Prove It: A Bread Focus, a new report from Délifrance, reveals that while the popularity of white, brown and wholemeal loaves remains strong, other trends such as health, sustainability, indulgence and Covid-related hygiene concerns are impacting the bread arena for operators and retailers alike.

Taste, quality, freshness and convenience are top of the agenda when it comes to purchasing bread, however the report also reveals that the perception of bread is evolving as consumers increasingly search for functional foods both in terms of health and indulgence. To help retailers and operators benefit from these changes, in-depth insight is provided into what consumers want (such as inclusions and alternative flours), when they want it and what will encourage them to buy.

Stéphanie Brillouet, marketing director for Délifrance, says: “The UK bread market is currently worth £7.5bn[1]. As some 41% of consumers eat bread every day or almost every day, there are plenty of opportunities to reach staple bread fans and new consumption occasions, particularly when we take into account that we expect to see increased indulgence and health-based snacking in the category. Indeed, our research reveals that healthier options could encourage 21% of consumers to eat more bread. 

“With the new hybrid working model set to continue, the report also includes invaluable advice and tips on how retailers and operators can maximise on this way of life, from highlighting ‘added value’ ingredients and sustainable packaging to making a limited menu more versatile through bread choices.”

Other key findings include:

  • Consumers eat the most bread at lunch (57%), followed by breakfast (29%) then dinner (24%)
  • 13% of consumers will probably choose something different at the weekend when sourdough loaves, rye breads, Italian-style breads, breads with inclusions and baguettes are more likely to be eaten
  • 17% buy seeded loaves at least once a week. These consumers are more likely to be interested in ingredients than the average bread consumer and less concerned about price, indicating there is a link between health benefits and a willingness to spend
  • 44% would like to see more breads with added ingredients such as nuts and seeds for health, cheese and olives for indulgence.

The report’s findings are drawn from interviews with UK adults who regularly eat bread as well as research conducted in France, Germany and Italy. In addition, Délifrance partnered with leading trends consultants, Harris & Hayes and commissioned Nielsen to run a UK-wide retail study that includes insights from households. Data was also obtained from social listening tool Delve Insights that monitors thousands of online conversations to identify consumer trends.

Click here to download your free copy of Prove It: A Bread Focus containing the very latest insight from Délifrance into bread and how best to harness current and future trends.

[1] Gira 2021

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