The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreMay 2017
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As one of the biggest packaged food categories by volume, bread holds huge sway over the prospects of several ingredients. These range from commodities to speciality ingredients, which control shelf life and texture or add health benefits. Changes to the way bread is consumed have led to ramifications for the ingredients industry. This report considers these changes and evaluates the effect to date on the ingredients industry, whilst also exploring the future direction of bread ingredients.
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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.
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.
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.
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.
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.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.