COMPETITIVE LANDSCAPE
Gardenia Foods continues to lead through its strength in leavened bread
Gardenia Foods is projected to remain the leading company in baked goods in 2025, with only a very marginal dip in retail value share. The company offers the Gardenia brand across a range of categories, including leavened bread, flat bread and pastries.
Lotte Choco Pie fits with indulgence and convenience trends to gain momentum
Lotte Confectionery (SEA) is projected to be the most dynamic player in baked goods terms of retail value sales growth over 2025. Although from a low base, with a significant presence in cakes only, Lotte Confectionery (SEA)’s strength lies in its Lotte Choco Pie brand within packaged cakes.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- Which are the leading brands in Baked Goods in Singapore?
- How are products distributed in Baked Goods in Singapore?
- 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 Singapore?
- 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 Singapore - Category analysis
KEY DATA FINDINGS
Premiumisation drives the category
Bread remains a versatile, essential item in local households
Fresh, premium demand spurs shift to unpackaged cakes
Urban lifestyles favour on-the-go options
Health and wellness to drive reformulations and new product launches
Foodservice is predicted to remain a cornerstone of baked goods
Gardenia Foods continues to lead through its strength in leavened bread
Lotte Choco Pie fits with indulgence and convenience trends to gain momentum
Food specialists dominate distribution with fresh, premium baked goods offers
Vibrant bakery café scene provides fertile ground for new and exciting offerings
Staple Foods in Singapore - Industry Overview
Premiumisation and innovation amidst maturity spur retail value over volume sales growth
KEY DATA FINDINGS
Dried pasta and muesli and granola see the highest growth in retail value sales
Premiumisation and flavour profiles stimulate baked goods and instant noodles
Convenience underpins new launches in baked goods and frozen processed poultry
State support and new entries offer growth opportunities
New offerings to cater to an increasingly health-conscious consumer base
The foodservice tie-up is expected to remain a key strategy
PSC Corp leverages strength in tofu to lead staple foods
Shift in dietary preferences boosts the performance of Weetabix’s Alpen
Supermarkets develop through digitalisation, strategic partnerships and value propositions
Functionality, accessibility and safety improvements are behind e-commerce’s strong retail value sales growth
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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