the competition in baked goods is intensifying, particularly as urban lifestyles continue to evolve. Growing health awareness is driving increased consumer focus on emerging brands that highlight clean label ingredients, whole grains and added functional benefits like higher protein or fibre.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in India 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 India, 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 India 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 India?
- Which are the leading brands in Baked Goods in India?
- How are products distributed in Baked Goods in India?
- 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 India?
- 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 India - Category analysis
KEY DATA FINDINGS
Steady growth in demand for baked goods driven by convenience and versatility
Emphasis on nutritional benefits
Players focus on pack sizes and flavours to provide a competitive edge for packaged cakes and pastries
Evolving lifestyle patterns to increase the consumption of bread
Government initiatives and low penetration offer substantial growth potential for packaged cakes and pastries
Expansion in distribution reach and prospective labelling regulatory revisions to drive consumer access and scrutiny
Britannia Industries leads with a well-rounded product portfolio and widespread distribution reach
Health and wellness trend and quick-commerce disrupt the competitive landscape
E-commerce leverages wider assortments and convenience to post the fastest retail value sales and share growth
Preference for affordable, artisanal baked goods through traditional grocery retailers
Staple Foods in India - Industry Overview
Rice remains central to staple foods’ performance
KEY DATA FINDINGS
Convenience is a consumption driver
Consumers look for nutritional value
Pursuit of wellness covers a myriad of aspects in staple foods
Further fast retail value growth projected for staple foods
Modern channels to increase the pressure on small local grocers
Government regulations to improve transparency and affordability
The competitive landscape remains highly fragmented
Health consciousness increases the focus on brands offering quality, transparency and minimal processing
Small local grocers enjoy unmatched last-mile connectivity
Large modern grocery retailers and e-commerce increase their weight in staple foods distribution
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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