WASHINGTON, DC, US — A longtime US household staple, bread is undergoing a consumer shift as shoppers gravitate from traditional white/wheat loaves to other category segments, new research from the Grain Foods Foundation (GFF) shows.

A GFF-commissioned survey of 1,043 US adults by market research and polling firm Ipsos found that consumers have become more diverse in their bread product selections, exhibiting a rising preference for artisan and sourdough varieties and sharpening their focus on ingredients and nutrition. Titled “Consumer Perspectives on Bread,” the study also revealed shoppers increasingly have branched out in bread formats beyond conventional loaf slices.

“Bread’s story is being shaped as much by media and dietary conversations as by what’s on the shelf, and independent, best-in-class insights have never mattered more,” said Erin Ball, executive director of the Grain Foods Foundation. “Consumer Perspectives on Bread gives our industry a clear, credible picture of where bread stands with today’s shopper as well as where it’s headed.”

Of the polled households’ primary bread purchasers, 53% said they purchased traditional sandwich bread in the past three months, compared with 22% buying artisan bread, 14% alternative bread formats and 11% better-for-you bread offerings.

Among specific bread items purchased in that time frame, tortillas/wraps led the field, with 71% of respondents buying them. Next were rolls (57%), sliced wheat/whole wheat sandwich bread (53%), sliced white sandwich bread (50%), sourdough bread (45%), artisan sliced bread (37%), baguette bread (31%), grains and seeds traditional sliced bread (30%), sandwich thins and flatbreads (23%) and ciabatta (20%).

Other varieties bought by at least 10% of those surveyed included rye/pumpernickel European-style bread (19%), high-protein/keto bread (14%), ancient grain loaves (12%) and focaccia (12%).

Still, traditional white/wheat sliced sandwich bread stood as the top bread purchase for the three-month period, cited by 78% of consumers polled. Interestingly, however, 72% of traditional bread primary purchasers said they bought tortillas/wraps during that time span, and 59% bought rolls.

“Traditional sliced sandwich bread remains the primary anchor for households, but its core buyers are actively diversifying with alternative formats like tortillas/wraps and rolls,” the GFF study said.

Consumption evolves

Bread consumption has stayed relatively level among consumers. Sixty-seven percent said they’ve eaten about the same amount of bread over the past year, compared with 18% reporting they eat less and 15% saying they eat more, according to the GFF/Ipsos research.

“Overall bread consumption remains largely flat, indicating that growth in the bakery aisle is a battle for share rather than increased volume,” the report said.

But changes in bread consumption clearly show a growing consumer predilection for artisan and better-for-you items, the study noted. For example, over the past year, 46% of respondents said they were eating more high protein/keto bread versus 46% eating about the same and 8% eating less, for a net shift of 38% — the sharpest of the varieties in the research. Next in terms of a net shift toward eating more were boule/batard (27%), sourdough (17%), sprouted grain (16%), ancient grain loaves (14%), sliced grains and seeds (11%), sandwich thins and flatbreads (4%), artisan-style sliced (3%), tortillas/wraps (2%) and focaccia (2%).

Sliced wheat/whole wheat bread and rye/pumpernickel showed no net shift in consumption. Meanwhile, 12% of those surveyed said they eat more sliced white bread versus 61% eating about the same and 27% eating less, for a negative net shift of 15%. Other varieties showing a net shift toward less consumption included rolls (-10%), ciabatta (-8%) and baguette (-4%).

“While traditional sliced white and wheat loaves remain flat or decline, many have actively increased their intake of functional, seeded and fermented breads and artisan types like sourdough,” the GFF study said.

Nevertheless, bread remains a “resilient staple” and a “nutritional anchor,” the report noted. Among respondents, 59% agreed bread and bread products are an affordable way to eat nutritiously, while 39% agreed that a good meal isn’t complete without bread or another bread product.

Changes in choice

But many of the consumers polled also agreed with the following: bread with visible grains/seeds is significantly better for health than traditional white bread (62%), sourdough bread is better for gut health/digestion than regular bread (53%), traditional sliced bread is boring compared to other bakery options (50%), artisan or grainy breads have less added sugar than traditional white bread (48%) and a standard loaf is too much to finish before it goes bad (28%).

In addition, 43% said they worry about carbs/weight gain and are trying to limit bread intake. Yet 36% said they are looking for a new bread type as their household’s staple, and 62% like to use alternative breads, such as wraps, to make different kinds of sandwiches.

“Despite nearly half actively limiting their intake due to carb and weight fears, a majority still view bread as an affordable way to eat nutritiously, highlighting the category’s enduring relevance for today’s shopper,” the study said.

On the health and nutrition front, whole wheat (36%) and simple/clean label (35%) topped the list of “healthy bread descriptors” that catch consumers’ eyes when shopping for bread, the research found, with “clean label” defined as bread with recognizable ingredients and/or five ingredients or less. Other descriptors appealing to respondents included high fiber (30%), low/no added sugar (24%), high protein (19%), sourdough starter/naturally fermented (19%), visible seeds (16%), ancient grains (14%), low calorie (14%) and sprouted grains (9%).

“Consumers define healthy and high-quality bread through foundational health cues, prioritizing whole wheat, clean labels and high fiber over niche diet claims,” the report said.

Those descriptors, along with sensory experience, also play into consumers’ “must-haves” when shopping for bread. Price, cited by 50% of consumers polled, was a top-three must-have when choosing bread, but more respondents cited taste (86%) and texture (55%). Other factors considered most important when bread shopping included clean ingredients (40%), shelf life (38%), healthier than other options (36%), loaf size (32%), visual appeal (28%), specific nutritional benefits (24%), low/no added sugar (24%), brand familiarity (18%), low carbs (15%) and low calorie (14%).

“While price is important, taste, followed by texture, are the ultimate ‘must haves’ that dictate the (bread) purchase decision,” the GFF study said. 

Russ Redman is senior editor at Milling & Baking News. Joining Sosland Publishing Company in 2024, he has deep experience covering the food and CPG sectors, primarily in the food, drug, mass and convenience retail and distribution channels. That includes stints as an editorial manager at two supermarket trade publications. He has a bachelor’s degree in journalism from Hofstra University in Long Island, N.Y. Connect with Russ Redman via email.