Mondelez Reports Increased Market Share for Cakes and Pastries, Targets 10%

Mondelez International Chairman and CEO, Dirk Van de Put, presented, in the company’s earnings call, a series of successes Mondelez had in the cake and pastries area. “Within the baked snacks segment, we’re especially excited about our strong performance in the rapidly growing cakes and pastry space,” said the CEO.

For example, Oreo Airy Cake, launched in China in March, already has achieved a 3.5% market share and 80% of the velocity of its leading competitor in large stores. Similarly, in developed markets, Mondelez is making solid progress in expanding our successful cookie and chocolate franchises into chocobakery, cakes and pastries. For instance, in the United States, Oreo Cakesters are continuing to perform well. Since the launch in 2022, it already has earned a 3.7% share of packaged snack cakes.

Give & Go is another solid success story in the North America baked snacks lineup. Share is up 0.5 point year-to-date, driven by solid pricing execution, expansion into adjacencies such as mini donuts and strong category demand. “You have to think about Give & Go as a player that makes mini cakes and pastries, so mini cupcakes, mini muffins, mini brownies, mini donuts,” said the CEO. “And that’s a very interesting segment. It’s a to-buy segment, and they do a great job in offering a quality product. Now we can make those products with some of our ingredients. So you can imagine a cupcake with Oreo on top of it. And so the branding can play a role. They’ve also started to develop their own brands.”

Meantime, in Europe, 7Days continues to advance its position as the #1 packaged croissant. Mondelez is around the 3%, 4% market share of the whole category in Europe, and they “would expect that our cakes and pastry business in the coming year should double or triple and lift us up to close to a 10% market share”, said Van de Put.