Key facts
- Traditional bread consumption is declining due to reduced sandwich use, carb concerns, and younger consumers finding it boring.
- Artisan breads are gaining popularity for their taste, texture, and perceived health benefits.
- 21% of consumers surveyed reported eating less traditional bread than a year ago.
- Half of consumers find traditional sliced bread boring compared to other bakery options.
- Bread remains a staple across breakfast, lunch, and dinner, and is also used for snacking.
Fragmentation of bread consumers and generational divides are key factors behind decreased consumption of conventional loaf bread, according to a new study from the Grain Foods Foundation (GFF).
The GFF/Ipsos research, titled “Consumer Perspectives on Bread,” identified four “purchaser personas” with differing goals when buying bread: the Traditional Loyalist, the Artisan Advocate, the Better-For-You Optimizer and the Alternative Explorer. At the same time, generations of shoppers — Generation Z, millennials, Generation X and baby boomers — exhibit varying behaviors in demand for bread, the types of bread they buy, what they want from bread and how they interact with the category.
Traditional bread consumption is declining due to reduced sandwich use, carb concerns and younger consumers finding it boring. Meanwhile, artisan breads are gaining popularity by delivering on taste and texture, while doubling as clean label with perceived health benefits. Of consumers surveyed, 21% said they were eating less traditional bread than a year ago. When asked why, 50% said traditional sliced bread feels boring versus other bakery options available today.
Respondents also cited other reasons for consuming less traditional bread, including eating fewer sandwiches (41%), trying to eat fewer carbs (36%), concerns about highly or ultra-processed foods (32%), lack of nutritional value (26%), personal health reasons (22%) and a preference for the taste/texture of other kinds of bread (21%).
Despite the shifts, bread remains a staple from breakfast to dinner, described as a “multi-meal workhorse.” Lunch is the chief occasion for eating bread (80%), followed by breakfast (62%) and dinner (51%). Bread also serves snacking occasions, with consumers reporting eating it as a morning (12%), afternoon (17%), or late-night snack (11%).
The study identified distinct groups of bread shoppers: Traditional Loyalists seek value and pragmatic, affordable options; Artisan Advocates focus on gut health and premium sensory experiences, with 72% believing sourdough is better for digestion; Better-For-You Optimizers look for specific functionality like high protein or fiber, with 52% prioritizing nutritional benefits; and Alternative Explorers prioritize versatility with items like tortillas and wraps, while also finding food waste a concern.
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