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.