Supermarket Shoppers Increasingly Opting For Healthier Brown Bread

Post by Sharat | July 15, 2011 | Food, Groceries | Comment

Customers of supermarket chains like ASDA Grocery Online are increasingly substituting white bread for the healthier option of brown bread according to market research firm Kantar Worldpanel.

According to the data, sales of loaves of white bread declined by 1 per cent last years, whilst sales of brown bread climbed 6 per cent, and seeded bread and even more impressive 9 per cent.

Tesco the UK’s largest retailer said it was the first time sales of white bread, a staple in the UK had ever declined, and the fall was attributed to a shift in consumer preferences towards more healthier options.

Alex Sillars, Tesco’s bread buyer, said: “The recent sales figures are a significant move and reveal that more shoppers are looking for healthier options when buying bread.

“There is more choice now than ever before and the emergence recently of half brown and half white bread looks like it has been instrumental in encouraging people to make the switch, albeit gradually.

“Not only is there more choice but the quality of wholemeal bread has greatly improved over the last 10 years.”

She added: “In recent years we have increased our range of brown and seeded bread as well as launching other healthier alternatives and while sales of white are still roughly double to that of wholemeal it appears that a change has now begun.”

Whilst it is clear that brown bread is indeed gaining in popularity, the data suggests that it is far from dominant, accounting for roughly 27 per cent of the 12 million loaves of bread sold in the UK as opposed to the 66 per cent of 7.9 million loaves of white bread sold each day in Britain.

Please Note - All Prices Quoted Are Correct at Time of Posting

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