What key trends are currently shaping the industrial bakery sector in the Middle East?
Clearly, we can see the bakery industry here is changing fast. Meanwhile, consumers are asking for products that are convenient and healthier with less sugar, less salt and more natural ingredients. At the same time, industrial producers are focused on making operations more efficient and consistent while also considering sustainability. Therefore, this combination of consumer demand and production challenges drives strong innovation in baking and fermentation solutions.
How do you see the market evolving over the next few years in the Middle East?
The outlook is very positive. Moreover, with population growth, urbanization and younger generations seeking variety, we expect steady expansion. Certainly, traditional Middle Eastern breads will remain strong, but rising interest in international bakery products is clearly evident. To stay competitive, industrial players will keep investing in automation and new technologies, while clean-label sustainable solutions become increasingly important.
At the same time, digitalization comes to the forefront in every market. Furthermore, it holds a crucial position for us as we address customer needs. Notably, services like the Lesaffre & Me mobile app with the integrated Dr. Bread 2.0 feature give partners access to technical expertise, recipe inspiration and practical tools at their fingertips.
Consequently, these digital solutions strengthen our collaboration and help customers adapt more quickly to market trends. For us at Lesaffre Gulf, this mix of innovation, tradition and digital services supports the evolution of the bakery industry in the region.
What upcoming product innovations or releases can customers expect from Lesaffre?
Innovation is a big part of our DNA. Currently, one of our priorities is helping industrial bakers extend product shelf-life while maintaining the taste and texture consumers expect. Indeed, this is a key issue in the region where distribution and logistics can be complex.
Moreover, we are very excited about our specialty sourdough launches:
• Livendo Tradizy Panettone, which brings the richness of Italian baking.
• Livendo Tradizy Durum, highlighting the unique character of durum wheat.
Therefore, these products show how we bring together tradition and innovation to give our customers new tools to differentiate themselves.
How does Lesaffre adapt its industrial products to meet the specific needs of Middle Eastern clients?
The Middle East is a unique market, especially with its strong culture of flatbreads and local specialties. Therefore, our products need to perform well with very different flours, under specific climatic conditions and for consumer tastes. Moreover, we spend significant time with our customers to truly understand these challenges. Thanks to our Dubai Baking Center™ and local technical team, we fine-tune solutions and provide training, and offer hands-on support. Ultimately, this close collaboration allows us to deliver not just ingredients but real value to our partners.
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About author
Rita Ghantous
Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.
