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Consumer Trends in Bread Consumption
A recent study commissioned by the Grain Foods Foundation (GFF) has revealed a shift in consumer preferences when it comes to bread choices. The survey, conducted by Ipsos, gathered insights from 1,043 US adults, highlighting a move away from traditional white/wheat loaves towards artisan and sourdough varieties. Consumers are now placing a greater emphasis on ingredients and nutrition, leading to a more diverse selection of bread products on the market.
According to the research, traditional sliced sandwich bread remains a popular choice, with 53% of primary bread purchasers opting for this option. However, there has been a notable increase in the purchase of artisan bread (22%), alternative bread formats (14%), and better-for-you bread offerings (11%).
Among specific bread items purchased, tortillas/wraps were the most popular, followed by rolls, sliced wheat/whole wheat sandwich bread, sliced white sandwich bread, sourdough bread, artisan sliced bread, and others.
Evolution of Bread Consumption
While overall bread consumption has remained steady, there is a growing preference for artisan and better-for-you bread options. The study found that consumers are increasingly turning to high protein/keto bread, boule/batard, sourdough, and sprouted grain varieties. On the other hand, traditional white/wheat bread has shown a decline in consumption.
Despite concerns about carbs and weight gain, bread continues to be viewed as an affordable and nutritious staple. Many consumers believe that bread with visible grains/seeds is healthier than traditional white bread and that sourdough bread is beneficial for gut health.
Healthy Bread Choices
When it comes to selecting bread, consumers prioritize descriptors such as whole wheat, simple/clean label, high fiber, and low/no added sugar. These attributes, along with taste and texture, play a crucial role in the bread shopping experience. While price is important, taste remains the ultimate factor influencing the purchase decision.
Overall, the study underscores the evolving landscape of bread consumption, with consumers seeking a balance between traditional staples and innovative, health-conscious options.