Sourdough bread continues to experience a significant rise in the UK, driven by a growing interest from both consumers and bakers. This article delves into the intricate world of sourdough bread consumer preferences, providing insights into market growth, consumer motivations, and emerging trends.
Market Overview
The UK sourdough market is witnessing consistent growth, fuelled by a rising demand for artisanal and healthier bread options. Consumers, particularly younger, health-conscious individuals, are increasingly drawn to products that emphasize authenticity, quality, and health benefits. This trend is most evident among the 25-34 age group and households with an income of £67,000 or more, which have shown the highest increase in sourdough consumption.
Increase in consumption over the last 12 months per income group
“Generally healthy for your gut, tastes better, is a bit more expensive, but I’m prepared to pay the extra.”
Excerpt from VYPR consumer video answer to the question “Why do you buy Sourdough rather than other breads?”
Consumer Motivations
Reason for Choosing Sourdough Bread
The rise in sourdough consumption is strongly linked to consumers’ perceptions of its health benefits. Studies reveal that 60% of consumers view sourdough as a healthier option compared to other bread types, primarily due to its natural fermentation process. Additionally, 52% of respondents cited the unique taste and texture of sourdough as key factors in their purchasing decisions.
“I think the sourdough is better for your digestion, but really the main reason is it just tastes better. I really, really like it.”
Excerpt from VYPR consumer video answer to the question “Why do you buy Sourdough rather than other breads?”
Health & Artisanal Appeal
Why Consumers Choose Sourdough
Consumer preferences in the sourdough market are shaped by a combination of health consciousness, taste, and the desire for artisanal products. The natural fermentation process of sourdough, which enhances its flavour and digestibility, is a key selling point. However, there are notable regional variations in these preferences, with some areas showing higher levels of awareness and consumption than others.
“I buy sourdough rather than other breads because I try not to eat gluten. And I do know that actually, sourdough does not affect me like other breads do, hence I buy it.”
Excerpt from VYPR consumer video answer to the question “Why do you buy Sourdough rather than other breads?”
Regional Preferences
Excerpt from VYPR consumer video answer to the question “Why do you buy Sourdough rather than other breads?”
Although urban areas generally exhibit a high demand for sourdough, there are notable regional variations in its popularity. In Wales, the preference towards sourdough over other breads was the primary motivator for purchase. Equally, in the East Midlands and Southeast, flavour is the key driving factor. By tailoring marketing strategies to these regional preferences, market penetration could be significantly improved.
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Register your interest to receive the Baking With Lesaffre Sourdough Consumer Insights UK Report. Commissioned by Lesaffre UK & Ireland, this report brings together key insights from various research studies, underscoring the company’s collaboration with industry experts. The findings include data from the VYPR consumer research and the sourdough bread preference maps, developed in partnership with Campden BRI and the Lesaffre Baking Center™.
Are you intrigued by the rising popularity of sourdough bread in the UK? Dive deeper into the comprehensive analysis of consumer preferences, market growth, and emerging trends with our detailed report, unlocking valuable insights that can help you understand the nuances of sourdough consumption habits, regional preferences, potential product development strategies, and future opportunities for sourdough products.
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