This growth is impressive considering the long-term decline of bread consumption in the UK. Volume sales of traditional loaves are declining at a faster rate than the number of alternative breads sales are increasing, and bread is gradually becoming a less integral component of many Britons’ everyday diets amid the diversification of consumer interests in this market.
New product developments in competing wheat-based markets such as breakfast cereals and biscuits, as well as the popularity of low-carbohydrate diets, are contributing to the decline in sales of sliced loaves, whether white, brown or wholemeal.
Consumers are instead choosing to consume breads from the culturally diverse speciality breads sector, although they are doing so on a less regular basis, with many consumers opting to do so at dinner, when such products are occasionally used to make the meal more ‘special’.
Nevertheless, total market value still increased in 2013 due to the ongoing effects of inflation on retail prices, as well as the higher expense of specialty breads.
The rapidly growing demand for gluten-free breads and homemade sandwiches also contributed to value growth in 2013, despite falling volume sales.
The perception that gluten is unhealthy, difficult to digest and calorific is fuelling sales of gluten-free bread among the increasing number of consumers who are prioritising weight loss.
Homemade sandwiches, on the other hand, are an increasingly popular lunchtime solution because they save time and money. High demand for packed lunch products among adults and children has been boosted by NPDs – combination rolls, wraps and flatbreads are now available, while recent innovations also focus on the already popular bagels category.
Although bread consumption continues to decline, based on the diversification of consumer interests in this market, the very nature of this trend is creating new avenues for growth in other sectors.
Key Note forecasts growth of 10.9% between 2014 and 2018 within the bread and bakery products market.
© FoodBev Media Ltd 2021
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry.
Don’t miss out on having your innovations recognised on a global scale.
Deadline for entries 23 July – enter now!
Don’t get left behind
Start your free Foodbev magazine trial today and join thousands of fellow industry professionals in receiving food and drink trends direct to our business.
Click here to start your free trial