Bakery & Pastry: Expansion of Key Market Players


This month Mintel is focusing on the frozen bakery and pastry sector and on the expansion of key market players, which help shape the industry.. Mintel has identified some of the key players across Europe as well as their current product expansions.

Frozen bakery and pastry continues to be dominated by Dr Oetker and Nestlé in Europe, with the brands mostly focused on frozen pastry dishes, primarily deep-freeze pizza, but diversifying their products. There continues to be expansion into frozen desserts from several brands, with innovation happening around sweet pizza from major players in the UK and the Netherlands.

Investments in innovation

Brands are also likely to invest in R&D for other frozen pizza-inspired dishes to expand into Europe, such as breakfast pizza which is in high demand in the US or croissant pizza, an innovation from Japan. Dr. Oetker, both with pizza brands like Ristorante and Tradizionale as well as the sweet frozen pastry range ‘MyDeli’ is the dominating brand in several Western and Central European markets, including Austria, Belgium, Netherlands and Poland. Dr. Oetker is also the dominant international player in France and the UK, although brands based in the countries remain more successful than the two global players. Nestlé holds the largest market share in Spain, Switzerland and Germany, particularly due to the popularity of its ‘Wagner’ Pizza brand, as well as the Pizza Brands Buitoni and Giorno. Dr Oetker is a close second in Germany however, and...

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