Flour power
In an era when the variety of grains and other ingredients going into bread has never been greater, bakers are rising to the occasion to satisfy a demanding clientele
Wafting from a bakery, patisserie or the breakfast salon of a hotel, the aroma of freshly baked bread is often enough to stop passers-by in their tracks, or at least get the taste buds tingling as they walk past. High on the list of food staples worldwide, bread, in its various forms, has been an integral part of our diet for centuries.
Technavio, a global technology research and advisory company, valued the global bread and rolls market at around USD 187 billion in 2015, with forecasts suggesting it could reach almost USD 216 billion by 2020.
Yet, like with so many other foodstuffs, producers have had to adapt to changing customer demands in an increasingly competitive market. Ever-rising interest in health and wellness, trends for lowcarb diets and a wider choice of breakfast products have forced bakers to innovate and diversify their offerings. On the bright side, however, research shows that while consumers are becoming more demanding, they are also willing to pay for good ingredients and comparable end products.
Tracing the journey
According to industry experts, clear labeling is one of the main demands from today’s consumers. “Transparency and knowing the source seem to be at the top of the list,” Jeff Yankellow, chairman of the board, Bread Bakers Guild of America, told HN. Consumers want to know where the ingredients in their bread come from, he said, with locally-sourced products or a clear journey in demand.
Health first
An interest in maintaining a healthy lifestyle influences much of what consumers eat today, including the bread they choose.
Chris Krenzel, director of sales at Firebird Artisan Mills, said there was an evident preventative mindset among consumers. “Weekend breakfast breads using reduced sugar or natural sugar sources like fruits and honey, allow consumers to indulge responsibly,” he said.
Bread offering nutritional benefits, such as wholegrain, continues to sell well. According to Yankellow, wholegrain, which has been linked to reductions in the risk of heart disease, type 2 diabetes and strokes, alongside other conditions, “is here to stay”. “This is for reasons of better nutrition and
flavor,” he said. “Bakers are pushing the limits on what can be made with wholegrain and finding that there are no limits. It comes down to understanding how the grain behaves and making minor adjustments to the process.”
Ancient revival
Ancient grains, such as quinoa, millet and spelt, are also proving popular, providing an increasingly knowledgeable and adventurous consumer base, the benefits of high fiber and protein, alongside exciting new taste experiences.
Richard Bertinet, a French chef, baker and author, who also runs a cookery school in the UK, believes these discoveries and rediscoveries are allowing producers to diversify their offerings, while also meeting demand for healthier, but flavorsome options. “We use flour made from chestnuts, for example, and a range of grains, including buckwheat, among others,” he said. “Right now, one of the ingredients we are using is a new teff flour from Africa.”
We have been gradually moving away from the industrialized, homogenized products lacking in flavor and identity Glenn Roberts
Win-win
The fact that ancient and lesser-known grains have a great taste is an added bonus, sitting especially well with an increasingly discerning consumer base.
Glenn Roberts, president and CEO of Anson Mills, believes there is a growing realization that flavor in bread cereals is equal to nutritional content. “We have been gradually moving away from the industrialized, homogenized products lacking in flavor and identity,” he told HN. The renaissance of pre-industrial cereals, he noted, is most definitely upon us.
Gluten
Many of these ingredients are also helping bakers to accommodate growing demand for gluten-free options. Originally catering to people looking to manage celiac disease, gluten-free products are now in demand from a much broader range of consumers who are keen to make them part of a healthy-eating or weight-management regime.
A report by Transparency Market Research, titled, ‘Gluten Free Food Market – Global Industry Analysis, Size, Share, Growth, Trends, and Forecast, 2015 – 2021’ valued the gluten-free food market at USD 2.84 billion in 2014, rising to USD 4.89 billion by 2021.
Krenzel said that bakers today are much more comfortable with glutenfree formulations. “The days of the flat, tasteless loaves are long gone,” he told HN. “As bakers are learning how to bake with gluten free, they are able to make delicious, nice looking breads, which are visually appealing to the eye.”
Reducing waste
Using a more diverse mix of grains is also proving effective in supporting sustainability. According to Bertinet, “Wheat is being over-used and wasted, so there is an interest in using different types of flour which work particularly well in varieties such as flatbread, ethnic breads and wraps.”
His words are backed up by Mintel, which cited ‘Eliminating Food Waste’ as one of six key trends that will affect the food and beverage industry in 2017.
“Sustainability issues are becoming more and more prevalent in the eyes of consumers,” the global market intelligence agency found. “In the food industry, food waste has been a recent topic of interest for retailers, restaurants and non-profit organizations.”
Quality counts
While competition is fierce, findings across the board indicate that people are willing to pay for good products, even in challenging economic conditions. It’s a trend that signals good news for genuine artisanal bakers, Bertinet believes. “There is a big demand for good, artisanal bread from a trusted source - bread made by somebody who has trained, who learned their trade using proper methods, incorporating a hand-made element,” he said.
He added that social media has provided bakers with an unprecedented opportunity to promote their products, but also discover what consumers want. “Keeping in touch with customers has never been easier,” he said. “It’s a great tool for bakers; an opportunity to get closer to the people who buy their products.”
INGREDIENT TIPS
* Purified water for fresher
tasting loaves * Sea salt for more flavor * Organic flour