Healthy food trend sees shift in bread preferences

CHANDIGARH: Pegged at Rs 2,500 crore, the Indian bread market is in transition phase, with consumer preferences shifting from white bread to wheat (whole-grain) bread because of increased awareness as consumers can get their nutrients, including fibre, without having to prepare a meal.

Demand for wheat loaves grows over 100% annually

Vijay C Roy

Tribune News Service

Chandigarh, May 24

Pegged at Rs 2,500 crore, the Indian bread market is in transition phase, with consumer preferences shifting from white bread to wheat (whole-grain) bread because of increased awareness as consumers can get their nutrients, including fibre, without having to prepare a meal.

The best-selling breads are promoting credentials like “whole grain” and “natural” and are priced higher than white bread.

According to industry sources, the market for wheat bread is growing at over 100% year-over-year basis while white bread is growing at 10% per annum.

“Around a year ago, the health category bread used to contribute 10-12% of the total Indian bread market. Now, its share is 25%. The significant growth is attributed to growing awareness about benefits of fibre content in bread,” said Amrinder Singh, director of Ludhiana-based Bonn Group of Industries.

The company has significant market share in North with manufacturing units spread across the country. To have a bigger pie of the market share, the company has launched a range of whole grain products, including whole wheat bran burger bread, bran bread, honey oat bread and garlic oregano breads under the brand name “La Americana Gourmet”.

Pankaj Aggarwal, COO, Bonn Group of Industries, said, “The bread market is expected to grow at a CAGR of 10.4% between 2018 and 2021 globally. This is being attributed to developing markets such as India. With a population of 1.3 billion and a rapidly rising younger population, a clear trend towards healthy eating habits is perceptible. We aim to fill the gap that exists in this market segment.”

The increasing disposable income along with changing lifestyle and awareness about consumption of a balanced and healthy diet are some of the other factors that will propel the demand for bread over the next five years, the sources said.