Opportunity in Asia Pacific bakery: The Rise of Sourdough

While soft, sweet breads continue to dominate local preferences, the influence of European cuisines has led to an increasing demand for artisan breads, particularly sourdough loaves. According to Innova, the number of new packaged bread launches with a sourdough mention on pack in APAC tripled in 2022 as compared to five years ago.

Join us for an engaging webinar as we delve into the world of sourdough.

Opportunity in Asia Pacific bakery: The Rise of Sourdough

In the Asia-Pacific (APAC) region, the consumption of bread has seen a notable increase, rising from 8.5 million tonnes in 2017 to 9.2 million tonnes in 2021, with a projected growth to 10.3 million tonnes in 2027 (Euromonitor International). This surge can be attributed to factors such as rising disposable income, rapid urbanisation, and the demand for convenient food products due to increasingly busy lifestyles.

While soft, sweet breads continue to dominate local preferences, the influence of European cuisines has led to an increasing demand for artisan breads, particularly sourdough loaves. According to Innova, the number of new packaged bread launches with a sourdough mention on pack in APAC tripled in 2022 as compared to five years ago.

Awareness and Consumption Frequency of Sourdough

In 2022, a study commissioned by Lesaffre in Singapore, Thailand and Japan revealed that consumers in Singapore have the highest awareness of sourdough. One in 5 consumers in Singapore ate sourdough breads in the past three months,* surpassing other health-focused options like low GI, gluten-free, and organic breads. In terms of consumption frequency, majority of the consumers in all the three countries eat sourdough bread on a weekly to monthly basis.

Positive Associations

In Singapore, Thailand and Japan, sourdough is most associated to giving bread a specific taste, has a natural fermentation process, and gives bread a richer aroma. These attributes are perceived most positively by Thai consumers. In addition, Thai consumers also strongly agree that sourdough is more nutritious than normal bread, is a better-quality bread, and uses only natural ingredients.

Channels of Purchase

Speciality stores such as artisan bakeries and cafés are the main channels for purchasing sourdough breads due to the perceived unique taste and higher quality they offer. That said, supermarkets and hypermarkets remain a key channel due to their extensive networks. Some café brands have also expanded their sourdough breads into premium supermarkets in packaged formats to reach a broader consumer base.

Flavour Preference

The desired flavour of sourdough differs by country, an individual’s level of awareness, and current consumption habits. Generally, consumers in Singapore, Thailand and Japan have a high preference for milky/buttery, sweet/honey, and wheaty/cereal flavour profile for sourdough breads. On the other hand, Japan has the highest rejection rate for sour/acidic as well as fermented/alcohol/yeast flavour profile in sourdough breads.

Beyond Breakfast

While sourdough bread is most commonly consumed during breakfast, it is interesting to note that sourdough is consumed more frequently than regular breads during brunch, lunch and afternoon tea.

Prospects

So, what does the future look like for sourdough in APAC? We believe there’s plenty of opportunities for this market to grow. Improving the depth of knowledge about sourdough bread will help to drive consumption even among existing sourdough consumers. Seven in 10 consumers said they will consider trying and/or eating sourdough bread more often if they can learn more about it. Bakeries can drive demand by adding sourdough into bread products and educating consumers about its benefits and qualities, such as its distinct flavour. The potential to use sourdough in Asian bread products to create a unique flavour profile opens new possibilities to give new appeal for bread products that people are already familiar with.

Livendo® Sourdough Solutions

At Lesaffre, our Livendo® comprehensive range of sourdough solutions help bakers create their own visual and flavour signatures effortlessly. Combining ease-of-use, flavour consistency and high adaptability across numerous applications, you can rest assured that you’ll achieve the desired characteristics to satisfy consumers.

Jul/Aug 2022

Join us for an engaging webinar as we delve into the world of sourdough.

Visit Lesaffre to learn more.

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