Sourdough Bread Market Perception in Brazil: First Insights

Sourdough fermentation provides products with more complex sensory characteristics and several nutritional and functional advantages compared to conventional bread. In this context, the growing demand for clean-label products has contributed to the development of the sourdough products market, with a global growth trend. Although sourdough products are already widely disseminated in the United States and Europe, in Brazil the market is emerging, whose production is still mainly carried out by artisanal bakeries and small local businesses. In this chapter, we present the first insights from a market research about sourdough products in Brazil, essential in order to understand the level of knowledge of this technology among Brazilian consumers, the dynamics of the local market, as well as identifying expansion opportunities and main challenges for the sector. Furthermore, the results presented here can contribute to guiding innovation and development strategies, strengthening the bakery industry in Brazil.