From kaya toast to sourdough: Can nostalgia save Singapore’s traditional bakeries from fading away?

Unlike traditional bakeries which typically stuck to tried and tested recipes, these chains gave consumers a wide-ranging choice of novel flavours that came with strong brand marketing backing up the products.

BreadTalk, for example, would become renowned for its meat floss buns, while PrimaDeli was known for its various takes on chiffon cakes.

SUSS’ Assoc Prof Chang said that as Singapore continues to develop economically, consumers increasingly seek a higher quality of life, with good food playing an important role in overall well-being.

“Despite demanding schedules, many consumers are willing to sacrifice convenience and pay premium prices for products they perceive as superior in quality.”

ARTISANAL EURO BREADS BURST INTO SCENE

In recent years, the bakery scene would undergo one more evolution to satisfy consumers’ wants: artisanal bakeries that specialise in higher-quality, small-production loaves influenced by European baking methods.

The growing popularity of artisanal bread, particularly among younger consumers, shows a willingness to pay more for products that are deemed fresher, less processed and made with good quality ingredients.

For instance, a loaf of artisanal sourdough bread can cost up to S$20 (US$15.50), or even more.

“Good consumption is becoming a valuable indicator of cultural identity and social status. It reflects cultural identity, economic status, and societal norms,” said NTU’s Prof Chen. 

At Konditori Artisan Bakes and Pastries, pastries with local flavours such as the beef satay croissant and jalapeno bagel have proven popular with customers. 

At the same time, customers still enjoy more classic offerings such as the chocolate croissant or an orange peel brioche, said assistant bakery manager Ms Izzah.

When asked how customers have dealt with the rise in prices of pastries from the bakery over the last decade, Ms Izzah said that she believes customers are willing to pay the extra money for a quality product that is “visually appealing” with “taste on an equal level”.

Despite the rise in costs of manpower and ingredients, the bakery has also tried to stick to original recipes for its longstanding offerings and not cut corners with newer creations.

“Our customers have been coming for many years, so they can tell if there’s even been a hint of a change. But for the majority of the time, we keep to the same ingredients that we have.”