COMPETITIVE LANDSCAPE
Artisanal producers lead sales
Artisanal producers are expected to command the largest share of baked goods by value in Serbia in 2025, reflecting their strong position within baked goods. Their success is driven by a growing consumer preference for high-quality, indulgent, and visually appealing products.
Frikom gains traction on back of rising demand for frozen baked goods
Frikom?doo is expected to be the most dynamic player in baked goods in 2025. Known primarily for ice cream, the player also has a very strong presence in frozen cakes, sweet bars and tarts and enjoys a high degree of consumer loyalty.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Serbia 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 Serbia, 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 Serbia 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 Serbia?
- Which are the leading brands in Baked Goods in Serbia?
- How are products distributed in Baked Goods in Serbia?
- 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 Serbia?
- 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 Serbia - Category analysis
KEY DATA FINDINGS
Convenience and premiumisation drive growth
Growing demand for fresh and convenient baked goods
Frozen baked goods sees dynamic growth
Convenience and premiumisation to drive growth
Health and wellness trend will continue to gain traction
Government price controls will moderate baked goods inflation
Artisanal producers lead sales
Frikom gains traction on back of rising demand for frozen baked goods
Supermarkets remains leading channel for baked goods
E-commerce continues to gain traction
Staple Foods in Serbia - Industry Overview
Busy lifestyles drive demand, but consumers remain price sensitive
KEY DATA FINDINGS
Increasingly busy lifestyles drive sales
Shift towards healthier offerings, especially in breakfast cereals
Consumers remain price sensitive
Fast-paced lifestyles to drive continued growth
Health and wellness trend will gain traction
Price sensitivity will continue to shape consumer behaviour
Artisanal producers lead sales
Benlian leads growth having tapped into health and wellness trend
Private label solidifies its presence amid ongoing consumer price sensitivity
Supermarkets strengthens lead as primary channel
E-commerce continues to see rapid growth
Discounters gain traction on back of heightened consumer price sensitivity
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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