COMPETITIVE LANDSCAPE
Migros Genossenschaftsbund eG remains the leading company, while artisanal bakeries face structural pressures
Migros Genossenschaftsbund eG was the leading company in baked goods in 2025, further increasing its share. The company’s private label range, Migros, focuses on mid- to lower-priced products, combining good quality with affordability, which appeals to cost-conscious consumers.
Dr. Schär leads growth in 2025, driven by gluten-free and specialty nutrition
Dr. Schär AG/SpA was the most dynamic company in baked goods in 2025, recording the strongest value growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Switzerland 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 Switzerland, 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 Switzerland 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 Switzerland?
- Which are the leading brands in Baked Goods in Switzerland?
- How are products distributed in Baked Goods in Switzerland?
- 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 Switzerland?
- 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 Switzerland - Category analysis
KEY DATA FINDINGS
Baked goods records resilient growth driven by convenience and health trends
Baked goods records stable value growth amid cost pressures and regulatory changes
Frozen baked goods and packaged flatbreads drive growth in baked goods in 2025
Swiss baked goods is expected to sustain growth despite supply risks and shifting consumer perceptions
Health and wellness is expected to drive innovation and demand in Swiss baked goods
Sustainable sourcing is set to drive ethical and environmentally friendly baked goods
Migros Genossenschaftsbund eG remains the leading company, while artisanal bakeries face structural pressures
Dr. Schär leads growth in 2025, driven by gluten-free and specialty nutrition
Artisanal bakeries face a decline as supermarkets gain share in baked goods
Retail e-commerce drives value growth in baked goods but remains a niche channel
Staple Foods in Switzerland - Industry Overview
Value growth is driven by convenience, health and sustainability in 2025
KEY DATA FINDINGS
Convenience remains a key growth driver for staple foods in Switzerland
Health and wellness trends shape demand for staple foods in 2025
Sustainability and premiumisation reinforce differentiation in staple foods in Switzerland
Value sales of staple food is set to grow amid health, convenience and sustainability trends
Innovation in staple foods is likely to focus on health, clean labels and sustainability
Rising costs and external risks may put upward pressure on staple food prices in Switzerland
Migros consolidates its leadership through private label, local sourcing and strategic investments
Kraft Heinz Co. and Beyond Meat Inc. drive value growth through shelf-stable and plant-based innovation
Supermarkets maintains its leadership in the distribution of staple foods
Convenience drives rapid growth for retail e-commerce in staple foods
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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