Food fads come and go, but bread (according to Ama Auwarter, VP/category lead of snacks, bakery and cookies for Campbell’s Co.) has shown serious staying power.

“Bread remains one of the most widely purchased items in the grocery store,” she states. “The Fresh Bread & Roll category continues to be a staple in U.S. households, with 97% of households purchasing bread in some form.”

Market data

Like many bakery product categories these days, breads saw their share of ups in downs over the past year, per Chicago-based market research firm Circana's (Chicago) data from the 52-week period ending December 28, 2025. Starting with center-store breads (overall, down 2.5% to $11.5 billion), sandwich bread was down slightly, declining by 3% to $10 billion. The leaders:

• Grupo Bimbo: $2.8 billion, a 5% drop
• Flowers Foods: $2.7 billion, down 5.1%
• Private label: $2 billion, up 0.6%
• Campbell’s: $562.9 million, down 4.9%

A few center-store bread subcategories saw gains, though still experiencing relatively modest sales:

• Crusty/meal bread: $668.7 million, up 4.4%
• Panini/ciabatta/focaccia: $44 million, up 7.8%
• Specialty breads: $35.3 million, up 6.3%

Perimeter breads overall gained—the category reached $1.8 billion, increasing 3.5% in dollar sales compared to the previous year. Then, most perimeter subcategories rose—the crusty/meal bread that comprises most of perimeter bread sales hit $1.2 billion, a gain of 2.6%.

One of the perimeter columns seeing the biggest percentage gains was specialty bread—with dollar sales of $56.6 million, it increased 7.9% compared to the previous year. Leaders there included:

• Private label: $29.2 million, a decline of 2.4%
• Jessica’s Bakery: $7.1 million, up 1.5%
• Bloch’s Best: $6.3 million, a 5.1% increase
• Zaro’s Bakery: $915,533, a 10.5% drop

Looking back 

Dave Gonnella, VP of sales with Gonnella Baking Co., says one of the notable consumer interests impacting bread is the “old is new” trend.

“Consumers are gravitating toward classic, authentically made breads rooted in tradition,” he notes, adding that the trend fits into his company’s wheelhouse: “With a legacy dating back to 1886, Gonnella will mark its 140th anniversary in 2026, making our enduring commitment to traditionally crafted breads more relevant than ever.”

Kayleigh Swift, U.S. brand manager for St. Pierre, says premium-skewed products have drawn attention from consumers, with such bread items helping people create “moments” with their meals.

Courtesy of St Pierre

“Brioche is a growing category and we’re seeing continental products and pastries doing very well over the past 12 months, which is definitely influenced by that fact that there are more at-home breakfast occasions than ever before,” she notes. “Globally, there are now 20.2 billion breakfast occasions according to recent Kantar data, and growth is seen in morning goods that offer a break from ‘routine’ whilst ‘standard’ choices like cereal are in decline.”

Auwarter says when shopping for breads, consumers keep looking for the same things continually.

“Taste continues to be the top priority for consumers,” she notes. “Flavor and freshness remain foundational to how people choose bread and whether it earns a repeat purchase—in fact, we continue to see strong interest in flavorful breads, particularly familiar favorites like sourdough, brioche and butter.

Courtesy of Bakehouse Bread Co.

Nancy McKearney, cofounder and president of Bakehouse Bread Co., says while better-for-you concerns continue to be a priority, so do taste and other characteristics.

“While health-conscious attributes like all-natural ingredients, reduced sugar, and homemade recipes are increasingly valued, taste, texture, and convenience remain the top priorities,” she says. “Products that feel homemade and indulgent, yet are easy to serve across multiple occasions, are performing particularly well.”

Other trends at play in the bread sections, Gonnella says, are products offering smaller portions, calming nostalgia, and flavor evolution.

Courtesy of Pepperidge Farm

“Mediterranean, Asian, and Latin flavors are bringing excitement—95% of Gen Z and Millennials are interested in exploring new tastes and breads are a great way for retailers to introduce and tap into global inspirations in a familiar, approachable way,” he observes.

Over the past year, Auwarter reports, the Pepperidge Farm brand came out with a number of new bread products, offering a combination of indulgence, flavor innovation, healthful choices, and other options to appeal to consumers’ varying desires.

“We expanded our Farmhouse sandwich portfolio with Thin-Sliced Sourdough and Thin-Sliced Butter Breads, developed in response to growing interest in smaller portions and lighter options,” she states. “At just 70 calories per slice, these breads deliver the flavor and quality consumers expect, while fitting more naturally into everyday routines.”

While Gonnella Baking Co. offers a broad range of breads built on traditional recipes, Gonnella says that does not mean the company didn’t spend the last year coming out with new offerings to entice shoppers.

“Over the past 12 months, Gonnella Baking Co. focused on expanding its loaf bread offering with an emphasis on flavor and consistency,” he reports. “We added a new sour round to the portfolio, building on an established range of sour flavor profiles that includes mild, medium, elevated, and sour rye. The product can be sold either pre-sliced or whole, giving retailers flexibility. We also introduced a seasonal pumpkin loaf with chocolate chips, developed to deliver a clear seasonal flavor.”

Courtesy of St Pierre

McKearney reports the company has seen success by offering a mixture of items that resonate with bread-hungry consumers.

“At Bakehouse Bread Co., we’ve seen growth across our product line—seasonal offerings, flavorful ready-to-eat loaves, and new shopping options have driven momentum,” she shares. “Our online ordering platform makes breads more accessible, while build-your-own 3-packs give shoppers flexibility to mix flavors and enjoy perfectly portioned loaves.”

Looking ahead

Swift predicts in the coming months, “There’ll be a continued focus on health this year, but we shouldn’t confine that to just ‘added benefit’ products. An indulgent product that makes you feel good or is a treat in an otherwise routine day can be just as good for your wellbeing. That’s not a message that is easy to deliver on-pack, but it is definitely a trend we saw play out in shopping habits last year and is likely to stick around for 2026.”

Auwarter says Campbell’s is continually tapped into what the consumer wants, with the company’s bread brands and other lines, using a mixed arsenal of tools like quantitative data, marketplace insights, social monitoring, and more. 

“Just as importantly, we regularly engage directly with consumers to better understand their needs, preferences and pain points,” she adds. “These insights help inform everything from product innovation to packaging, ensuring we are creating offerings that truly resonate.”

McKearney says Bakehouse Bread also employs a blend of tracking tools: “We monitor trends using a mix of retailer feedback, social media insights, internal sales data, and seasonal product performance. Bakehouse Bread Co. also watches emerging flavor and ingredient trends to adapt quickly and stay relevant.”

Swift says at St. Pierre, consumer research is also a top priority.

“We invest heavily in data and insights and match that with our own consumer research so that we can understand consumer attitudes, trends, and preferences and continue to deliver against them, from product innovation or marketing campaigns,” she reports. “The consumer is at the heart of everything we do at St Pierre.”

Gonnella has its sights set on growth and innovation in coming years, Gonnella says, pointing out the December acquisition of Lineage Manufacturing in Washington to boost frozen dough capabilities and strengthen service.

“From a product standpoint, our development work continues to center on practical innovation,” Gonnella reports. “That includes ongoing refinement of core frozen dough and thaw-and-sell items, as well as some seasonal flavor work in thaw-and-sell designed to support retail bakery programs without adding operational burden.”

Swift says St. Pierre’s plans for 2026 regarding its breads and other products are in the works, to be revealed soon.

“Our ‘Eat Avec Respect’ marketing platform has been developed further for 2026 and we’re looking forward to sharing the evolution of that,” she reveals. “We’re also launching our first limited-edition product, which will cater to some of the trends I’ve already mentioned.”

McKearney says in the future, “We plan to continue expanding our presence in retail outlets to make our products more widely accessible to consumers in stores and online. While we’re always exploring opportunities for new flavors and seasonal offerings, our continued focus remains on delivering high-quality, indulgent, and convenient loaves that meet evolving consumer tastes.”