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Consumption of frozen bakery products is still relatively low in Eastern Europe, says Rusne Naujokaityte, country research manager at Euromonitor. A well-developed fresh bakery market is already present in Eastern Europe, supported by a strong tradition of local, independent bakeries. However, frozen bakery products might be boosted by economic welfare and a faster pace of life, which would require more convenient products. Considering how underdeveloped this segment is, there is plenty of room for growth in Eastern Europe.