COMPETITIVE LANDSCAPE
Artisanal dominance complemented by Continente’s leadership in branded baked goods
Artisanal products continue to account for the largest share of baked goods in Portugal, valued for their freshness, traditional recipes and proximity to consumers. Among branded players, Sonae Modelo Continente Hipermercados SA holds the leading position, supported by its extensive private label portfolio.
Continente’s dynamic performance driven by constant innovation and personalised promotions
Sonae Modelo Continente Hipermercados SA was also the most dynamic company overall in 2025, supported by continuous innovation and strong promotional engagement. The retailer frequently updates its bakery range with new products such as the Bola de Berlim filled with Dubai Chocolate and regionally inspired pastries.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Portugal 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 Portugal, 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 Portugal 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 Portugal?
- Which are the leading brands in Baked Goods in Portugal?
- How are products distributed in Baked Goods in Portugal?
- 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 Portugal?
- 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 Portugal - Category analysis
KEY DATA FINDINGS
Rising costs and value-added innovation shape baked goods performance
Price inflation and premiumisation sustain value growth
Product innovation boosts packaged leavened bread performance
Continued steady growth underpinned by essential demand and premiumisation
Health and functional benefits to drive product differentiation
Industry reformulation and regulation encourage healthier recipes
Artisanal dominance complemented by Continente’s leadership in branded baked goods
Continente’s dynamic performance driven by constant innovation and personalised promotions
Supermarkets remain dominant as promotional hubs for bakery shopping
Retail e-commerce expands through convenience and spending control
Staple Foods in Portugal - Industry Overview
Price awareness, promotions and convenience continue to shape staple food consumption
KEY DATA FINDINGS
Convenience products benefit from changing meal habits and time constraints
Health-focused staples gain ground as consumers seek balance and transparency
Continued price consciousness and growth of private label lines
Meat alternatives must simplify, improve and regain consumer trust
Convenience and sustainability to define future innovation
Sonae Modelo Continente strengthens leadership through portfolio breadth and innovation
Panegara and Cofaco drive momentum through category focus and product innovation
Supermarkets consolidate their leadership through reach, variety and promotions
Retail e-commerce continues to gain ground through convenience and alignment with in-store offers
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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