Ingredients in Bread: Fresh Recipes for a Stale Industry

The type of bread consumed is divergent by market…

In developed markets, there is a clear movement away from packaged leavened bread, with consumers either eliminating bread entirely, or purchasing unpackaged artisanal bread, which is perceived as healthier. In emerging regions packaged bread is increasing in popularity as consumers prioritise taste and convenience.

…creating different ingredients opportunities

While absolute volume growth is coming from emerging markets, mature developed markets also offer opportunities, as trends such as clean label, high protein and gluten-free necessitate the development and use of new speciality ingredients.

Wheat’s dominance challenged

While wheat flour remains by far the most common flour used in bread, there is a movement towards other flours in all markets. The rise of ancient grain flours is likely to see further share taken from wheat in the coming years.

Health a running theme

Much of the change in flour type is geared towards improving health, with consumers continuing to associate bread with carbohydrate intake. Meanwhile, gluten-free and high protein address more specific concerns. Underpinning this is the continued fortification of bread with a variety of nutrients.

More experimentation going forward

Until recently, traditional white bread continued to dominate bread purchases. In addition to changes in flour type, more ingredients and processing experimentation is likely, as manufacturers look to revive a mature category in developed markets. This can be seen through renewed interest in sourdough bread, the use of alternative fibres and the continuing search for clean label ingredients.