In India, European Soft Wheat Flour is making strides due to the increasing preference for its high-quality standards.
In the vibrant and ever-evolving world of India's food industry, a significant shift has been underway. European soft wheat flour is gaining traction, making its mark in the country's foodservice, bakery, and retail sectors. This trend is largely due to the superior quality, versatility, and premium positioning of European flour.
The "Pure Flour from Europe" campaign, co-funded by the European Union and led by ITALMOPA, is at the forefront of this movement. The campaign aims to showcase the benefits of European soft wheat flour at SIAL India 2025, taking place from December 11-13 at the India International Convention & Expo Centre (IICC), Yashobhoomi, New Delhi.
The growing preference for traceable and premium-quality ingredients in India's foodservice and food processing sectors is contributing to the demand for European soft wheat flour. This is evident in the consistent year-on-year growth in imports, with India importing 378 tons of Italian soft wheat flour in 2023, up to 378 tons in 2024. Italy was the largest EU exporter of soft wheat flour to India in 2024, contributing €348,000 worth of exports.
European soft wheat flour is recognised for its European milling standards, consistent quality, and product traceability. These factors, combined with the rigorous quality and food safety protocols adhered to by European mills, make European flour increasingly valued by Indian consumers and businesses seeking to differentiate their products in a competitive market.
The versatility of European soft wheat flour is another key factor driving its popularity. It performs well in various bakery and foodservice applications, producing desirable textures and being easy to work with. This versatility extends beyond traditional Indian breads to include pastries, cakes, and European-style breads, which are growing in popularity in urban India.
With rising health consciousness and demand for transparency in food products, European flour—often produced through sustainable and clean-label processes—aligns well with consumer preferences for safe and wholesome ingredients. This aligns with broader global trends, such as the preference for non-GMO and nutritionally enhanced wheat varieties, even though European soft wheat may not always be high in amylose.
The use of imported European wheat flour can add a premium touch to baked goods and foodservice offerings, appealing to a segment of consumers interested in international tastes and perceived higher quality. This premium positioning makes European soft wheat flour increasingly attractive to Indian businesses looking to innovate, meet evolving consumer expectations, and capture more of the premium food market.
The "Pure Flour from Europe" campaign provides information about its activities and events on its website, Instagram (pureflourfromeurope), Facebook (pureflourfromeurope), and email ([email protected]). For more details, visit www.pureflourfromeurope.com.
- The "Pure Flour from Europe" campaign, a joint initiative between the European Union and ITALMOPA, is steering the shift in India's food industry, showcasing the advantages of European soft wheat flour at SIAL India 2025.
- The campaign highlights the rising demand for traceable and premium-quality ingredients in India's foodservice and food processing sectors, driven by the increasing imports of European soft wheat flour.
- In the housing market of urban India, bakers and foodservice providers are recognizing the value of European soft wheat flour due to its European milling standards, consistent quality, and traceability.
- As global cuisines proliferate and consumers seek safe and wholesome ingredients, the versatility and premium positioning of European soft wheat flour make it a sought-after ingredient in India's lifestyle and food-and-drink sector.
- For businesses looking to innovate, meet evolving consumer expectations, and capture more of the premium food market, the use of imported European wheat flour can provide a unique selling point by offering international tastes and perceived higher quality.
