COMPETITIVE LANDSCAPE
Vel Pitar SA ranks first in fragmented landscape
The large volume of artisanal bread producers in Romania shapes the competitive landscape. Virtually all localities from communes to big cities have a diverse range of producers from small workshops through to major manufacturers.
Mondelez Romania Snacks Production SRL enjoys dynamism
Smaller companies were the most dynamic players in 2025, appealing to consumers with higher disposable incomes and who are more open to novelties. In terms of sales, Milka from Mondelez Romania Snacks Production SRL was the most dynamic brand following the launch of Milka croissants in 2024, which benefited from advertising campaigns and strong distribution.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Romania 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 Romania, 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 Romania 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 Romania?
- Which are the leading brands in Baked Goods in Romania?
- How are products distributed in Baked Goods in Romania?
- 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 Romania?
- 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 Romania - Category analysis
KEY DATA FINDINGS
Premium baked goods help to lift value sales
Unpackaged bread dictates sales performance
Strong performance in frozen baked goods
Large volume of artisanal producers will support sales of unpackaged bread
Strong appreciation for low-priced breads but healthier options are gaining appeal
Local tradition of cake consumption will support sales growth
Vel Pitar SA ranks first in fragmented landscape
Mondelez Romania Snacks Production SRL enjoys dynamism
Sales via the modern channel are becoming more prominent
Retail e-commerce enjoys strong growth
Staple Foods in Romania - Industry Overview
Consumption weakens amid high living costs
KEY DATA FINDINGS
Price inflation impacts staple foods
Lower bread consumption influences category dynamics
Price inflation is set to weigh on category sales
Economic uncertainty will shape purchasing habits
Modern retailers stands to gain from provision of affordable products
Highly fragmented landscape due to artisanal producers
Pirifan Distribution enjoys dynamism in hot cereals
CHANNELS
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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