Published this month, the Prove It: Breaking Bread report predicts the UK’s £7.8bn bread market will grow by 15% to reach a value of £9bn by 2026.

The report says businesses have a huge opportunity to take a slice of this growth by embracing evolving trends in the bread category such as:

  • Demand for specialty and world breads
  • Products using clean-label and regeneratively farmed ingredients
  • Bread that offers health benefits or caters to specialist diets
  • The impact of smaller bakeries on the wider market
  • Consumers’ response to the cost-of-living crisis

These topics and many more are examined in the report, which has been compiled following a survey of 1,000 UK adults who regularly eat bread and offers insight into bread consumers’ behaviour in and out of home. The report also makes use of Délifrance’s internal market estimates and insight, external market data and the experience and views of Harris & Hayes, one of the UK’s most trusted food consultants and future forecasters.

“Our latest Prove It report looks at the trends shaping the category, from the continued growth of sourdough to the opportunities offered by breads from across the globe,” says Délifrance marketing director Stéphanie Brillouet.

“We also take a deep dive into consumer attitudes to bread and examine what drives purchasing decisions, how consumption differs in and out of home, and the impact of consumers’ environmental and economic concerns.”

To download the full report visit: