COMPETITIVE LANDSCAPE
Market leaders benefit from extensive networks, product breadth and sustained innovation
Bakehuset AS maintained its leading position in 2025. Its extensive network of regional bakeries allowed it to supply fresh bread, pastries and bakery snacks nationwide, while its focus on wholegrain, fibre-rich and functional products aligned closely with consumer health priorities.
Traditional specialists gain momentum through premiumisation, heritage and high-quality ingredients
Engers Lefsebakeri strengthened its presence by combining traditional craftsmanship with modern product development. Its focus on locally sourced potatoes, artisanal heritage and minimal packaging resonated strongly with consumers seeking authentic bakery products.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Norway 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 Norway, 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 Norway 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 Norway?
- Which are the leading brands in Baked Goods in Norway?
- How are products distributed in Baked Goods in Norway?
- 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 Norway?
- 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 Norway - Category analysis
KEY DATA FINDINGS
Freshness, indulgence and health-centred innovation drive positive category momentum
Demand rises as consumers balance tradition with healthier and more premium bakery choices
Unpackaged pastries gain traction as consumers seek freshness, craftsmanship and convenience
Rising costs of key ingredients influence assortment choices and fuel interest in local and simpler recipes
Steady growth expected as innovation in health, convenience and sustainability shapes category evolution
Health and wellness trends encourage reformulation and cleaner labels
Technology and sustainability reshape production, distribution and product innovation
Market leaders benefit from extensive networks, product breadth and sustained innovation
Traditional specialists gain momentum through premiumisation, heritage and high-quality ingredients
Supermarkets remain the central distribution hub due to strong availability and broad assortments
Retail e-commerce accelerates as digital shopping habits strengthen and wider assortments become available
Staple Foods in Norway - Industry Overview
Rising interest in healthier, more sustainable choices supports positive value growth
KEY DATA FINDINGS
Convenience, health considerations and cost-consciousness shape staple foods consumption
Local sourcing and the New Nordic ethos fuel interest in traditional and plant-forward staples
Growing focus on sustainable dietary choices reshapes demand patterns
Stable value growth expected as health, sustainability and product variety continue to influence demand
More targeted health and wellness innovation emerges as consumers seek functional benefits
Distribution evolves as e-commerce strengthens and sustainability shapes supply chain strategies
Established domestic players maintain leadership through strong sourcing and trusted local brands
Premium organic producers and private label intensify competitive pressure
Supermarkets retain a dominant role due to broad assortments and strong shopper loyalty
Retail e-commerce accelerates as digital habits persist and assortment breadth expands
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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