COMPETITIVE LANDSCAPE
Pågen AB secures a strong lead
Artisanal baked goods lead the category due to being perceived as fresh and of high quality while also catering to local tastes. Pågen AB is the leading player thanks to its strong heritage, wide product portfolio, and consistent focus on quality.
Axfood AB builds on success through expansion of discount chain Willys
Axfood AB witnessed strong growth in baked goods over 2025, driven by the broader strength of its retail operations, especially through its discount chain Willys, which is performing well and attracting more customers through competitive prices. It is noteworthy that the Willys chain also continues to grow and is opening new outlets, helping the company’s private label to reach even more customers.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
- Which are the leading brands in Baked Goods in Sweden?
- How are products distributed in Baked Goods in Sweden?
- 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 Sweden?
- 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 Sweden - Category analysis
KEY DATA FINDINGS
Purchasing decisions are shaped by price and provenance
Snacking solutions and premium lines attract consumers
Importance of indulgence and celebratory occasions drives sales of cakes
Steady progress in the mature baked goods category
Baked goods tap into high protein and gluten-free trends
Brands and private label emphasise Swedish origin where possible
Pågen AB secures a strong lead
Axfood AB builds on success through expansion of discount chain Willys
Supermarkets leverage proximity and heritage to secure over half of retail sales
Warehouse clubs bring a new style of retailing to Sweden
Staple Foods in Sweden - Industry Overview
Brighter performance for staple foods
KEY DATA FINDINGS
Modest growth over 2025
Health and convenience to spearhead product development
Local product origin tempts Swedes
Premiumisation trend will support value growth
Health and wellness formulas to gain traction
Strategic efforts will step up a gear
Retailers hold strong position with private label
Dynamic growth for plant-based player Nordic Green Food AB
Supermarkets lead in the Swedish market
Costco expands in Sweden
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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