Meeting Consumer Expectations: What Shoppers Look for in Their Daily Bread

Bread remains a staple of the American diet, but shifting consumer preferences and health concerns have led to stagnation in the category. According to IRI, bread sales were relatively flat at $9.1 billion in the 52 weeks ending Feb. 2, representing only a slight increase compared to the prior year.

To better understand these dynamics, Comax Flavors conducted a study revealing generational trends and consumer priorities that could help retailers revitalize the bread aisle.

Key Findings

1. Purchase Drivers
   • Price: Two-thirds of respondents cited price as the most important factor in sliced bread purchases.
   • Taste: Ranked second, with 57% of respondents naming it a key consideration.
2. Flavor Preferences
   • Whole Wheat: The most popular flavor, consumed by 45% of respondents across all generations.
   • White Bread: The second most popular, with 43% of respondents enjoying it.
   • Other Varieties:
     • Multigrain: 22%
     • Honey Wheat: 19%
     • Rye: 14% (most consumed by Baby Boomers at 19%, while Gen Y shows minimal interest)
     • Sourdough: 14%

Generational and Market Insights

Changing dietary habits have reshaped the bread landscape:

• Baby Boomers favor traditional options like rye bread.
• Gen Y and Millennials lean towards more innovative or health-conscious offerings, such as gluten-free, low-calorie, and artisanal varieties.

Addressing Consumer Perceptions

Market research firm Mintel highlights bread’s persistent negative health image, with consumers wary of its carbohydrate, sodium, and fat content. To stay competitive, manufacturers and retailers have adapted to trends emphasizing:

• Low-calorie and whole-grain options.
• Artisan and small-batch production for perceived quality.
• Gluten-free alternatives for health-conscious and specialty-diet consumers.

Opportunities for Retailers

To reinvigorate bread sales and align with consumer priorities, retailers should:

1. Highlight Health Benefits: Promote bread options that cater to wellness trends, such as whole grains, low sodium, and fortified varieties.
2. Emphasize Value and Taste: Given the importance of price and flavor, ensure competitive pricing and spotlight products with superior taste profiles.
3. Diversify Offerings: Expand the availability of artisanal, gluten-free, and other specialty bread types to attract younger, health-focused shoppers.
4. Educate Consumers: Use in-store signage or digital channels to communicate the nutritional benefits of healthier bread choices.

Conclusion

While bread faces challenges in maintaining its place on American tables, understanding and adapting to changing consumer preferences can reinvigorate the category. By focusing on value, taste, and health-conscious innovations, retailers can attract a broader audience and build loyalty across generations.