What consumers want from their daily bread
Understanding shoppers’ bread preferences might help bolster sales of this supermarket staple
While bread remains a staple of the American diet, consumers are eating it less frequently and in smaller quantities. According to IRI data, in the 52 weeks ended Feb. 2, bread sales were basically flat at $9.1 billion, up a small fraction of 1% from the same period the year before.
A recent study from Comax Flavors revealed a number of bread trends among different generations that could help retailers reinvigorate and market the category to a changing customer base.
“We recognize that the bread market is stagnant,” said Catherine Armstrong, vice president of corporate communications for Comax Flavors. “Consumers are gravitating toward low-calorie, whole grains, artisanal and gluten-free breads and we wanted to better understand what’s happening among the general population.”
Among the findings, based on survey results of those who consume “sliced bread:”