Freshness remains the top reason supermarket shoppers prefer in-store bakeries over the bread aisle, according to Mintel Group data in the recently released “What’s in Store, 2014” report by the International Dairy-Deli-Bakery Association. Superior taste, better selections, locally made products and better quality are also contributing factors.

Citing Nielsen Perishables Group FreshFacts data, the report also pointed out that crusty, hot hearth bread accounts for about 40% of bread sales in the in-store bakery market while artisan bread comprise slightly more than 30%. Sandwich bread accounts for 16% of sales followed by flatbreads at around 7%. Other bread divvy up the remaining share of in-store bakery bread sales.

Among buns and rolls in in-store bakeries, side dish and sandwich hard rolls ring up more than half of sales, followed by croissants, buns, bulk rolls and other products.

When it comes to growing your wholesale baking business, think outside of the bread aisle and check out supermarket in-store bakeries and c-stores. For more on “What’s in Store 2014,”