A loaf of supermarket white bread has fallen by 4.5% in year, according to new research.

The average price of an 800g pack now stands at £1.25, compared to £1.31 this time last year and £1.27 in August, according to latest data by mySupermarket.

The findings form part of the website’s Groceries Tracker, which monitors the cost of 35 weekly essential items and publishes the price each month and reflect a wider trend for falling prices.

The overall cost of groceries was 5% cheaper in September 2015  - a typical 35-item basket cost £85.93 compared to £90.81 in September 2014.

A spokesman for mySupermarket.co.uk said: “There are a number of factors that could influence the price of bread. These include global factors, the cost of ingredients or supermarkets pricing this popular product as cheaply as possible or even selling at a loss. It is a very competitive environment for supermarkets and bread can form a key ’basket builder’ product and therefore priced as a loss leader.”


Gilad Simhony, mySupermarket.co.uk’s chief executive, added that the fall in grocery prices should be met with caution.

He added: “They are part of an environment of confusing and regular price changes designed to catch shoppers out and pay more for the products they love. The arrival of carrier bag charges this month heralds another charge that consumers will be expected to cover.

A new study has also revealed that more than 40% of Brits have swapped out bread for sandwich alternatives. 

Of those ditching bread, wraps are the most popular alternative, with 62% of consumers buying them. Rolls and pitta are the next most popular alternatives (see below).

Meanwhile, 15% have moved away from bread and baked goods completely, choosing low ­carb options such as lettuce instead.

Harris Interactive – which polled 2,019 Brits on behalf of The Grocer a sister title of British Baker – found that 54% believe wholemeal and seeded loaves are healthier than white bread.