Home›Commodities›Agriculture›Traditional loaf bread consumption declines as consume…

Traditional loaf bread consumption declines as consumers shift to artisan

The Grain Foods Foundation, citing a survey of 1,043 US adults, found 21% are eating less traditional bread than a year ago, with 50% saying traditional sliced bread feels boring.

Reported · Written up by our desk · Agriculture

A new study from the Grain Foods Foundation, with market research firm Ipsos, points to generational and preference shifts behind falling consumption of conventional loaf bread in the United States.

According to the GFF/Ipsos research, 21% of consumers surveyed said they are eating less traditional bread than they did a year ago. The top reason cited was that traditional sliced bread feels boring, with 50% identifying that as a driver, followed by fewer sandwiches (41%) and efforts to eat fewer carbs (36%), alongside concerns about highly or ultra-processed foods (32%).

The study also highlights growing demand for artisan breads. It attributes the shift to consumers seeking better taste and texture, and it says artisan options can function as a clean label product with perceived health benefits.

Even as traditional bread declines, the report describes bread as a multi-meal staple. It found lunch is the main occasion for eating bread, cited by 80% of consumers polled, while 62% named breakfast and 51% named dinner.

More like this

Sources