While artisan offerings are trending, the bread category isn’t without its challenges going forward. One of the largest is demographic shifts within its consumer base, including the growing purchasing power of Generation Z consumers who don’t see bread as the staple that previous generations did. 

“Younger and multicultural consumers are looking at bread very differently than Generation X and Boomer consumers,” said Erin Ball, executive director of the Grain Foods Foundation (GFF), in an episode of Baking & Snack’s podcast Since Sliced Bread. “As we move from older to younger consumers, we really move from bread as a staple to bread as a novelty or treat.”

Consumer insights research from GFF also found that about 10% of surveyed consumers said they “no longer need bread.”

“That’s something we really need to think about: how to inspire need,” Ball said. “But I think that’s an opportunity, and we have some really smart people leading the category who can really tackle this.” 

La Brea Bakery, a brand of Los Angeles-based Aspire Bakeries, is embracing ingredient transparency and global flavors with its products, better connect with younger consumers who emphasize sustainability and bolder varieties, said Jonathan Davis, culinary innovation leader for the brand.

“This generation is drawn to ‘newstalgia,’ a combination of novelty and comfort that resonates deeply with their values,” he added. “To cater to Gen Z’s adventurous palate, La Brea Bakery is exploring global cuisines and innovative product formats, such as breads infused with bold ethnic flavors.”

Aside from their affinity for culinary exploration, younger consumers are also more likely to eat bread as a snack, GFF’s research found. Artisan bakers are responding with smaller varieties that can be enjoyed throughout the day. 

“We are working to expand artisan bread into more snacking and on-the-go occasions by offering smaller, portable portions like individual rolls, flatbreads and crostini,” said Tasos Katsaounis, founder and chief executive officer of Bread Man Baking Co., Houston.

La Brea’s take-and-bake French dinner rolls are positioned as a snacking option that tap into demand for convenient yet high-quality snacks, Davis said. 

“Snacking represents a significant opportunity for La Brea Bakery to extend the reach of artisan bread into new eating occasions beyond traditional mealtimes,” he noted.

Pack sizes can also go smaller to address shrinking households and growing concerns around food waste, especially among Gen Z shoppers. 

“Artisan bread has a natural opportunity to enhance accessibility with smaller formats that serve dual purposes from creating accessibility with smaller households or tighter budgets to helping consumers work through the package of bread when it is at its freshest,” observed Kelsey Olsen, food and drink analyst, Mintel,

Schmidt Baking Co., a division of H&S Family of Bakeries, Baltimore, has a new Artisan’s Choice line sold as a 14-oz half loaf, for example.

“We see a lot of consumers who don’t eat as much bread, so they’re looking for smaller size offerings,” said Jeff Sobotta, vice president of Schmidt Baking Co. 

This article is an excerpt from the April 2025 issue of Baking & Snack. To read the entire feature on Artisan Bread, click here.