"Hot Sellers Despite High Prices"... 'Healthy Bread' Sales Soar Even at Double the Price [The Secret of Bread Prices]

Consumers Choose "Healthy Bread" Despite Higher Prices and Less Sweetness
"Slow Aging" Trend Drives Up Price Tags
Franchises Expand Healthy Bread Lineups
At Least 20% More Expensive Than Standard Products

Editor's NoteAccording to the consumer price trends released by Statistics Korea, while the price of processed foods rose by 4.1% year-on-year in May, bread prices jumped by 6.4%. The bread consumer price index reached 138.48, marking a 38.48% increase over five years compared to the base year of 2020 (100). This increase is steeper than that of tteokbokki and fried chicken, which are among the most popular snacks in Korea. Bread, once an affordable treat for everyone, has now become something people hesitate to choose due to its high price. How did the price of bread in Korea end up rising so sharply?

Demand for healthy bread is increasing amid the craze for "slow aging." Photo by Pixabay

Breads marketed as healthy-such as low-sugar, gluten-free, and high-protein varieties-are establishing themselves as differentiated strategic products that sell well despite being more expensive than regular breads, fueled by the "slow aging" (the trend of aging slowly and healthily) craze. More consumers are now choosing breads based on ingredients and nutrition, even if they are pricier and less sweet.

Consumers Prioritize Ingredients and Nutrition Over Price

According to the "2024 Processed Food Consumer Attitude Survey Statistical Report" published by the Korea Rural Economic Institute, consumers prioritize factors such as taste, quality, and health over price when choosing bread or rice cake products. Of 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% answered "low price" as the most important factor. This clearly shows a shift in consumer preferences toward ingredients and health rather than simply affordable prices.

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

The healthy bread trend stems from negative perceptions of "refined wheat flour," the main ingredient in bread. Refined flour, which has the bran and germ removed during processing, lacks fiber, vitamins, and minerals, causing a rapid spike in blood sugar and poor nutritional balance. To address this, the bakery industry is now diversifying raw materials by using whole grains such as whole wheat and rye, as well as seeds like sunflower and sesame. In particular, whole wheat and rye have become representative ingredients for healthy bread because they have a low glycemic index and are rich in dietary fiber, providing a sense of fullness. Market research firm Future Market Insights projects that the Korean whole wheat flour market will grow from about 1.5 billion dollars in 2025 to 2.1 billion dollars by 2035.

Franchises Also Focus on Healthy Bread... Higher Prices Compared to Regular Products

Paris Baguette 'Blue Label'. Photo by Paris Baguette

The franchise industry is also accelerating its efforts to target the healthy bread market, led by whole wheat and rye. Paris Baguette launched its healthy 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 healthy breads, but prices remain higher than regular products. While the standard milk bread is priced at 3,500 won, Blue Label products are priced at ▲high-fiber whole wheat bread (5,300 won), ▲protein Roman meal bread (4,300 won), and ▲whole grain oat bread (4,200 won), making them at least 20% more expensive.

CJ Foodville's Tous Les Jours also entered the healthy bread competition in June by introducing its "SLOW TLJ" lineup. The key feature is the launch of high-protein, low-sugar products using grains such as kamut and oatmeal. However, compared to the daily milk bread (3,900 won), ▲Slow Oat Bread is priced at 5,200 won and ▲Kamut Grain Bread at 4,700 won, representing a 20-30% higher price range. Hotel bakeries are following the same trend. The "Pastry Boutique" at The Shilla Seoul introduced "Whole Wheat Sourdough Bread" and "Rye Sourdough Bread" in February this year, each priced at 14,000 won.