What today’s consumers are looking for in bread

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What today’s consumers are looking for in bread

2 Mar 2023

Evan Bail

Evan Bail is a is a multimedia journalist from Overland Park, KS. Her passion for writing and media was developed at a young age through film and literature. She graduated from the University of Kansas with a Bachelor of Science in Journalism. In her free time, you can find her playing tennis, spending time with her family or walking her dog at the dog park.

CHICAGO — Bread is a staple in consumers’ lives, and people are in constant pursuit of the healthiest variety of it. Jerrod Adkins, owner and creator of UnbelievaBuns and UnbelievaBread, spoke on what consumers are searching for in their bread and how protein is the future for bread at the American Society of Baking’s BakingTECH Convention, held Feb. 28-March 2 in Chicago.

Adkins stated that consumers are wanting four key aspects out of their bread: protein, lower carbs, less sugar and to be Non-GMO Project Verified.

Health claims have become a major player in consumers shopping, especially when it comes to purchasing bread. People want to be sure they are consuming bread with high levels of protein, but also low carbs, to make sure they are eating the healthiest quality of bread.

Protein in bread is becoming a staple for everyday shoppers when they purchase their baked goods.

“Protein consumption is on the rise and continues to rise,” Adkins stated. “I think it is our biggest opportunity as an industry.”

“Protein consumption is on the rise and continues to rise. I think it is our biggest opportunity as an industry.” — Jerrod Adkins | owner and creator | UnbelievaBuns and UnbelievaBread

He broke it up into two reasons for why protein assumption grows, as nations become more wealthy and plant-based protein purchases are at an all-time high.

Protein traditionally comes from animals. The problem is that farming animals for protein is the No. 1 contributor to greenhouse emissions.

Adkins proposed the question, “What if we made a bread with just as much protein as beef, chicken and pork?”

Adkins recommended some alternative options for bakers to swap into their recipes to achieve the key aspects consumers seek, the first being replacing vital wheat gluten for high gluten flour. Wheat gluten is 75-80% protein and has very few carbs. Other protein options include sunflower, pumpkin, flax and chia seeds.

Adkins concluded his presentation with an emphasis on the benefits of wheat protein.

“Wheat protein is more sustainable,” he said. “It’s cheaper for the consumer, its better for the environment and it’s easier to consume for the consumer. So, that’s where I see the opportunity. Protein bread is the future and I think the future is bright.”

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