Freshness remains the No. 1 reason why supermarket shoppers prefer in-store bakeries over the bread aisle, according to Mintel Group data noted 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, according to the report.

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

Among buns and rolls, side dish and sandwich hard rolls ring up more than half of sales, followed by croissants, buns, bulk rolls, ethnic products and specialty rolls, according to the report.

For more information on “What’s in Store 2014,” visit