KANSAS CITY, MO — Flour. Water. Salt. Yeast. These are staples for bread bakers, specifically those in the artisanal segment. For bread lovers, the texture, aroma and taste of each loaf satisfy a craving, and it all starts with those simple ingredients … but current trends suggest it should end with them, too.
There is a growing appetite for authentic baking methods among a wide swath of consumers, evidenced by an increasing preference for artisan items with fewer ingredients. Rising demand for more natural, healthier products and interest in elevated versions of traditional comfort foods propel this market niche.
According to Stellar Market Research, the global artisanal bakery market was valued at $33.8 billion in 2023 and is expected to grow at 4.13% CAGR, reaching around $48 billion by 2030.
This demand can be attributed to health-conscious consumers who are moving toward whole grain breads. Research from AMF Bakery Systems found that engaged consumers are willing to pay 80%-100% more for bread with rustic or artisan-style qualities with health attributes.
Defining bread as “artisan” used to be as simple as describing from-scratch baked goods found in local bakeries, but more recently, the definition has narrowed to focus on the grains — particularly locally sourced ones — used to produce those baked goods.
The surge in interest for local grains is directly attributed to the “conscious consumerism” trend — a mindful approach to buying nutrient-dense, minimally processed and locally grown foods. In fact, according to Statista, more than 42% of Americans prefer to buy products with locally grown ingredients.
By sourcing whole grains regionally, artisan bakeries can accommodate customers who continuously seek out locally grown ingredients and shop with expanded knowledge of which bakeries work directly with farmers. Locally milled grains also provide a diverse taste profile.
“A lot of bakeries are trying to get away from using commercial yeast in their bread,” said Kevin Masse, founder and owner of Small State Provisions in West Hartford, CT, a bakery that specializes in organic, handcrafted bread. “I see a lot of bakeries using either in-house stone mills or they’re working with small stone millers to produce locally sourced grains.”
Demand for whole grains aligns with the better-for-you trend as consumers increasingly turn their attention to food labels. Bakers who incorporate whole grains into their breads can satisfy this demand by offering authentic taste without artificial colors and added preservatives.
On Chicago’s North Shore, Hewn is passionate about expanding consumer knowledge on what grains grow specific to the region. By prompting customers to look at everything listed on the label (or what should not be listed), the bakery capitalizes on its relationship with area farmers.
“We encourage our farmers to be a little bit more thoughtful and diverse with what they’re growing,” explained Ellen King, founder and co-owner of Hewn. “Some are heritage varieties that grow really well in wet soil, but some are drought tolerant, so that engagement with the farmer shows we can market what they grow in some variety.”
This story has been adapted from the September | Q3 2024 issue of Craft to Crumb. Read the full story in the digital edition here.
