COMPETITIVE LANDSCAPE
Artisanal bakeries maintain strong influence despite retail expansion
Artisanal products remain the dominant force in baked goods across the Netherlands. Thousands of local bakeries continue to serve neighbourhood communities with fresh bread, pastries and cakes, preserving a strong tradition of craftsmanship and quality.
Private label strengthens bakery credentials through value and freshness
Private label performed particularly well within baked goods in 2025, driven by the continued success of discounters and supermarkets offering in-store bakery experiences. Lidl stood out for its well-regarded bakery sections, known for combining affordability with strong perceived quality.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Netherlands 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 Netherlands, 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 Netherlands 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 Netherlands?
- Which are the leading brands in Baked Goods in Netherlands?
- How are products distributed in Baked Goods in Netherlands?
- 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 Netherlands?
- 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 the Netherlands - Category analysis
KEY DATA FINDINGS
Cocoa and sugar volatility influences product mix and pricing strategies
Cost pressures persist but affordability and innovation sustain demand
Flat bread benefits from changing meal habits and cultural diversification
Premiumisation and diversification expected to define category growth
Health and wellness priorities shape innovation and positioning
Sustainability and local sourcing reinforce the category’s positive image
Artisanal bakeries maintain strong influence despite retail expansion
Private label strengthens bakery credentials through value and freshness
Food specialists retain a strong presence through artisanal appeal
Convenience stores gain traction with ready-to-eat baked goods
Staple Foods in the Netherlands - Industry Overview
Evolving consumer priorities reshape staple food consumption
KEY DATA FINDINGS
Affordability drives demand while health and authenticity gain prominence
Shifting eating habits redefine everyday consumption
Mature category poised for steady growth
Health and wellness trends reshape product development
Authenticity and private label to remain strong competitive forces
Artisanal and private label products dominate the market landscape
Authenticity and cultural specialisation underpin brand success
Supermarkets remain central to staple food retailing
Discounters gain further ground amid affordability concerns
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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