WASHINGTON, DC, US — Fragmentation of bread consumers and generational divides are key factors behind decreased consumption of conventional loaf bread, according to a new study from the Grain Foods Foundation (GFF).

Released last week, the GFF/Ipsos research, titled “Consumer Perspectives on Bread,” identified four “purchaser personas” with differing goals when buying bread: the Traditional Loyalist, the Artisan Advocate, the Better-For-You Optimizer and the Alternative Explorer. At the same time, generations of shoppers — Generation Z, millennials, Generation X and baby boomers — exhibit varying behaviors in demand for bread, the types of bread they buy, what they want from bread and how they interact with the category, the report showed.

“Traditional bread consumption is declining due to reduced sandwich use, carb concerns and younger consumers finding it boring,” said the GFF study, based on a survey of 1,043 US adults by market research and polling firm Ipsos. “Meanwhile, artisan breads are gaining popularity by delivering on taste and texture, while doubling as clean label with perceived health benefits.”

Of consumers surveyed, 21% said they were eating less traditional bread than a year ago. When they were asked why, one big reason emerged: 50% said traditional sliced bread feels boring versus other bakery options available today.

Respondents also cited a host of other reasons for consuming less traditional bread, led by eating fewer sandwiches (41%), trying to eat fewer carbs (36%), concerns about highly or ultra-processed foods (32%), lack of nutritional value (26%), personal health reasons (22%) and a preference for the taste/texture of other kinds of bread (21%). Other reasons were that traditional bread causes weight gain (19%), has become too expensive (17%), contains too much added sugar (17%), goes bad before the loaf is finished (15%), doesn’t meet personal dietary restrictions (7%) and avoidance of gluten (4%).

“Half of consumers find traditional sliced bread boring, while its overall decline is driven by a macro shift away from sandwiches and growing concerns over ultra-processed carbohydrates,” the study said.

Bread shopper cohorts

Still, bread remains “a bread staple from breakfast to dinner,” the report noted, describing the category as a “multi-meal workhorse.” While lunch stands as the chief occasion for eating bread — cited by 80% of consumers polled — many respondents also named breakfast (62%) and dinner (51%) as meal dayparts in which they consume bread. The category, too, provides snacking occasions, with consumers saying they also eat bread as a morning (12%), afternoon (17%) or late-night snack (11%).

Amid the swirl of consumer behaviors and preferences, the GFF study found distinct groups of bread shoppers:

• Traditional Loyalists: Called the “bedrock of the category,” traditional sandwich bread buyers are driven by value but highly pragmatic. They seek reliable, affordable options rather than trendy health claims. As the most price-sensitive group, 57% see price/value as a must-have when shopping for bread, compared with 37% of better-for-you buyers.
• Artisan Advocates: Buyers of artisan and sourdough bread focus on gut health and premium sensory experience. The research found 72% of these bread purchasers think sourdough is better for their gut health and digestion, and half demand clean ingredients.
• Better-For-You Optimizers: These bread shoppers are looking for specific, measurable functionality and buy seeded, sprouted and keto bread. Fifty-two percent consider nutritional benefits like high protein or fiber as a must-have, and 79% associate visible grains and seeds in a bread product with better health.
• Alternative Explorers: Versatility is key for these bread buyers, who anchor their pantries with tortillas, wraps and rolls that may be used in different eating situations. At the same time, they find food waste as a friction point. Almost 30% report discarding bread frequently — more than twice the rate of traditional buyers — and 40% think a standard-size loaf offers too much bread.

The mix of preferences among these bread shopper groups has driven the “artisan advantage,” the GFF study said, explaining that this category segment offers consumers a “trifecta of taste, texture and health.” Fifty-three percent of those eating more artisan, sourdough or alternative bread varieties said they believe sourdough bread is better for gut health and digestion than regular bread. Similarly, 48% see artisan and grainy bread as containing less added sugar than conventional white bread.

Other reasons consumers are eating more artisan or sourdough bread included better taste than traditional bread (48%), better texture or crust (43%), healthier than other types of bread (42%), provides premium experience at home (36%), fewer artificial ingredients or preservatives (32%), higher in fiber (30%), helps gut/digestion (24%), good source of protein (23%), less sugar than traditional bread (23%) and better overall value for the price (21%).

“A third (of bread buyers) are eating more artisan breads compared to last year, not just for health plays but also as premium ‘treat’ upgrades that deliver superior sensory experiences,” the report said.

Generational preferences emerge

Generational differences also are driving shoppers’ changing mindset for bread as well. According to the study, Gen Z — the youngest shoppers — “significantly over-indexes” in choosing sourdough (30%) as their “ultimate everyday staple” bread for the next five years, whereas older generations are sticking to traditional white and wheat.

Forty-seven percent of surveyed shoppers from the next-youngest generation, millennials, said they’re experiencing “sandwich fatigue” and seeking a new type of bread as their staple, with 55% saying that traditional sliced bread feels “boring.” Taste was named as a must-have by boomer (91%) and Gen X (89%) consumers, rather than health claims like low-calorie that attract younger shoppers.

In addition, generational divides reflect how consumers are finding “their next favorite bread,” the GFF report said. While boomers and Gen X still rely on in-store displays and samples, 48% of Gen Z and 30% of millennial shoppers are going to TikTok, Instagram and Pinterest to see what’s new and hot in bread.

“While older cohorts anchor the category with a demand for uncompromising taste, younger generations are turning to social media for bread discovery and inspiration,” the report said.

Reflecting the generational variances, when consumers were asked to name their household’s primary bread, sliced wheat/whole wheat sandwich bread was named by 25% of Gen X and 24% of boomer shoppers, compared with 20% of millennials and 16% of Gen Zers. Yet 11% of Gen Zers and 10% of millennials cited sourdough (versus 9% of Gen Xers and 8% of boomers), and 14% of Gen Zers and 10% of millennials named tortillas/wraps (versus 8% of Gen Xers and 5% of boomers).

Gen Z consumers by far showed the highest preference for artisan-style sliced bread (11%) and were the top group naming high-protein/keto bread (5%) as their primary choice.

“With overall bread consumption remaining largely flat, growth in the bakery aisle is a fierce battle for share,” the GFF study said. “While traditional bread is the volume driver, it suffers from a boredom issue. Bread makers could curtail this fatigue by elevating the everyday loaf — innovating with subtle texture upgrades, promoting new digital-first usage occasions beyond the standard sandwich and loudly defending its value as affordable nutrition.”

Looking ahead, bread makers should “aggressively expand into sourdough, seeded and high-protein formats,” the study said. “To be set up for tomorrow’s growth, portfolios should reflect the consumer’s new aspirational staples.” 

Russ Redman is senior editor at Milling & Baking News. Joining Sosland Publishing Company in 2024, he has deep experience covering the food and CPG sectors, primarily in the food, drug, mass and convenience retail and distribution channels. That includes stints as an editorial manager at two supermarket trade publications. He has a bachelor’s degree in journalism from Hofstra University in Long Island, N.Y. Connect with Russ Redman via email.