Bread back on rise as consumers ditch ‘avocado brunch’

SALES of sliced bread are rising for the first time in three years, figures show, as consumers ditch pricey brunches in restaurants and rustle up similar dishes at home.

After years of decline, the bread market is showing early signs of recovery according to Neilsen data for The Daily Telegraph.

In recent years, a “nocarbs” food trend has seen sales of loaves fall sharply. But the number of households buying wrapped bread at supermarkets increased by 397,000 in the 12 weeks to Oct 8, the highest level seen during the calendar period for more than five years.

It comes amid recent criticism of the Millennial generation for indulging in avocado-on-toast brunches at trendy cafes that charge anything up to £15.

Yearly spending figures on brunch are £13 billion, making it the fastest growing restaurant trend of 2017, data from giant bakery firm Kara shows. Food experts said supermarkets were now attempting to tap into the lucrative brunch market by making consumers see they could make delicious breadbased brunches at home.

Charles Banks, co-founder at food trends firm The Food People, said: “Brunch is a major force behind the recent rise in bread sales. People buy better bread for the weekend.

“Brunchers are perhaps starting to see that shelling out £3 on a loaf of bread at home is much cheaper than going out for brunch, and supermarkets are very much getting behind the concept.

“It’s becoming a very sociable occasion with people inviting friends over for brunch instead of going out.”

He added that so-called “craft carbs” are a major food trend prediction for 2018 and that bread and pasta are coming back in a big way.

Analysts at Neilsen said Hovis had seen particularly strong growth, with value sales increasing by 10.5 per cent year on year.