This article is part of our 2016 Bread & Baked Goods digital feature

Forty percent of Brits have swapped the bread in their sarnies for something else, according to exclusive research for The Grocer. So, what are they switching to? Find out below…

bread swapping infographic

Wraps were the most popular option and younger consumers favoured them more than older generations - 76% of 16-24 year olds are swapping bread for wraps compared to just 49% of those over 55 years. Pitta and bread rolls came in joint second, followed by sandwich thins. 

Own label is benefitting the most from the switch, with sales of sandwich alternatives up 5.3% on volumes up 7.6% [Kantar Worldpanel 52w/e 14 August 2016]. 

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