Sourdough Market

The global Sourdough Market is on a trajectory of prominent growth, with an estimated value projected to reach USD 3.8 billion by 2029 from the 2024 valuation of USD 2.5 billion, displaying a promising Compound Annual Growth Rate (CAGR) of 9.2%. Scientific research continues to highlight the benefits of sourdough, especially, increased nutritional benefits, distinct flavor, and lack of food additives. The re-emergence of artisan bread-making, fueled by the growing interest in traditional baking techniques particularly in the developed economies such as North America and Europe, is contributing to the growth of the sourdough market. The growing appreciation for artisanal sourdough bread and the recognition of its unique qualities have inspired home bakers worldwide, fostering an increased interest in sourdough and propelling its market growth.

The popularity of sourdough bread has increased in recent years, due to its distinctive fermentation process, resulting in increased digestibility and reduced gluten level. Consequently, this has further attracted health-conscious customers and individuals who have mild reactions to gluten. The market is responding to this trend with an increased demand for sourdough products, which are now being adopted by different types of companies so that they can accommodate the changing tastes of their customers.

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Market Dynamics

Driver: Rising health awareness among consumers

The recent SPINS report published in 2022 states that consumer preferences have shifted significantly towards "better-for-you" products, with a focus on health and wellness. This change is evident as 77% of shoppers now consider sustainability a crucial factor in their product choices, marking an 8% increase from the previous year. Consumers are increasingly conscious of their ecological footprint, adopting eco-friendly practices in their shopping, consumption, and disposal habits.  These shifting consumer behaviors and preferences directly relate to the sourdough market. The increased demand for "better-for-you" products and the emphasis on health and wellness will drive more people toward healthier bread alternatives like sourdough. The significant health benefits, such as improved gut health, management of blood sugar, reduced risk of heart diseases, and reduced gluten content through fermentation, make it a sought-after choice among health-conscious consumers. Additionally, the growing popularity of environment-friendly and locally sourced foods supports sourdough's position as an environmentally friendly bread option. As the new generation of consumers becomes more educated, open-minded, and willing to explore different products, they will likely embrace sourdough's unique taste and artisanal appeal and promote the growth of the sourdough market in the coming years.

Restraint: Limited shelf life and product inconsistency

Problems like limited shelf life and product inconsistency present significant challenges to the growth of the sourdough market. It is naturally fermented and has a shorter shelf life compared to commercially baked bread that contains preservatives. Sourdough lacks artificial additives, hence it is tasty and healthy but not long-lasting. Because of this short shelf life, distribution and storage can be problematic, since retailers and end-users must handle inventory cautiously. Maintaining quality and taste at a consistent level can be difficult with natural fermentation which is affected by temperature variations and humidity. Slight deviations in the fermentation process can thus have far-reaching consequences for the customer satisfaction levels as well as brand loyalty given that these determine whether consumers come back for more or not. Consequently, addressing such problems as manufacturing inconsistency alongside managing limited shelf-life are some of the challenges that businesses face when operating within the sourdough marketplace.

Opportunity: Increasing demand for innovation and product diversification

Surging research in food technology can be used as an avenue for enhancing functional and bioactive ingredients, with the potential to enhance human health and deal with nutrition security. The breakthroughs in this research are directed at nutritional deficiencies, underutilized crop optimization, and improvement of nutrient bioavailability.

The sourdough market could be among the beneficiaries of such technologies. The incorporation of functional and bioactive ingredients into sourdough products would give them better nutritional value and more health benefits. Moreover, improvements in preservation techniques could lengthen the lifespan of sourdough resulting in its widespread availability. The incorporation of innovative flavors, textures and speciality ingredients such as  gluten-free or organic alternatives has the ability to attract new customers and drive the growth of the sourdough market.

Challenge: Increasing price sensitivity and market penetration

Sourdough products are often positioned at a higher price than conventional bread due to longer fermentation times, specialized ingredients, and unique artisanal production methods. This increased price can act as a barrier for price-sensitive consumers, prominently in low-income regions where affordability is a key consideration. Price sensitivity can limit the accessibility and affordability of sourdough products to a niche segment of consumers who are willing to pay a premium, hindering the market’s potential for broader growth.

Despite the rising popularity of sourdough, it faces challenges in penetrating mainstream markets where traditional varieties dominate due to their widespread availability, lower price points, and established consumer preferences. On the other hand, sourdough may be perceived as a specialty or niche product, limiting its presence in mainstream supermarkets and retail outlets. This limited market penetration constrains the reach and exposure of sourdough products to a broader consumer base.

SOURDOUGH MARKET ECOSYSTEM

The demand side of the sourdough market ecosystem encompasses consumers and food establishments which collectively contribute to the increasing demand for sourdough products. Whereas, the supply side of the sourdough market consists of a wide range of producers, suppliers, and distributors working together to cater the growing demand for sourdough products while maintaining quality, authenticity, and sustainability.

In the type segment, the market for type III is projected to grow at the highest CAGR during the forecast period.

Type III sourdough is prepared by dehydrating sourdough which is acquired through traditional fermentation or by incorporating starter cultures. The dehydration process can be achieved through freeze-drying, spray drying, or drying in a fluidized bed reactor. It is essential to note that the microorganisms present in the dough must be resistant to drying. Type III sourdough offers several advantages over other types, including extended shelf life, reduced volume, and ease of handling, transportation, and storage. The extended shelf life and convenient handling and storage of sourdough are anticipated to propel the growth of the type III sourdough market.

In the application segment, bread and buns dominated the market during the study period.

The application of sourdough in bread and buns has revolutionized the bakery industry, presenting a flourishing opportunity in the global sourdough market. Consumption trends have taken hold globally for healthier and natural food alternatives; thus, sourdough has experienced remarkable growth in the global market. It has attracted established bakeries to supplement their products and several startups and entrepreneurs who opened the market to various sourdough-based bread and buns to meet varied consumer tastes and preferences. As bread is considered the staple food in developed nations, the growing population supporting the rising demand for bread and buns coupled with the heightened health awareness among consumers is augmenting the usage of sourdough in bread and bun production and propelling the growth of the market.

The sourdough market in the European region is dominating during the study period.

The high per capita consumption of bread and bakery products in Europe, averaging 57 Kg, showcases the region's strong preference for bread and bakery products. To cate to the increased demand the bakery market in Europe has shown growth in both sales and product launches, after several years of negative growth, indicating a positive trajectory for the industry. With the bakery market in Europe experiencing continuous growth and a surge in consumption, there is a rising demand for healthier and authentic alternatives like sourdough.  Moreover, increasing growth in the market value and volume of cakes, pastries, and sweet goods, which aligns with sourdough's artisanal and gourmet appeal, further augments the potential for sourdough's expansion in Europe. As consumers continue to seek diverse and high-quality bakery products, sourdough's premium and authentic reputation positions it advantageously in the European bakery industry. The region's prominent role as both an exporter and importer of bakery products indicates a dynamic market environment, offering ample opportunities for the growth and global reach of sourdough offerings and proliferating the growth of the sourdough market.

Key Market Players

The key players in the sourdough market include Puratos (Belgium), AB Mauri (United Kingdom), IREKS GmbH  (Germany), Lallemand (Canada), Lesaffre (France), Boudin Bakery (US), Goodmills (Australia), and Bake With Brolite (US). These market participants are increasing their market presence via product launches. They maintain a robust presence in North America, Asia Pacific, South America, RoW, and Europe, and they are supported by manufacturing facilities and well-established distribution networks spanning these regions.

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Scope of the Report

Target Audience

• Sourdough Manufacturers
• Bread and Bakery Products Manufacturers
• Related government authorities, commercial research & development (R&D) institutions. 
• Venture capitalists and investors.   
• Technology and raw material providers to sourdough companies.

Government agricultural departments and regulatory bodies such as the US Department of Agriculture (USDA), the Food and Drug Administration (FDA) in the United States, and the European Food Safety Authority (EFSA) in Europe,

Sourdough Market:

By Type

• Type I
• Type II
• Type III

By Ingredient

• Wheat
• Barley
• Oats

By Application

• Breads & Buns
• Cookies
• Cakes
• Pizza
• Others

By Region:

• North America
• Europe
• Asia Pacific
• South America
• Rest of the World (RoW)

Recent Developments

• In May 2024, Puratos launched “Sapore Lavida” which is a first completely traceable sourdough produced at its Belgium facility. It is produced with wholewheat flour acquired through regenerative agriculture techniques to cater to the growing demand for sustainability. This launch also signifies the start of the ongoing partnership between Puratos and various farming cooperatives, which are formed to gather key insights into regenerative agriculture to aid in enhancing the sustainability of the wider bakery industry.
• In May 2024, AB Mauri launched three new Aromafer sourdough pastes in the UK market. Through this launch has company has expanded its wide portfolio of sourdough ingredients to cater to the growing demand of consumers.
• In September 2023, Lesafffre Nordic launched a new product range named Zavarka which is scalded to produce a distinctive taste profile. The company launched 3 products under this namely Zavarka Oat, Zavarka Barley, and Zavarka Wheat. Through this, Lesafrre aims to strengthen its presence in the Nordic region.   

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