Consumers are turning their backs on traditional fare such as toast and the full English in favour of croissants and bagels.
Sainsbury’s sales of croissants, brioche and bagels grew over 25% in the last year.
Regional variations were even greater with sales of croissants in East Anglia and the south of England up 60% last year.
Welsh and South West customers were also buying 40% more croissants than ever before.
The sharpest growth in bagel sales was in Scotland and the Midlands with sales up 75% and 70% respectively.
Sales of white bread were in decline in most areas, especially in London and the south east and Lancashire.