"A report by the research group Mintel shows that Britons are buying fewer sliced supermarket loaves than ever and switching instead to speciality loaves, bagels, wraps and pitta.
Mintel's report, Bread and Baked Goods, analysed bread consumption in Britain over the past five years and found instore bakery sales were up 6.5% this year, largely due to the growing popularity (particularly among the under-35s) of speciality loaves.
Mike Coupe, group commercial director at Sainsbury's, said sales of products from the chain's 400 instore bakeries were growing at roughly twice the rate of those baked off site in factories. "There's a move away from what we call 'plant bread' towards artisanal products baked in house," said Coupe.
Consumers also watch Paul Hollywood plait a loaf and want to do it themselves, it seems. Sales of bread-baking ingredients have also been strong "thanks to shows like Great British Bake Off" added Coupe.
Sales of bread makers are also on the up, according to Will Jones, buyer for small electricals at John Lewis.
He said: "We are definitely noticing a trend for homemade bread baking … and it's not just the humble loaf we're making but we're also experimenting with more exotic varieties such as focaccia and rye breads, which is reflected by sales of our bread makers, which have risen 29% month on month."
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