Food Forward

Baking a Difference: How Frozen Bakery is Reshaping Food Service

Due to changing lifestyles and preferences, the demand for convenient food options in Asia-Pacific is rapidly increasing. This growth is driven by the young population, rising disposable income, and urbanization in emerging economies.

The acceptance of frozen food is also growing due to changing consumer habits and influence from Western culture.

The COVID-19 outbreak disrupted the foodservice industry, leading to supply chain issues and closures of food and beverage outlets. As a result, the demand for frozen food in this sector has risen significantly.

From Freezers to Tables: Frozen Bakery Market in Asia-Pacific

Frozen food is stored at freezing temperatures for human or animal consumption. Strict regulations are enforced globally to ensure food safety. Adhering to these guidelines is essential to prevent foodborne illnesses during storage.

In 2020, frozen foods proved to be a powerhouse during the pandemic, generating USD 65.1 billion in retail sales, marking a substantial 21% surge compared to the previous year.

Furthermore, they continued to experience significant growth with a notable CAGR in 2021, as reported by the American Frozen Food Institute (AFFI) and The Food Industry Association (FMI)1.

Frozen ready meals claimed the largest market share in the frozen food sector in 2022, displaying a 3.6% CAGR2.

Frozen ready meals include items like baked goods, snacks, and desserts, packaged for immediate consumption. Among these, frozen bakery products are seeing a notable increase in demand.

The Asia Pacific market for frozen bakery products is expected to experience a CAGR of 8.6% between the projected period from 2023 to 20283

The Rising Popularity of Frozen Bakery in Food Service

The food service sector stands as the primary market for frozen goods, it is anticipated to maintain a 4.1% of CAGR over the forecast period (2023 – 2031)4. The rising food service market is driving increased demand for frozen bakery products.

In 2018, the hotel, restaurant, and catering segment accounted for over 16% of the volume share and is projected to exhibit gradual growth over the forecast period from 2018 until 20265. This segment comprises fast-food chains, family restaurants, and hotels serving quick meals, speeding up table turnover. Demand will be boosted by the growing global tourism industry, benefiting the frozen bakery market in the forecast period.

In a swift response to changing consumer preferences, the food service sector has expanded its offerings to include frozen baked goods that are designed for either easy baking or thawing.

The demand for convenient frozen baked goods is driven by cafes, restaurants, in-store bakeries, and coffee shops. They buy frozen products, thaw, and bake them, providing customers with instant indulgence.

Bakeries are catering to health-conscious consumers with specialty frozen products, free from gluten, dairy, peanuts, and soy protein.

Bites and Battles: Challenges Faced by the Food Service Industry

Supply Chain Hiccups

The food service industry, especially bakeries focusing on freshness and specific ingredients, must adapt to complex supply chain disruptions.

Shelf-Life Management

Preserving freshness is difficult due to baked goods’ limited shelf life, leading to high food waste and ecological impact, making customer satisfaction crucial.

Changing Consumer Lifestyles

Consumers’ busy schedules and desire for convenience drive the demand for frozen food in the food service industry, offering time-saving solutions without compromising quality.

Professional Problem-Solving Solutions

Today, to combat the challenges facing by the food service business, deep and fast freezing method is the most practical and efficient form of production, consumption, and storage of food products.

Hiestand, founded by Swiss baker Fredy Hiestand in the late 1960s, emerged from a desire to deliver oven-fresh delicacies around the clock. Hiestand’s initial experiments with frozen croissants in Zurich led to years of relentless refinement, and in 1988, he achieved a significant breakthrough – the pre-proven Gipfel, an exquisite Swiss rendition of the beloved croissant.

Drawing from traditional Swiss artisanal recipes while embracing innovative technology and focusing on convenience, Hiestand has come a long way from a simple bakery, ascending to an iconic establishment today.

Their dedication to using the finest ingredients in their creations fostered a deeper connection with consumers, captivating hearts, and satisfying taste buds.

The Hiestand’s frozen bakeries are produced in four convenience levels with delightful solutions to the food service industry:

Level 1 Raw Dough

The unfermented dough:

  • Deep frozen after shaping the piece of dough.
  • Defrost fully before baking for 20 – 30 minutes.

Level 2 Pre-Proven

The pre-fermented dough:

  • Deep frozen after fermentation.
  • Ready to serve in approximately 30 minutes.
  • Simple handling thaw for 5 – 10 minutes before baking in the oven.

Level 3 Par-Baked

The semi-baked products:

  • Deep frozen after 3/4 of baking.
  • Ready to serve within 10 – 20 minutes.
  • Simple handling: deep frozen directly into the oven.

Level 4 Thaw & Serve

The ready-baked product:

  • Deep frozen after baking.
  • Simple handling: ready to serve in 3 minutes after defrosting.
  • Suitable for customers without technical equipment.

The frozen pastry collection at Hiestand is classified into Gipfel croissants, bread, sweet pastry, savoury pastry and semi-prepared product.

Furthermore, the preparation of the frozen pastries solely demands on oven, with no specialised knowledge or technical equipment needed. Hence, it shortens the preparation time without the effort of making them from scratch and in convenient mode.

Rest assured, the Hiestand’s products are made with additive-free grade A unsalted butter and high-protein non-GMO flour.

Capturing The Market with Innovative Bakery Solutions and Marketing

Frozen bakery can be an answer to growing demands for variety, convenience and quick-serving time within the food service industry. Ultimately, reaching out to the end-consumers is also a crucial aspect, and that is where innovative and targeted marketing efforts come in, addressing the current shifts in market trends for more unique offerings, served swiftly without compromising quality.

At DPO International, a full-suite market enabler, we work in tandem with the world’s masterpiece, Hiestand and our diverse range of options will cater to your specific business needs.


  1. Fortune Business Insights (2023). Frozen Food Market Size, Share & COVID-19 Impact Analysis, By Type (Frozen Ready Meals, Frozen Seafood & Meat Products, Frozen Snacks & Bakery Products, and Others), Distribution Channel (Supermarkets/ Hypermarkets, Specialty Stores, Convenience Stores, and Online Retail), and Regional Forecast, 2023-2030.
  2. Mishra, H. (2023). Frozen Food Market Expected to Reach $607.2 Billion by 2032. Medium.
  3. Asia Pacific Frozen Bakery Products Market (2023). Market Data Forecast.
  4. Straits Research (2023). Frozen Food Market: Information by Product Category (Ready-to-cook, Ready-to-Drink), Product Types (Frozen Ready Meals), Distribution Channel (Online Retail, Specialty Stores), Users (Retail), and Region – Forecast Till 2031.