The number of consumers buying artisan bread from in-store bakeries decreased 8% in the past five years; however, the number of consumers purchasing artisan bread from other sources such as natural/organic supermarkets, supermarket aisles and independent bakeries increased, according to IDDBA’s “Consumer’s in the Bakery” report. The report also shows that of the consumers who shop in the traditional in-store supermarket bakery, 57% buy artisan bread.
According to Mintel International Group’s August 2010 report on in-store bakeries, households with incomes more than $75,000 were more likely to buy from multiple product categories when visiting in-store bakeries — with the highest percentages for Italian or French bread, whole-grain bread and artisan bread — than those in lower-income brackets. The supermarket bread aisle, however, had in-store bakeries beat in 2010, the report said, with 73% of consumers purchasing bread from the supermarket aisle and 25% from the supermarket in-store bakery. Most bread sales in in-store bakeries were down from 2009 except the artisan bread category, which was up 1%. Mintel speculated that these declines are due to the economy.