COMPETITIVE LANDSCAPE
Brennan’s Bakeries maintains its leadership through brand strength and health-focused innovation
Brennan’s Bakeries retained its leadership position in the Irish baked goods market in 2025, although it experienced a slight decline in share during the year. The company benefits from strong brand recognition and extensive distribution across major retailers, including Tesco, Dunnes Stores, and SuperValu.
Promise Gluten Free leads growth in 2025 through innovation in free-from and health focused baked goods
Promise Gluten Free was the most dynamic company in baked goods in Ireland 2025. The brand established a strong position by meeting growing consumer demand for free-from and better-for-you products.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Ireland 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 Ireland, 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 Ireland 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 Ireland?
- Which are the leading brands in Baked Goods in Ireland?
- How are products distributed in Baked Goods in Ireland?
- 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 Ireland?
- 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 Ireland - Category analysis
KEY DATA FINDINGS
Growth for baked goods is driven by convenience, premium flavours and the expansion of retail e-commerce
Baked goods achieve value growth as consumers shift towards convenient formats and premium flavour innovations
Cakes lead value growth while flatbreads and artisanal loaves sustain momentum through versatility and heritage appeal
Baked goods is set for modest growth as artisanal products and private label ranges drive competitive shifts
Health and wellness trends will accelerate clean-label and free-from innovation across the forecast period
Sustainability will gain prominence as local sourcing and packaging reduction shape baked goods
Brennan’s Bakeries maintains its leadership through brand strength and health-focused innovation
Promise Gluten Free leads growth in 2025 through innovation in free-from and health focused baked goods
Supermarkets retains its lead of distribution, supported by Tesco, Dunnes and SuperValu
The rising adoption of home delivery and click-and-collect supports growth for retail e-commerce
Staple Foods in Ireland - Industry Overview
Demand for value, health and sustainability drive growth in staple foods
KEY DATA FINDINGS
Rising demand for value, convenience and healthier options drive growth in 2025
Sustainability becomes an influential driver of consumer choice in staple foods
Rising costs influence purchasing behaviour as Irish consumers balance value with quality
Value sales are expected to rise as price inflation and shifting lifestyle priorities shape demand
Reformulation, value innovation and sustainability are set to define competitive strategies
Retail e-commerce and discounters are expected to gain momentum
Pilgrim’s Europe maintains its leadership through broad availability and diversified offerings
Tesco Ireland strengthens its position through private label expansion and a multi-tiered value strategy
Supermarkets retains its lead through strong brand loyalty and a wide product assortments
Retail e-commerce accelerates as rapid delivery and improved fulfilment services reshape 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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