The future of bread with Délifrance

We were thrilled to collaborate with Délifrance again on their 2024 future of bread research. We advised the team on emerging category trends and consumer behaviours, and sat on the expert panel at their press event, discussing the findings with journalists and trade specialists.

After two successful previous reports, we were delighted to collaborate with Délifrance again on their 2024 future of bread research.

We informed the research with our Harris and Hayes take on current and emerging bakery trends, including the consumer behaviours shaping consumption. We provided expert commentary and insights to shape the industry report, and sat on an expert panel to launch the report to media and B2B clients.

Findings included:

• Taste is a key driver of growth in bread consumption, with 41% of consumers saying they buy bread for the taste.

• More than half of consumers (52%) say they choose where to buy bread and bread-based products from, based on the quality of products sold, and these consumers are most likely to shop at independent bakeries and supermarket ISBs.

• 57% of bread shoppers would consider paying extra for more sustainable products, and 63% say sustainability impacts their purchase decisions at least some of the time.

• 32% of bread shoppers are buying sourdough to use at-home, compared to just 6% in the last 2021 report who were buying sourdough regularly.

• 40% of consumers opt for global bread varieties to enjoy at-home. This figure rises to 56% in relation to OOH sandwiches.

Download the full report here.

Breaking Bread reveals key factors influencing consumer choices, variations in in-home vs. out-of-home consumption, and the profound impact of environmental and economic concerns on purchasing decisions of bread.