Sourdough Market

Increasing Number of Health-Conscious Consumers And Rising Popularity Of Sourdough

Health-conscious consumers have been on a constant rise over the years owing to the growing awareness of the importance of health and wellness. With the rise of chronic diseases such as obesity, diabetes, and heart disease, people are recognizing the need to take proactive steps toward maintaining their health. Another factor contributing to the trend is the availability of health information. With the internet and social media, people have access to a vast amount of information about nutrition, fitness, and wellness. This has led to a greater awareness of the impact of food and lifestyle choices on health.

According to the Pew Research Center, a nonpartisan think tank survey among the population in the US has highlighted that around 72% of them believe that leading a healthy and long-life adoption of healthy eating is a key factor and according to a consumer behavior analysis among European countries by MRFR has witnessed that around 64% of consumers are focusing on the impact of food on health and wellness,

Sourdough bread has gained immense popularity in recent years due to its numerous health and nutrition benefits. The fermentation process involved in creating sourdough bread gives it a distinctive taste and texture and also provides several advantages over traditional bread. The low pH levels in the sourdough bread and the lengthier fermentation time are helping in better nutrient availability including carbohydrates and proteins. The lactic acid in sourdough plays a vital role in improving digestion. It helps break down the phytic acid in grains, which can interfere with nutrient absorption.

This makes sourdough bread easier to digest and also improves gut health. Furthermore, scientific studies highlight that the acids released in the fermentation process help in slow digestion of starches thus preventing the blood glucose and insulin levels making it a suitable choice for diabetic individuals. Individuals who are engaged in weight loss are increasingly preferring sourdough bread to regular bread as they help in the production of short-chain fatty acids whose surge in levels results in a reduction of diet-induced obesity. However, sourdough bread inherently has higher levels of calories which might impact the overall calorie consumption.

The increasing popularity of sourdough is further demonstrated by the Craft Bakers Association’s data indicating that around 57% of the association members sold three sourdough products in April 2022 which further increased to 64% by December 2022. Further, around 10% of the members are planning to expand their sourdough products offering in the upcoming years. Similar is the trend among various countries across the world. Thus, the increasing number of health-conscious customers and the rising popularity of sourdough is expected to drive the growth of the Sourdough Market.

The increasing awareness of health and wellness among consumers appears to be a pivotal driver for the Global Sourdough Market Industry. As individuals seek healthier dietary options, sourdough bread, known for its lower glycemic index and potential probiotic benefits, gains popularity. This trend is reflected in the projected market growth, with the industry expected to reach 3.16 USD Billion in 2024. Health-conscious consumers are likely to favor sourdough over conventional bread, which may contribute to a sustained demand for artisanal and organic varieties, further enhancing the market's appeal.

By Region, the study segments the market into North America, Europe, Asia Pacific, and the Rest of the World. Europe's Sourdough market accounts for the largest market share 41.70% in 2022 and is expected to exhibit a 9.95% CAGR due to the increasing demand for bakery products. The North America sourdough industry is experiencing significant growth and transformation, driven by evolving consumer preferences. As a key player in the global Sourdough industry, Europe has witnessed a surge in the production and consumption of various sourdough products.

Further, the UK market of Sourdough held the largest market share, and as well as UK Sourdough industry was the fastest-growing market in the Europe region.

Further, the major countries studied are The U.S., Canada, Mexico, Germany, the UK, Italy, Spain, China, Japan, India, and Australia & New Zealand.

Figure 3: SOURDOUGH MARKET SHARE BY REGION 2022 (%)

Source: Secondary Research, Primary Research, Market Research Future Database and Analyst Review

The Europe sourdough market has flourished against the backdrop of a rich and diverse culinary heritage, where bread is not just a staple but a cultural emblem. Sourdough, with its ancient roots and distinctive tangy flavor, has made its place in the European market. The market is characterized by a profound appreciation for traditional baking methods, and artisanal bakeries across the continent have played an important role in shaping the sourdough landscape. These bakeries, often rooted in centuries-old techniques, offer an array of sourdough products ranging from rustic loaves to regional specialties, reflecting the varied tastes of European consumers.

The European sourdough industry is marked by its emphasis on quality ingredients, fermentation expertise, and a commitment to preserving the authenticity of time-honored recipes. The resurgence of interest in artisanal and craft-inspired foods has propelled sourdough into the limelight, with consumers seeking the unique taste, texture, and nutritional benefits associated with naturally fermented bread. This trend is not limited to traditional sourdough strongholds like France and Germany; it spans across the continent, with a resurgence of interest in sourdough in countries like the United Kingdom, and Italy.

The Europe market of sourdough comprised Germany, UK, France, Spain, Italy & Rest of Europe, among which the UK emerged as the frontrunner with a market share of 31.75% in 2022.

The North America market of Sourdough is expected to grow at a CAGR of 11.04% from 2022 to 2032. The North America sourdough market is studied across the U.S., Canada, and Mexico. The North America sourdough industry is expected to grow owing to a growing consumer preference for artisanal and flavorful bread options. Sourdough, with its distinctive tangy taste and textured crust, has emerged as a staple in the region's culinary landscape. This rise is fueled by a broader cultural shift toward traditional and craft-inspired foods, as consumers seek products with authentic flavors and natural fermentation processes.

The market is characterized by a diverse range of sourdough products, including classic loaves, specialty rolls, bagels, and even innovative twists like sourdough-based pastries and crackers. The North America market of sourdough is witnessing an infusion of creativity, with bakers experimenting with diverse flour blends, seeds, and nuts, and even incorporating ancient grains to craft unique and health-conscious sourdough options.

Gluten-free sourdough has also gained traction, catering to the dietary preferences of a broader consumer base.  Moreover, the US sourdough industry held the largest market share, and as well as US sourdough industry was the fastest-growing market in the North America region.

The Asia-Pacific Sourdough market is a dynamic and growing sector, The region is studied across China, India, Japan, Australia & New Zealand, and the Rest of Asia-Pacific. Sourdough, with its roots deeply embedded in Western baking traditions, has made significant inroads into the Asian-Pacific market, captivating the palates of consumers who appreciate the nuances of naturally fermented bread. The market is characterized by a blend of traditional craftsmanship and innovative adaptations, reflecting the region's culinary diversity.

While rice and rice-based flours have been staples in many Asian countries, the incorporation of sourdough techniques into these traditional grains has resulted in unique and flavorful bread offerings that cater to both local tastes and the global demand for artisanal and specialty products. 

Artisanal bakeries and boutique cafes are expected to boost the growth of the Asia-Pacific sourdough, infusing the bread scene with creativity and a commitment to quality. These establishments, often characterized by a fusion of traditional European techniques and local influences, produce a range of sourdough products that go beyond the classic loaf. Sourdough buns, flatbreads, and even desserts featuring sourdough discard are gaining popularity, reflecting the adaptability and versatility of this fermentation method within the region's diverse culinary traditions.

The sourdough market is projected to register a CAGR of 10.39% during the review period. The market of sourdough is characterized by several key dynamics that shape its landscape. Growing adoption of veganism and plant-based diets, the growing trend of home baking & artisan bakeries, an increasing number of health-conscious consumers, and the rising popularity of sourdough are the major growth drivers of the sourdough industry across the globe. The increasing consumer preference for natural and artisanal bakery products, fueling the demand for sourdough due to its perceived health benefits and unique flavor profiles.

The rising awareness of the importance of gut health further propels the market, as sourdough fermentation is linked to probiotic properties and easier digestibility. Moreover, the trend towards clean-label and organic products has led consumers to seek out sourdough as a natural leavening agent, free from chemical additives. On the supply side, advancements in technology and research have enabled manufacturers to develop specialized sourdough strains, expanding the range of available flavors and applications. The market is also influenced by the surge in home baking, with an increasing number of consumers experimenting with sourdough starters and recipes.

This trend has prompted companies to offer convenient and user-friendly sourdough products, such as pre-made mixes and frozen dough. However, challenges exist, including the need for consistent quality and standardization in sourdough production, which can be impacted by variations in raw materials and fermentation conditions. Therefore, the sourdough industry is driven by consumer preferences for natural, healthy, and diverse bakery products, while innovation, technology, and addressing quality concerns remain crucial for sustained growth in this dynamic industry of consumers seeking novel and health-conscious options in the Sourdough industry.