The bakery boom

The multi-cultural mix of consumers in Middle Eastern countries is driving demand for increasing varieties of bakery products, according to industry professionals.

Bakemart managing director T K Khaleel explained: “Bakery products, especially European Viennoiseries and artisan breads, are becoming very popular in the Middle East as a result of the increasing affluence and multi-cultural nature of the region.

“Ex-pats and tourists alike are often surprised but pleased to find traditional bakery products from their country of origin with the same quality they are used to at home — which furthermore are not necessarily very expensive.”

BakeMark International business development manager Andrew Adam added that the versatility of bakery products meant they could adapt to any outlet.

“We are seeing a rapid growth of coffee shops, snack bars and sandwich shops as well as a development of F&B services in hotels. Bakery foods have become an essential part of the offering in these types of places,” he noted.

According to Bakemart’s Khaleel, the major trend across the Middle East market today is for convenience products.

“With a view to saving time, labour and other operational expenses without affecting quality, consistency and supplies, most customers have switched to frozen products,” he explained. “This trend has caught up with hotels, catering services and other players in the food catering sector.”

BakeMark’s Adam added: “The worldwide growth in snacking is a major trend right now, as consumers today have less time — so this offers a great opportunity for bakery foods.

“People want to eat when it suits them, whatever the time and wherever they happen to be — and sandwiches, pastries and pizza-type snacks are all ideal solutions.”

Adam revealed that the company was also working on products to satisfy the ongoing health food trend.

“We have developed several varieties of bread to suit this trend: varieties with fortified ingredients to target specific health concerns such as vitamin enrichment, calcium for bone health, or pro-biotic ingredients to aid digestive health,” he concluded.

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Convotherm Elektrogeräte GmbH
Tel: +971 56 604 7411
Email: g.eichhorn@convotherm.de
Web: www.convotherm.com