Pastry market in ASEAN

Earlier Report Observations

In 2018, the ASEAN pastry market reached $1 439 million, supported by rapid urbanization and a young population, particularly in Vietnam, alongside the entry of foreign brands that intensified competition and spurred investments in production technology. The following year, however, the market contracted by 5% to $1 361 million as consumer preferences gradually shifted toward less sweet and healthier options, and coffee-pastry combination business models gained traction.

The COVID-19 pandemic dramatically altered market dynamics in 2020, driving a 64% surge to $2 230 million as consumers sought convenient and safe pastry products, accelerating the adoption of online sales channels. By 2021, the market stabilized at $2 213 million amid economic recovery and tightening food safety regulations that required stricter compliance from producers.

Growth resumed in 2022 with a 10% increase to $2 429 million, followed by a further 15% rise to $2 798 million in 2023. This expansion was underpinned by sustained consumption in urban centers, continued investment in new product development—including healthier alternatives—and the ongoing expansion of online sales and café-pastry formats.

Production pastry in ASEAN

In kind, 2017-2020, K t

Top producers of pastry, 2017-2020

World map of production of pastry, 2017-2020

Pastry production in ASEAN rebounded after two years of decline. In 2020, ASEAN produced 587.2 K t of pastry, marking a significant 31.1% year-over-year increase. Looking at the broader period from 2017 to 2020, production grew by 26.1%, which translates to an annualized growth rate of 8.1%. The lowest production level was recorded in 2019 at 448.0 K t, while the largest decline occurred in 2018 with a 2.6% drop.

Annual dynamics of production in ASEAN in kind, 2017-2020, K t

In value, 2017-2020, M $ US

ASEAN's pastry production in monetary terms also recovered following a two-year reduction. In 2020, the output was valued at 2 329 M $ US, representing a substantial 66.4% increase compared to the previous year. Over the 2017-2020 period, production rose by 29.7%, equating to an annualized growth rate of 9.1%. The minimum value was observed in 2019 at 1 400 M $ US, which also saw the largest decline of 15.6%.

Annual dynamics of production in ASEAN in value, 2017-2020, M $ US

Exports pastry from ASEAN

Exports in kind, K t

After two consecutive years of growth, ASEAN's pastry export volume experienced a decline. In 2020, exports stood at 250.3 K t, reflecting a 17.3% decrease from the prior year. However, over the entire 2017-2020 period, exports still managed to increase by 2.5%, with a compound annual growth rate (CAGR) of 0.8%. The peak export volume was recorded in 2019 at 302.5 K t, while the largest increase occurred in 2018 with a 21.8% rise.

Annual dynamics of product's exports from ASEAN in kind, 2017-2020, K t

From 2017 to 2020, ASEAN's pastry exports in kind were distributed across a diverse range of partner countries. Japan accounted for 7.9% of exports, China for 7.3%, and the United States for 7.2%. Together, these three countries represented just 22.5% of total export flows, indicating a highly fragmented market.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from ASEAN in kind, 2017-2020

Exports in value, M $ US

In 2020, ASEAN's cross-border pastry shipments in monetary terms reached 993 M $ US, showing a modest 5.0% increase compared to the previous year. Over the 2017-2020 period, exports grew by 5.4%, with a CAGR of 1.8%. The highest value was recorded in 2018 at 1 088 M $ US, which also saw the largest increase of 15.5%. Conversely, the largest decline occurred in 2019 with a 13.1% drop.

Annual dynamics of product's exports from ASEAN in value, 2017-2020, M $ US

During the 2017-2020 period, China was the largest buyer of ASEAN pastry in value terms, accounting for 8.4% of exports, followed by Australia and Japan, each with 8.1%. Despite their importance, these three countries combined represented only 24.6% of total export value, with the remaining 75.4% spread across numerous other trading partners.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from ASEAN in value, 2017-2020

Imports pastry to ASEAN

Imports in kind, K t

ASEAN's pastry import volume continued to grow for the second consecutive year. In 2020, imports reached 157.8 K t, reflecting a robust 12.8% increase compared to 2019. Over the 2017-2020 period, imports surged by 24.9%, with a CAGR of 7.7%. The lowest import volume was recorded in 2018 at 100.0 K t, which also experienced the largest decline of 20.8%. The most significant increase occurred in 2019 with a 39.8% rise.

Annual dynamics of product's imports to ASEAN in kind, 2017-2020, K t

Between 2017 and 2020, China played a notable role as a supplier of pastry to ASEAN, accounting for 15.1% of imports in kind. The United States followed with 5.4%, and South Korea with 3.0%. However, their combined share reached only 23.5% of total imports, highlighting the diversified nature of ASEAN's import sources.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to ASEAN in kind, 2017-2020

Imports in value, M $ US

ASEAN's pastry imports in monetary terms grew for the third year in a row. In 2020, imports totaled 628 M $ US, showing a gradual 7.0% increase from 2019. Over the 2017-2020 period, imports expanded by 35.9%, which translates to an annualized growth rate of 10.8%.

Annual dynamics of product's imports to ASEAN in value, 2017-2020, M $ US

From 2017 to 2020, the geographical structure of ASEAN's pastry imports in value terms was highly diversified. China accounted for 8.4% of imports, Japan for 6.2%, and the United States for 5.8%. Together, these three countries represented only 20.4% of total import flows, while the remaining 79.6% was distributed among many smaller partner countries.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to ASEAN in value, 2017-2020