COMPETITIVE LANDSCAPE
Goodman Fielder strengthens its leadership through health-driven innovation and HSR alignment
Goodman Fielder remained the leading player in baked goods in 2025, supported by an extensive portfolio that spans flat bread, packaged bread, cakes, dessert mixes, pastries and frozen bakery items. The company’s strategy centres on developing products that balance accessibility, nutritional improvement and broader sustainability commitments, aligning closely with government health priorities.
Breadcraft expands influence through functional flat bread and artisanal sourdough innovation
Breadcraft continued to emerge as one of the most dynamic players in 2025 through the dual momentum of its Rebel Bakehouse and Cottage Lane brands. Rebel Bakehouse led innovation in functional flat bread, introducing wrap formats formulated with prebiotic fibres, vegetables and nutrient-rich grains to appeal to consumers prioritising digestive health and convenience.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in New Zealand 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 New Zealand, 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 New Zealand 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 New Zealand?
- Which are the leading brands in Baked Goods in New Zealand?
- How are products distributed in Baked Goods in New Zealand?
- 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 New Zealand?
- 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 New Zealand - Category analysis
KEY DATA FINDINGS
Growing focus on health, affordability and cleaner formulations shapes overall market momentum
Health-aligned bread innovation supports steady category expansion despite muted volumes
Cocoa-driven cost inflation and reduced discretionary spending accelerate decline in cakes
Functional evolution and rising nutritional scrutiny reshape future category dynamics
Wellness preferences drive premiumisation and artisanal growth as eating-out declines persist
Private label expansion reinforces competition and shapes value-driven purchasing habits
Goodman Fielder strengthens its leadership through health-driven innovation and HSR alignment
Breadcraft expands influence through functional flat bread and artisanal sourdough innovation
Supermarkets dominate distribution while balancing convenience, health positioning and artisan appeal
E-commerce accelerates as rapid-delivery services and digital integration reshape shopper behaviour
Staple Foods in New Zealand - Industry Overview
Economic pressures, shifting dietary priorities and evolving retail strategies shape performance in 2025
KEY DATA FINDINGS
Health, naturalness and sustainability reshape expectations of everyday staples
Retailers expand curated free-from and plant-forward assortments to support conscious shopping
Reassessment of plant-based credentials shifts focus from hype to authenticity and quality
Steady growth outlook supported by economic recovery, home-cooking habits and value-seeking behaviour
Innovation will centre on wellness, functionality and credible sustainability
Private label expansion and evolving retail strategies will reshape competition and channel dynamics
Goodman Fielder reinforces leadership through portfolio breadth, health positioning and brand revitalisation
Foodstuffs capitalises on private label strength and value positioning amid cost-of-living pressures
Supermarkets remain dominant but face mounting scrutiny and pressure for structural reform
E-commerce grows gradually as retailers refine delivery models and consumers weigh cost versus convenience
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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