Value sales of plant bread surged over 7% during 2002. But volumes were static and the fixture remains confused and badly merchandised, claims a major new bread market report.
The University of Stirling report claims the category is badly in need of reorganisation,
while overcapacity continues to weaken producers.
There is growth in premium wrapped loaves and speciality breads, but retailers and suppliers still had to work harder to inject life into the category, said Federation of Bakers director John White, who commissioned the survey. "We have to get across the nutritional value," he added.
A generic campaign to drive bread consumption was one option, he said.

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