Bread is our Business

Celebrating 'all things' bread in 2024

The bread industry is a fascinating one with constantly evolving trends which suppliers and manufacturers must keep up with. Understanding your customer base and what they expect is key to thrive, but all this hard work is made easier by the endless possibilities bread brings to the table.

Market Growth - Bread on the Rise

The UK market is showing no signs of slowing down with experts predicting a 15% growth over the next two years, going from its current ￡7.8bn up to ￡9bn by 2026. This is good news for bread obsessed consumers who will be delighted to taste lots of great new launches in their local supermarkets and coffee shops.

Diet Staple - Day-to-day Essential

Bread is an essential part of our day-to-day life. After all, who doesn’t like a nice piece of toast with jam for breakfast or a wholesome sandwich for lunch? Research finds that nearly half of young adults in Europe buy baked goods daily, including bread as well as cakes, biscuits, pastries and bars. This statistic shows the industry still has a lot to capitalise on providing manufacturers invest in the right innovations.

Artisan Bread - Invest in Quality

Good bread makes good sandwiches, and this year, it’s all about bringing restaurant quality into mainstream products that consumers will love and buy. The cost-of-living crisis has dampened the mood slightly and shoppers are tightening their purse strings. Those who can’t afford to splash out when eating out will find joy and comfort in treating themselves to five star sandwiches made with the best loaves.

Home Experiments - The Rise of DIY Chefs

One of the benefits of the time we had during the pandemic was that consumers started to learn how to bake their own breads at home. They have become good at following recipes and coming up with exciting creations at home. To keep their food budget on track, more and more people are using leftover food to make their own sandwich for lunch. This is a real opportunity for retailers to step up their game and get exciting new speciality bread on shelves.

Gut Health - Fantastic Fibre

Health will continue to remain a huge focus with 85% of consumers claiming that fibres have a positive effect on their digestion. With ‘gut health’ still one of the most searched for topics online, it is no surprise that sourdough and wholegrain breads are becoming increasingly more popular. Brands like Jason’s Sourdough are taking the market by storm with innovative products like the superb, sprouted grain and high protein breads as well as Wildfarmed ciabattas.

Choice - Colour Diversity

Choices when it comes to bread are becoming limitless and it’s no longer just a simple decision between either white or brown bread. One of the big bread trends this year is the rise of coloured carriers for example beetroot or charcoal breads inspired by global cuisine. These natural colourants inject a bit of fun and vibrancy for consumers introducing a new sensory experience and allowing for some showstopping creations. We’re also seeing the comeback of filled breads with mouth-watering sweet and spicy fillings (‘swicy’), pushing the boundaries for ‘value for money’ and an ‘all in one’ meal on the go.