Four things to know about sourdough
1. Rising to the occasion
Gut health has gained attention for its impact on well-being. With fermentation breaking down gluten into smaller peptides, sourdough is easier to digest than traditional yeast-leavened bread. The benefits don’t end there. Fermentation also increases sourdough’s vitamin content levels and enhances mineral absorption, including iron, magnesium and calcium.
But what sells sourdough isn’t only the health benefits—it’s also the flavour! Bimbo Canada’s research finds that while consumers make diet choices with health in mind, “flavour remains supreme,” says Maryna Shcherbyna, senior marketing manager, elevated brands (Villaggio, Stonemill and Natural Bakery) at Bimbo Canada.
READ: Why Canadians are willing to indulge in baked goods
Sourdough’s sour notes come from lactobacillus, a bacteria also found in yogurt. But, fermentation also brings out a touch of sweetness. “Sourdough’s distinct tangy flavour has won over many fans,” says Shcherbyna.
2. Fresh start
Sourdough begins with flour and water (the “starter”), which ferment into a live culture of wild yeast and bacteria that helps the dough rise. “All bread was sourdough before the advent of commercial yeast,” says Natasha Tatton, co-director of BReD, a plant-based bakery and café in Whistler, B.C.
3. Beyond the boule
Sourdough starters aren’t limited to bread; they can be incorporated into any recipe that uses a flour base, including pastries, pasta, pizza dough, crackers, brownies and more. For this reason, Whole Foods Market forecast it as a trend to watch in 2025.
Kaslo Sourdough, a family business based in British Columbia’s West Kootenays, proudly claims to have invented the world’s first commercially fermented sourdough pasta. Kaslo Sourdough, available in whole wheat, quinoa and hemp, and in shapes such as spaghetti, rotini and macaroni, is sold in grocery stores nationwide.
“Twelve years ago, it was a big decision for our family to expand our business from baking sourdough bread,” says Kaslo Sourdough owner Silvio Lettrari. “But, the growth and success we’ve seen with the sourdough pasta really speaks to how many people are interested in eating healthy.”
Jo-Ann McArthur, president, Nourish Food Marketing, warns grocers that some products aren’t made from sourdough and don’t have a bacterial culture, but have a “sourdough flavour” made using vinegar or citric acid.
4. Kneading profits
Sourdough’s popularity soared during the pandemic baking boom. “It fostered community—people shared starters and tips online,” says Nourish’s McArthur. “As life got busier, people broke up with their starters and looked to stores and bakeries instead.”
Valued at US$2.45 billion in 2023, the global sourdough market is expected to reach $4.27 billion by 2033, a CAGR of 6.1%, according to research from Data Insights Market. “The demand for sourdough is at an all-time high,” explains Bimbo Canada’s Shcherbyna. “We use our own unique sourdough starter, which we fly in from Germany regularly.” This applies to the company’s Stonemill sourdough sliced breads, including Multigrain Rye and San Francisco Style. The starter produces a “springy texture,” while honouring “100-year-old family baking traditions.”
Shcherbyna advises retailers to educate store staff on sourdough’s benefits, provide ample shelf space and facilitate in-store sampling to boost sales.
Vince’s Market, with four Ontario locations, offers homemade sourdough bread crafted by Kristen Ferlisi Trimarchi, who is also the wife of Vince’s president Giancarlo Trimarchi. The sourdough is available up to three days a week and is promoted on social media. “Most is pre-ordered, so we bake nearly exactly what’s needed—about 15 loaves per store weekly,” says Trimarchi. Over the past year, Ferlisi Trimarchi has hosted six sold-out sourdoughmaking workshops, sponsored by Bob’s Red Mill, at $95 per participant. Additionally, Vince’s offers sourdough pizza dough, also made by Ferlisi Trimarchi.
Meanwhile, BReD launched its Organic Sourdough Starter (dehydrated wild yeast and bacteria) on Amazon at Christmas. “We’re selling nearly 200 a month online and a similar amount in local stores, including our own,” says Tatton.
