2024 APAC Trends: A Positive Outlook for the Bread Market

The bread market in the Asia-Pacific (APAC) region is vibrant, with steady growth projected for the coming years. According to Euromonitor International, the sales of bread through the retail channel reached US$31.04 billion in 2023 and is expected to grow by 6.1% year-on-year over the next five years. Let’s explore the dynamic trends shaping the APAC bread market in 2024.

Trend 1: Value Conscious Choice

Consumers in APAC are increasingly prioritizing value over price alone. They’re looking for products that offer a combination of affordability, taste, and natural ingredients. This shift towards value-driven choices presents an opportunity for bread manufacturers to showcase the quality and naturalness of their offerings while keeping them within reach for consumers.

Actionable Strategies:

  • Highlight the value proposition of bread products by emphasizing natural ingredients, nutritional benefits, and affordability.
  • Offer value bundles or promotions to enhance perceived value for consumers.
  • Leverage on Lesaffre’s Sensory Analysis expertise to ensure that bread products meet consumer expectations for taste, texture, and overall quality.
Trend 2: Healthier Indulgence

Health remains a top concern for consumers, even when it comes to breads. Consumers are seeking options that balance health with indulgence, paying close attention to low sugar and additive-free options. By providing healthier alternatives that maintain delicious taste, bread manufacturers can meet the evolving preferences of health-conscious consumers and cater to those with special dietary needs.

Actionable Strategies:

  • Provide clear and informative nutritional labeling on bread packaging.
  • Educate consumers about the benefits of healthier breads.
  • Utilize Lesaffre’s range of baking ingredients. Incorporate MAGIMIX® bread improvers to enhance texture and visual appeal. Enjoy the convenience and consistency of INVENTIS® premixes suitable for various bread types, including low GI options.
Trend 3: Informed Shopping Decisions

Today’s consumers are well-informed and actively researching various aspects of bakery products, including pricing, health benefits, and new products. This highlights the importance for bread manufacturers offering products that align with consumer preferences and lifestyles. By staying attuned to trends and consistently delivering innovative and appealing options, bread manufacturers can meet consumer expectations and remain competitive in the market.

Actionable Strategies:

  • Develop visually striking viral bread varieties with trending flavours.
  • Forge cross-category collaborations with food and beverage companies to innovate and expand market reach.
  • Incorporate LIVENDO® sourdough solution to effortlessly give a fresh appeal and distinctive flavour profile to conventional Asian breads.
Trend 4: Interest in Local & Foreign Dishes

The APAC region’s diverse culinary landscape is driving consumer interest in both local and foreign flavours. Consumers are eager to explore different tastes while also seeking comfort in familiar dishes. This presents an opportunity for bread manufacturers to innovate and offer a diverse range of products that cater to consumers’ adventurous palate while tapping into nostalgia-driven preferences.

Actionable Strategies:

  • Craft fusion breads that blend local traditions with global inspirations.
  • Partner with culinary influencers to co-create signature bread recipes inspired by diverse regional cuisines.
  • Explore diverse ethnic bread recipes on saf-instant.asia/recipes and experience the consistent quality of SAF-INSTANT® instant dry yeast for your baking needs.
Trend 5: Home Cooking and Hosting

There is a growing trend towards at-home dining as cost-conscious consumers opt to save money and enjoy the comfort of eating at home. They redirect the savings to purchase premium ingredients or ready-to-eat meals to elevate their home dining experiences. This presents an opportunity for bread manufacturers to offer quality products that enable consumers to recreate restaurant-style dishes affordably at home.

Actionable Strategies:

  • Provide consumers with recipe ideas using packaged breads to inspire homemade creations, such as gourmet sandwiches.
  • Introduce versatile, premium bread options in packaged format for home enjoyment.
  • Tap on Lesaffre’s frozen dough solutions to deliver quality ready-to-eat breads to meet consumers’ expectations for home occasions. L’HIRONDELLE® frozen yeast retains fermentation power in low temperatures, ensuring appealing breads even after baking.

With these promising trends shaping the APAC bread market, there are ample opportunities for growth and innovation. By understanding and adapting to consumer preferences for value, health, authenticity, variety, and convenience, bread manufacturers can thrive in this dynamic and evolving market landscape. Embracing these trends will not only drive success but also foster stronger connections with consumers across the APAC region.


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