Breads marketed as 'healthy,' such as low-sugar, gluten-free, and high-protein options, have established themselves as differentiated strategic products that sell well despite their high prices, riding the trend of 'slow aging.'

The health bread craze originated from negative perceptions of 'refined flour,' the main ingredient in bread.

Currently, the bakery industry is diversifying raw materials by using whole grains like whole wheat and rye, as well as seeds such as sunflower seeds and sesame.

In particular, whole wheat and rye have become representative ingredients of health breads due to their low glycemic index and high dietary fiber content, which provide a feeling of fullness.

Breads marketed as 'healthy,' such as low-sugar, gluten-free, and high-protein options, have established themselves as differentiated strategic products that sell well despite being more expensive than regular breads, riding the trend of 'slow aging' (growing old healthily and gradually). More consumers are now choosing bread based on ingredients and nutrition, even if it is pricier and less sweet.

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According to the "2024 Processed Food Consumer Attitude Survey Statistical Report" published by the Korea Rural Economic Institute, consumers place more importance on factors such as taste, quality, and health rather than price when choosing bread or rice cake products. Among all respondents, 40.6% cited "variety and new flavors" as the most important criterion. This was followed by ▲quality and safety of ingredients (25.7%), ▲convenience (19.4%), and ▲health and nutrition (10.5%). In contrast, only 3.7% considered "low price" as their top priority. This clearly shows a trend in which consumers are prioritizing ingredients and health over simply seeking lower prices.

Just a few years ago, sweet desserts like macarons and croffles were all the rage. However, recently, breads marketed as 'healthy,' such as low-sugar and gluten-free options, are being favored by consumers over sweet breads containing sugar. The Fair Trade Commission's "Bakery Industry Market Analysis and Competition Impact Assessment of Major Regulations" report also noted, "Breads made with good ingredients such as low-sodium, low-sugar, low-calorie, and gluten-free options continue to attract consumers who are interested in dieting and healthy eating habits," adding, "In particular, the search rankings for whole wheat and rye breads have risen noticeably over the past three years."

The health bread craze originated from negative perceptions of 'refined flour,' the main ingredient in bread. Flour that has had its bran and germ removed during the refining process has been criticized for lacking fiber, vitamins, and minerals, leading to rapid spikes in blood sugar and poor nutritional balance. To address this, the bakery industry is currently diversifying raw materials by using whole grains such as whole wheat and rye, as well as seeds like sunflower seeds and sesame. In particular, whole wheat and rye have become representative ingredients of health breads due to their low glycemic index and high dietary fiber content, which provide a feeling of fullness. Market research firm Future Market Insights forecasts that the Korean whole wheat flour market will grow from about 1.5 billion dollars in 2025 to 2.1 billion dollars by 2035.

Paris Baguette 'Blue Label'. Provided by Paris Baguette

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The franchise industry is also accelerating its push for health breads featuring whole wheat and rye. Paris Baguette launched its health bread brand "Blue Label" in February this year, and within six months, cumulative sales surpassed 13 million units. By developing its own "whole grain sourdough starter," the company improved the coarse texture typical of health breads, but the prices remain higher than standard products. While regular milk bread is priced at 3,500 won, Blue Label products such as ▲high dietary fiber whole wheat bread are 5,300 won, ▲protein Roman meal bread is 4,300 won, and ▲whole grain oat bread is 4,200 won, all at least 20% more expensive.

CJ Foodville's Tous Les Jours also entered the health bread competition by launching its "SLOW TLJ" lineup in June. The new range features high-protein, low-sugar products made with grains such as kamut and oatmeal. However, compared to the daily milk bread (3,900 won), ▲slow oat bread is 5,200 won and ▲kamut grain bread is 4,700 won, representing a 20-30% higher price range. The same trend is seen in hotel bakeries. The "Pastry Boutique" at The Shilla Seoul Hotel introduced "whole wheat sour bread" and "rye sour bread" in February this year, both priced at 14,000 won each.