“Bread improvers are traditionally used to reduce the time required for flour dough to rise and to enhance its workability. However, with heavy investment in R&D, new applications are emerging rapidly. For instance, when certain enzymes, are added to the dough, it reduces the protein solubility. Thus, they enhance both taste and nutritional profile of the product. Some of the other emerging applications include protein-based fat replacements, flavor enhancements, textural improvements, and prolonging shelf life.”
Sr. Research Associate
Agriculture and Food & Beverage
Markets and Markets
Bread improvers play an important role in determining the physical and functional properties of bakery products. Consumer preferences globally, and rising acceptance of convenience foods owe to the increase in consumption of bakery products. Bread improvers are used to enhance color, texture, taste, and stability of bakery products such as bread, cakes, buns, rolls, croissants, pizza, biscuits, and donuts. Emulsifiers are some of the major ingredients used as bread improvers in a range of various bakery product applications. Other ingredients like enzymes, oxidizing agents, and reducing agents are also largely used in bakery applications. Bakery manufacturers have been increasingly innovating their product offerings to meet the dynamic consumer demand on tastes and functional requirements such as low fat and high nutritional value. The demand for different varieties of bread such as whole wheat and multigrain fuels the demand for bread improvers.
CHANGING CONSUMER LANDSCAPE DRIVING INNOVATION AND DEMAND
• Rising demand and subsequent focus on clean label bread improvers:
The growing concerns over food safety and quality among consumers, the global increase in food trade, and complexities in food products have led to the need for new and innovative food processing methods and ingredients. The trend in using organic and healthy food ingredients is a result of the demand for clean label food products that are free of synthetic additives and harmful chemicals across the world, particularly in developed countries in North America and Europe. The demand for organic bakery products is rising rapidly in developed markets such as the U.S., Germany, France, and the U.K. Thus, the changing lifestyles and the booming food & beverage industry have boosted the demand for functional and healthy bakery ingredients.
The market for organic bakery products is growing globally due to the rising concerns of consumers about the quality of diet. In European countries, bread is consumed as a staple food; however, consumers have been looking for healthier alternatives to the bakery products produced using organic ingredients.
For instance, one of the leading players in the bread improvers market, Lesaffre offers a range of organic baking ingredients including bread improvers, sourdough, and yeast under the label of “Biorganic.” The company offers organic bread improvers for making white bread, multigrain, wholemeal bread, and other related products. Additionally, enzymes have emerged as a clean label option in the bread improvers market. Companies such as Puratos, AB Mauri, Corbion, Delavau have introduced clean label dough improvers that includes enzyme building blocks namely S500, Arctic, Pristine, Encore, respectively in response to the rising demand for clean ingredients. Blagden Specialty Chemicals Ltd also launched a new gluten-free bread improver product “Glutender Plus” to extend its product portfolio. These new product are likely to drive the demand for bread improvers amongst the industrial bakeries.
• Growing consumption of bakery products
According to the National Eating Trends survey 2010, it was found that around 68% of consumers in North America consume bread more than six times the consumption of other bakery products in a period of two weeks. The recorded annual per capita consumption of bread in North American homes was around 75-80 eating in 2010. The consumers in North America commonly consume packaged or industrial bread and accounted for around 66% of retail sales in 2012. The consumption of packaged whole wheat bread has grown compared to packaged white bread; this trend is likely to continue in the future. Similarly, in the U.K., around 99% of households consume bread or bread equivalent products, which account for around 12 million loaves daily. In the U.K., the sale of white bread accounts for around three-fourths of the total bread sold in the country.
• Globalisation of fast food
Increasing globalization and higher exposure to other cultures especially the Western lifestyles, have changed the consumer eating patterns; in terms of consumption of convenience food, snacks, and savouries, and eating meals in QSR. Increasing younger population as well as rising working population, add to the demand of fast food. These fast food centres cater high amount of bread in various forms such as burgers and pizzas. Globalization in food service industry has led to the establishment of several American fast food brands in the emerging economies such as Asia, Latin America and Africa. Various popular international fast food and coffee chains such as KFC, Pizza Hut, Starbucks, Dunkin’ Donuts, McDonald’s, Domino’s Pizza and Burger King have expanded their presence in regions such as Asia, Latin America and Africa.
• High degree of investments by manufacturers
Various industry giants such as Lesaffre and Bakels Worldwide offer a wide range of bread improvers, globally. Looking at the growing demand, manufacturers are increasingly inclined to make investments in the global market. Seen below are some of the recent expansions/investments made in the bread improvers market: Convenience and rising acceptance of bread in daily meals is the major factor that currently drives the demand for bread improvers in the bakery industry.
• Emerging applications of bread improvers
Bread improvers are traditionally used to reduce the time required for flour dough to rise and to enhance its workability. However, with heavy investment in R&D, new applications are emerging rapidly. For instance, when certain enzymes, are added to the dough, it reduces the protein solubility. Thus, they enhance both taste and nutritional profile of the product. Some of the other emerging applications include protein-based fat replacements, flavor enhancements, textural improvements, and prolonging shelf life.
Bread improvers finds application such as pastries, bread, buns, rolls, muffins, cakes etc. to maintain softness and prolonged shelf life. Many cake, and pastry producers have started marketing single-serve pastry products, keeping in mind the overall trend of increased convenience and shorter preparation time. Flour used for cake making is usually treated with bread or cake improvers to have characteristic taste and texture. The rising demand for patisserie products in developing regions such as Asia-Pacific is likely to drive the demand for bread improvers in the region.
INDUSTRY CHALLENGES FACED BY MANUFACTURERS
• Rising health cautiousness among consumers
Over the last few years, increasing consumer awareness about healthy food products has been fuelling the market for nutritive food products. Consumers are increasingly focusing on healthy aging, one key element is by preventing and postponing the onset of diet-related diseases. The rise in the aging population, life expectancy, and increase in the instances of chronic diseases are driving changes in eating patterns. People are more concerned about their food intake, which is working in favour of the functional food & beverage industry today, consumers consider food products as a source of essential nutrients for the human body. Hence, they seek nutritious food to prevent nutrition-related diseases and improve their physical & mental well-being.
Furthermore, rising health cautiousness and obesity among young people is also affecting the bread improvers market growth. Preference of low carb diet has been key trend among consumers; white breads, cakes and pastries are high in carbohydrates. These products contain refined carbohydrates, which are low in essential nutrients and is considered bad for metabolic health.
• Lack of cold chain logistics service in developing industries
Bread products are perishable food products with shelf life of few days. Hence, it requires ample support of cold chain logistics to transport breads and various bakery products. Cold chain logistics provides a distinct advantage to the local units that produce on a small-scale, evidently accounting for a predominant share of the total industry, especially in the rural markets. Lack of investment due to monetary crisis in the developing economies has been another issue to slowdown cold chain logistics business.
WHAT DOES THE FUTURE HOLD FOR THE INDUSTRY?
Globalization of the food service industry has been the main reason to witness the production and distribution of bakery products globally. According to MarketsandMarkets the bread improvers market has huge potential to grow in future driven by rising consumption of breads in various applications and is expected to reach a market value of USD 4.08 billon by 2022. The demand for bread improvers is would portray higher growth in the developing markets in contrast to developed markets.