COMPETITIVE LANDSCAPE
Artisanal has a dominant position in baked goods
Despite the growing variety and innovation in the world of packaged baked goods, most sales in Italy come from artisanal products, purchased fresh, unpackaged, directly from bakeries and pastry shops. This is not surprising when you consider the deep and long-standing connection Italians have with these local businesses, which are much more than just places to buy food.
Morato Pane SpA achieves dynamism through innovation
Morato Pane SpA is the most dynamic baked goods company in 2025. Constant innovation in recent years has been one of the main drivers of Morato Pane's growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Italy 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 Italy, 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 Italy 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 Italy?
- Which are the leading brands in Baked Goods in Italy?
- How are products distributed in Baked Goods in Italy?
- 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 Italy?
- 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 Italy - Category analysis
KEY DATA FINDINGS
Rising interest in Italian gastronomy and higher quality ingredients supports value growth
Packaged bread becomes a favourite with Italians
Strong demand for frozen baked goods boosted by widespread use of air fryers
Bread and packaged cakes to show resilience despite shift towards healthier and balanced diets
Health-led innovations will transform essential baked goods
Sustainability is a must-have strategy for players
Artisanal has a dominant position in baked goods
Morato Pane SpA achieves dynamism through innovation
Bakeries and pastry shops garner significant share of distribution
Retail e-commerce gains share by delivering greater convenience and product choice
Staple Foods in Italy - Industry Overview
Staple foods evolves to keep pace with consumer demands
KEY DATA FINDINGS
Staple foods enjoys steady growth as economic conditions stabilise
Consumers are combining sustainable choices with health and ethical motivations
Stable outlook for staple foods
Rising interest in Asian cuisine will underpin expansion of noodles
Growing demand for meat and seafood alternatives
Artisanal has a significant share due to prominence of unpackaged leavened bread
Retailers have a solid presence in fragmented landscape
Consumers are increasingly reliant on large retailers
Food specialists are a fundamental channel in staple foods
Retail e-commerce makes strong inroads in 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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