Today’s bread consumer is more discerning than ever. Amid heightened concerns around ultra-processed foods and artificial ingredients, many shoppers are opting for traditionally made breads featuring simple, clean label ingredients. At the same time, these shoppers are seeking elevated offerings that provide a premium dining experience at an affordable price. 

As these trends take hold, artisan bread bakers are taking advantage. 

“The artisan bread market today is experiencing strong growth driven by consumers’ increasing desire for high-quality, flavorful and authentic baked goods,” said Tasos Katsaounis, founder and chief executive officer of Bread Man Baking Co., Houston. “With a rising interest in premium ingredients, unique flavors and traditional baking methods, artisan breads are gaining popularity not only in specialty bakeries but also in mainstream retail settings.”

According to Mintel, consumers’ reported purchases of in-store bakery artisan/specialty bread and sliced bread increased between 2023 and 2024. In January, perimeter bread dollar sales rose 1.4% while units jumped an impressive 7.9%. Overall, perimeter bakery sales rose 0.8% year-over-year to $1.9 billion while units rose 0.4%, outpacing center-store breads, which fell 2% in dollars and 2.6% in units in over the same period. 

While inflation has some shoppers cutting back or trading down for private label varieties, artisan bread’s momentum shows many are still willing to pay a little extra for that premium quality.  

“Artisan bread remains a small luxury that elevates everyday dining, making it a compelling choice even in tighter economic conditions,” said Jonathan Davis, culinary innovation leader for La Brea Bakery, a brand of Los Angeles-based Aspire Bakeries. “We’ve seen consumers shift toward in-home dining and premium grocery experiences, which has reinforced the demand for versatile, high-quality breads that can be used across multiple meal occasions.”

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