\n<\/p>\n
Gardenia opened its commercial bread production line at Pandan Loop in 1983, then later opening a second one. Meanwhile, Sunshine relocated its manufacturing operations to a new facility in Senoko in 1992, a site it has since vacated.<\/p>\n
At the same time, consumers also sought out another way to satisfy their bread cravings.<\/p>\n
From the 1980s, bakery chains that offered consumers a far wider range of breads, buns and pastries than regular sliced bread started popping up across housing estates and shopping malls.<\/p>\n
Among the pioneers was PrimaDeli, which was established in 1992.<\/p>\n
According to its website, it is Singapore\u2019s first home-grown halal bakery franchise and the country\u2019s longest-running food franchise.<\/p>\n
Other players soon followed. BreadTalk introduced a new retail concept when it opened its first outlet at Bugis Junction in 2000.<\/p>\n
Its “bread boutique” model featured open kitchens and creatively branded products.<\/p>\n
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.<\/p>\n
BreadTalk, for example, would become renowned for its meat floss buns, while PrimaDeli was known for its various takes on chiffon cakes.<\/p>\n
SUSS\u2019 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.<\/p>\n
\u201cDespite demanding schedules, many consumers are willing to sacrifice convenience and pay premium prices for products they perceive as superior in quality.\u201d<\/p>\n
In recent years, the bakery scene would undergo one more evolution to satisfy consumers\u2019 wants: artisanal bakeries that specialise in higher-quality, small-production loaves influenced by European baking methods.<\/p>\n
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.<\/p>\n
For instance, a loaf of artisanal sourdough bread can cost up to S$20 (US$15.50), or even more.<\/p>\n
\u201cGood consumption is becoming a valuable indicator of cultural identity and social status. It reflects cultural identity, economic status, and societal norms,\u201d said NTU\u2019s Prof Chen.\u00a0<\/p>\n
At Konditori Artisan Bakes and Pastries, pastries with local flavours such as the beef satay croissant and jalapeno bagel have proven popular with customers.\u00a0<\/p>\n
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.<\/p>\n
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 \u201cvisually appealing\u201d with \u201ctaste on an equal level\u201d.<\/p>\n
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.<\/p>\n
\u201cOur customers have been coming for many years, so they can tell if there\u2019s even been a hint of a change. But for the majority of the time, we keep to the same ingredients that we have.\u201d<\/p>\n<\/div>\n
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