More than 40% of Brits have swapped the bread in their sarnies for a sandwich alternative, exclusive research for The Grocer reveals.

Of those ditching bread, wraps are the most popular alternative, with 62% of consumers buying them. Rolls and pitta are the nexty most popular alternatives (see below). 

Meanwhile, 15% have moved away from bread & baked goods completely, choosing low-carb options such as lettuce instead. 

Harris Interactive – which polled 2,019 Brits on behalf of The Grocer – found that 54% believe wholemeal and seeded loaves are healthier than white bread.

Seventeen per cent believe white bread is full of additives and 20% think it is full of sugar.

Despite health concerns, 20% of respondents claim white bread tastes better than pre-sliced wholemeal and seeded loaves, with men more likely to think so. And there is a clear drop-off of this view the older the consumer. Thirty-two per cent of 18 to 24-year-olds say white bread is tastier compared with only 17% of those over 55.

When it comes to price, 29% of Brits would be happier to spend more dough on loaves with proven health benefits and a further 29% are happier to splash out on brands such as Kingsmill and Warburtons. Brands are important, with 26% of consumers claiming to be brand loyal when it comes to bread, regardless of the price war raging in the grocery aisles.

How often do you eat bread?        
  Total Male Female 18-24 25-34 35-44 45-54 55+
Never 1% 1% 1% 2% 1% 2% 1% 0
Less often than once a week 5% 3% 7% 6% 6% 6% 5% 4%
About once a week 9% 7% 10% 10% 12% 7% 7% 8%
Every few days 34% 30% 38% 43% 37% 32% 35% 30%
Every day 52% 60% 44% 39% 44% 54% 52% 58%
Which meal occasions do you eat bread at? Please select all that apply.    
  Total Male Female 18-24 25-34 35-44 45-54 55+
Lunch 72% 73% 71% 74% 69% 75% 73% 70%
Breakfast 59% 62% 56% 53% 62% 56% 61% 60%
Snack 33% 44% 22% 21% 30% 30% 38% 37%
Dinner 25% 31% 20% 22% 30% 31% 26% 21%
Some consumers perceive pre-sliced bread to have negative effects on their health. Which of these statements do you agree with?   
  Total Male Female 18-24 25-34 35-44 45-54 55+
Wholemeal and seeded pre-sliced bread is better for you than white bread 54% 53% 56% 43% 46% 52% 57% 62%
Pre-sliced white bread tastes better than wholemeal and seeded bread 21% 23% 18% 32% 27% 18% 19% 17%
Pre-sliced bread is full of additives, I prefer to buy freshly baked loaves instead 17% 20% 14% 14% 21% 17% 18% 16%
Pre-sliced white bread is full of sugar, so I am trying to cut down on it 15% 16% 14% 17% 19% 19% 14% 10%
Pre-sliced white bread is bad for your health 14% 15% 14% 18% 19% 21% 11% 10%
Wholemeal and seeded pre-sliced bread gives the impression it is good for you, but it’s just as bad as white bread 13% 14% 12% 16% 15% 15% 10% 10%
None of these 15% 15% 16% 15% 13% 15% 17% 15%
Have you swapped the bread in your sandwiches for something else (such as a wrap, roll or pitta)? 
  Total Male Female 18-24 25-34 35-44 45-54 55+
Yes 43% 41% 46% 61% 54% 48% 37% 33%
No 57% 59% 54% 39% 46% 52% 63% 67%
If yes, for what?       
  Total Male Female 18-24 25-34 35-44 45-54 55+
Wraps 62% 63% 62% 74% 70% 62% 65% 48%
Bread rolls 47% 48% 46% 51% 43% 37% 42% 58%
Pitta bread 45% 47% 44% 52% 48% 50% 42% 37%
Sandwich thins 32% 27% 36% 27% 31% 40% 35% 28%
Bagels 28% 31% 25% 34% 31% 33% 24% 19%
Low-carb options such as lettuce / salad / soup etc 15% 13% 17% 18% 21% 10% 21% 11%
Other 3% 2% 3% - 0 3% 4% 6%

 In association with:

10 Things You Need To Know About... Bread & Baked Goods