Following a year of pandemic turbulence and a newly established hybrid model of working, what are today’s consumers looking for from the bread market? A new report from Délifrance provides insight into what retailers and operators can expect.

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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, according to Prove It: A Bread Focus, a new report from Délifrance.

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

Other key findings from the report 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.

“Healthier options would encourage 21% of consumers to eat more bread”

“The UK bread market is currently worth £7.5bn1,” says Stéphanie Brillouet, marketing director for Délifrance. 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.”

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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.

For more than 30 years Délifrance has been developing bread, Viennoiserie, pâtisserie and savoury products for foodservice providers, retailers and bakers in about 100 countries around the world.

Using its heritage, artisan techniques, baking tradition and exacting standards of taste and quality, it helps its customers around the world attract, satisfy and delight consumers at each moment of the day.


1 Gira 2021