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Shoppers diversify bread picks, with wraps and rolls leading

A GFF-commissioned survey of 1,043 US adults found 53% bought traditional sandwich bread in the past three months, while 71% bought tortillas or wraps and 57% bought rolls.

Reported · Written up by our desk · Agriculture

Bread consumption in the US is staying relatively steady, but shoppers are expanding beyond traditional white and wheat loaves, according to new research commissioned by the Grain Foods Foundation and conducted with Ipsos.

The survey of 1,043 US adults found 53% said they purchased traditional sandwich bread in the past three months, compared with 22% who bought artisan bread, 14% who chose alternative bread formats, and 11% who selected better-for-you options.

Among specific items, tortillas or wraps were the most commonly purchased, cited by 71% of respondents. Rolls followed at 57%, then sliced wheat or whole wheat sandwich bread at 53%, sliced white sandwich bread at 50%, and sourdough bread at 45%.

The study also found traditional bread buyers are broadening their baskets, with 72% of those who primarily purchase traditional sliced bread reporting they bought tortillas or wraps, and 59% reporting they bought rolls during the same period.

Latest closeWheat $774.75 ▲1.4%

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