What’s fueling the next wave of sourdough demand?
3 Sep 2025
Sourdough remains one of the fastest-growing bakery trends in 2025⁵, with global conversations up 79% year-on-year and 70% of consumers saying it makes baked goods taste better. Even pop culture is rising with it. After Taylor Swift confessed her “sourdough obsession”¹ on the New Heights podcast, searches for “Taylor Swift sourdough” spiked 2,350%² overnight. And this isn’t just a passing trend, with gut health set to grow as a priority next year, sourdough is a smart long-term investment for bakers. We’ve gathered the latest insights to help you identify the most promising market opportunities.
As predicted, sourdough is still rising
If you thought sourdough peaked during the lockdown years, think again. According to Puratos Taste Tomorrow research and trend predictions, sourdough remains one of the fastest-growing trends in the bakery industry5. But it’s not only the traditional kind consumers are seeking to taste more of.
Answer consumer demand with fresh formats and new applications
This sudden spike in attention surrounding Taylor Swift’s “confession” gives bakers around the world some insight into what consumers are open to explore. The opportunity today lies in offering sourdough beyond the traditional loaf.
Consumers are hungry for novelty, and open to experimenting. In fact, 63% say they want to try new or unusual flavor combinations⁶. Here are some of the most exciting sourdough formats on the rise:6
- Snacks: Mini sourdough pretzels, rye chips, and garlic breads are filling supermarket aisles. They combine wholesome appeal with indulgent flavor.
- Tortillas: PACHA’s gluten-free buckwheat sourdough tortillas meet demand for allergen and gut friendly wraps. A market worth stepping into.
- Naan: In the UK, a big hub for Indian restaurants, food wholesaler Brake’s offers sourdough naan which gives curry houses and cafés a modern twist on tradition.
- Unique applications: Starbucks has launched a sourdough donut, Jack in the Box reinvented its iconic sourdough burger, and organic bakeries like Rudi’s are offering sourdough hot dog buns.
- Emerging formats and flavors: On social media, sourdough focaccia sees conversations up 133% as it combines the tangy flavor of sourdough with the classic airy texture. While sourdough bagels available in flavors like Plain, Asiago Cheese, Everything Bagel, and Jalapeño and Cheddar have grown 190%.
Experiment with flavors… and leverage seasons
Sourdough’s distinctive tang is the perfect canvas for flavor exploration. Taylor Swift’s baking endeavors (blueberry lemon, cinnamon swirl, funfetti) mirror what’s trending online. Conversations about blueberry lemon sourdough are up 243% in the past year, while seasonal twists like cinnamon swirl sourdoughs or pumpkin inspired creations are generally gaining traction in cozy seasons like autumn.
Think launching citrus loaves in the summer, spiced varieties in autumn, and playful, colorful options like funfetti loaves/cookies for celebrations. Flavored sourdough is a safe space for experimentation.
Want to try it yourself? Bake our blueberry and lemon sourdough recipe.
Gut health is a rising consumer priority
Delicious flavour is only part of sourdough’s appeal. It also connects to one of the biggest bakery trends of 2025: gut health. Sparked by Netflix documentaries and amplified by TikTok health influencers, consumers now view the digestive system as central to wellbeing.
Sourdough’s natural fermentation makes it easier to digest and positions it as a bakery staple with a “health halo”. Combined with fibre-rich grains, seeds, or functional ingredients, it can help you deliver products that not only feel indulgent but support your customer’s wellness goals. This balance, pleasure and wellbeing, is exactly what today’s shoppers are seeking, don’t let this opportunity pass you by.
Are you bready to rise with the trend?
From artisanal ovens to supermarket aisles, sourdough is thriving, not fading. Interest is soaring, formats are diversifying, and flavors are multiplying. With global sourdough conversations and new formats like focaccia and bagels trending online, the renaissance is undeniable. For bakers, now is the moment to innovate. Whether through sourdough focaccia, sourdough bagels, tortillas, or blueberry lemon loaves.
When you’re ready to step into a new era of sourdough, contact your local Puratos representative. Or continue reading to find out how to bake sourdough bread on an industrial scale.
