Across Europe, bread is undergoing a quiet transformation – rooted in tradition but shaped by innovation.
According to recent data, volume sales of speciality bread in the UK increased by 9.4% between 2021 and 2024, while sourdough sales rose by 4.3% from March 2023 to March 2024.¹⁻²
Health is a major driver: in one consumer survey, 73% of UK respondents stated they recognized the gut-health benefits of fibre, which would influence their purchase decisions.³ Sourdough and artisan breads made with ancient grains are particularly aligned with this demand for cleaner labels and gut-friendly products.
According to Simon Atkins, an expert on the UK and EU bakery industry and advisor to the EU’s ‘More Than Only Food & Drink’ campaign: “The rise of sourdough has accelerated the use of ancient grains such as emmer, einkorn, and rye, as both artisan bakers and large-scale manufacturers strive to create less processed recipes that align with consumer demand for naturally fermented breads.”
Throughout the EU, the availability of grains has long influenced baking traditions, so much so that some breads have become cultural icons.
In Italy, for example, a country renowned for its culinary heritage, bread culture is deeply rooted in the quality of its ancient grains – many of which are unique to Italy and have been cultivated by farmers for millennia. One notable example is Pane di Matera PGI, a traditional sourdough bread originally baked in the natural stone shelters of Matera and cooked in the town’s communal ovens. The bread is shaped to reflect the region’s striking landscape and its unique golden crumb.
Now produced on a larger scale to meet demand, Pane di Matera PGI must be made within the province of Matera, with at least 20% of the semolina derived from local ecotypes and ancient grain varieties such as Senatore Cappelli, Duro Lucano, Capeiti, and Appulo.
In Finland, rye bread has become a national symbol, even being voted the country’s national dish during its centenary celebrations in 2017. Rye grain was first cultivated in Finland over 2,000 years ago. Its adaptability to various soil types and ability to ripen during the short summer contributed to its status as a beloved staple of the Finnish diet.
The EU is also investing in the future of ancient grains. The HealthyMinorCereals project supports the preservation and use of emmer, einkorn, spelt, rye, and oats.⁴ These grains not only thrive in less fertile soils but also retain more micronutrients than modern wheat.⁵
“When it comes to the health benefits, heritage grains and sourdough are easier to digest because they take time to process. There is a belief that these breads have lower gluten content, but in reality, it is because the gluten quality is much better, and the fermentable carbohydrates have more time to naturally ferment away as low input grains they require less fertilization,” adds Atkins.
Fueling the circular economy
Innovation in EU bakery doesn’t stop at ingredients. Every year, five million tons of bread are wasted across EU production and retail – amounting to €12.5 billion in losses. Forward-thinking operators are turning this waste into opportunity.⁶
Renowned for its diverse beer styles, a Belgian beer company claims to be the first to transform unsold bread into beer and then use brewing waste to produce bread. Founded in 2013, the company recycled approximately 50 tons of bread in its first two years.⁷ Today, 100% of its spent grains are reused and it also incorporates uneaten apples from local gardens and re-used hops in its beers.⁸
Even small-scale production waste is being reimagined. According to Rebread, dough production typically results in a 5% surplus, and across the EU, this is increasingly being recovered.⁸
In Poland, post-COVID unpredictability and the cost-of-living crisis led one company to explore new uses for surplus bread. Inspired by an Austrian bakery distilling bread into alcohol, they developed a craft distillate now used in cosmetics, soft drinks, and biodegradable packaging.⁸
The company collaborates with partners within the EU to create a range of sustainable solutions from a product that would have previously been discarded. One of its innovations uses bread as a substrate to cultivate fungi, thereby converting carbohydrates from surplus bread into high-quality protein, fibre, and bioactive compounds. Made from at least 98% locally sourced surplus bread, the product minimizes the carbon footprint compared to traditional plant-based protein sources.⁸
Working with this bread-based protein, a Spanish food production network has developed a functional premix for bakeries. The product demonstrates the potential of mixes to reduce the environmental footprint of the bakery industry, while also enhancing the flavor and nutritional qualities of the bread.⁸
A recipe for the future
As consumer expectations shift toward healthier, more transparent, and more sustainable choices, the EU’s bakery sector is rising to the challenge – drawing on deep-rooted traditions while embracing new technologies and circular thinking. From the revival of ancient grains to inventive waste-reduction strategies, find out how bakers across Europe are proving that heritage and innovation can coexist beautifully.
References
- Circana. On the rise: how speciality breads are winning over consumers.
- Kantar 2024. Sourdough surge: why the speciality loaves are winning over shoppers.
- Bidfood. Food Trends Report 2025.
- European Commission. An integrated approach to diversify the genetic base, improve stress resistance, agronomic management and nutritional/processing quality of minor cereal crops for human nutrition in Europe.
- Healthy Minor Cereals. An integrated approach to diversify the genetic base, improve stress resistance, agronomic management and nutritional/processing quality of minor cereal crops for human nutrition in Europe.
- Politico. How Belgian brewers are turning waste into taste.
- Brussels Beer Project. Join the playground.
- Rebread.