ISLAMABAD, PAKISTAN — Pakistan is a very young country, not just historically but also in terms of the age demographics of its people. Over half the population is under the age of 25, according to Germany Trade & Invest. They grew up with the internet, online shopping, social media and all the rest, just like their contemporaries around the world. Their desires and preferences are reflected in nutrition and in their diet. Foods that can be enjoyed quickly and easily are in demand, especially in the metropolises and among the small but growing middle class. At the same time, there is a growing demand for healthy foods. 

The bread market is a good example. 

“People’s consumption expectations are changing and with them the challenges faced by the milling and baking industries in Pakistan,” said S.V. Joshi, area sales manager at Mühlenchemie (MC), a world market leader for flour improvement.

Joshi, whose sales territory includes the Pakistani region, knows the country, the people and the market. 

“Together with our customers, we find the right solution for every challenge,” he said.

Industry experts project growth

Bread and grain products are the largest category on the Pakistani food market. Experts forecast a turnover of around €7.86 billion in 2025. This dynamic growth is expected to continue in the following years, driven by higher disposable income and a growing population, which ranks as the world’s fifth largest at 240 million people, according to data from Statista. The market is expected to worth about €10.35 billion by 2029. This represents an annual annual growth rate of 7.12%, according to Statista. 

A dive into Pakistani culture reveals that traditional breads like naan, chapati and other flatbreads still play a major role. The reason is their variety is as great as their uses are diverse, from puffy to paper-thin, of fine white or whole meal flour, baked in a tandoor oven, fried in hot oil or prepared in a tava pan. Filled, rolled or folded, these bread varieties are perfect with many different dishes. 

At the same time, industrially-made convenience products have been gaining importance. This includes deep-frozen flatbreads that are quick to thaw and prepare. For fast and simple meals, sandwiches, baguettes, burger buns and wraps are becoming more popular. 

Alongside ready-to-eat products, the demand for healthier bread alternatives is growing, said Ataur Rehman Badar, director technical at Atullah Zia International, MC’s sales network partner.

“This is still a niche, mainly due to financial considerations,” Badar said. “However, in cities and among higher earners, there is a growing trend towards whole grain and darker breads similar to western varieties.” 

These changing consumer preferences are of great importance for industry players. Responding to these preferences requires innovation and diversified product offerings. Large industrial bakeries are already doing this, meeting consumer demands by focusing on freshness, shelf life and long availability at retail. The most important prerequisite for this is consistently high flour quality, and there are effective solutions to this challenge.  

Addressing quality fluctuations

Pakistan was the world’s seventh largest wheat producer in 2023-24 at 28.1 million tonnes, according to the Foreign Agricultural Service (FAS) of the US Department of Agriculture. The Pakistani government just released official data and raised the forecast for 2024-25 to a record 31.4 million tonnes, according to the FAS. But harvests have fluctuated over the years. Climatic conditions are the biggest factor. Rising average temperatures affect the yield and quality of the wheat, as does the monsoon season in March and April. 

The more than 1,000 flour millers in Pakistan are well acquainted with the effects of weather on wheat processing, but they still must meet customer expectations. Standardized flours are essential and the area of specialty of food technologist Novrani Bundhoo. She oversees the Pakistani market for MC, in the heart of the region. 

“Our enzyme solutions help millers produce consistent flour throughout the year, regardless of wheat quality.” Bundhoo said. “Depending on customers needs, we offer comprehensive and practical support, from analyzing their wheat quality to providing the most suitable solution in finished products. We also train our customers in the use of enzymes.”

Perfect results and high economy

With flatbread being one of the highest growth market segments globally, MC has developed a special toolbox for the international milling and baking industries. With a wide range of enzyme compounds, this comprehensive range of solutions contains everything needed to improve the quality of different flours, like atta, chakki-atta, fine or maida. 

Good stretchable doughs are particularly important for processing and for the market. More than in traditional artisanal baking, industrial processing in flatbread doughs are subject to high mechanical stresses and must therefore be stable and machine-workable. The toolbox contains solutions for this as well as for freshness and long shelf life.

The rising demand for convenience products means that packaged bread often spends days on the shelf. Yet consumers still expect full enjoyment. 

In addition to product-specific solutions, the toolbox offers economic benefits. The doughs treated with it absorb more water. This increases yield and the amount of bread produced. Furthermore, baking times are shorter, saving energy. 

“Whether traditional flatbread, sandwiches, baguettes, wraps or other types of bread, with our enzymic solutions we help bakers create more value,” Bundhoo said. 

MC customers in Pakistan can receive practical, on-site assistance at their production facilities, with joint testing that considers all the parameters needed for high-quality products. The expertise of the large, international MC network with its 10 worldwide Technology Centers is also available. 

Using the latest applications and lab equipment and considering local conditions, experts ensure product development that is close to customers and suitable for their operations, from wheat and flour analysis, through the selection of suitable enzyme solutions, to the perfect final product from the Technology Centers’ own test bakeries.

Dana Francksen is head of marketing for the Food Ingredients Division of Stern-Wywiol Group. She may be contacted at dfrancksen@stern-wywiol-gruppe.de.