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Grocery Shoppers Have Spoken: Sales Of Wheat Bread Overtake White

July 9, 2010: 05:07 AM EST
U.S. supermarket sales of wheat bread, especially “wheat with whole grain” bread, have overtaken sales of white bread for the first time, closing a four-year $200 million gap, Nielsen LabelTrends reports. The trend was particularly strong in the year ended June 12, 2010. Supermarket sales of white bread plunged 6.6 percent to $1.9 billion, while wheat bread sales climbed 0.8 percent to $1.99 billion. Sales of breads made from other grains, including rye, oat, multi-grain, pumpernickel, etc., all slipped as well. Consumers are also losing interest in “wheat without whole grain,” whose sales dropped 2.6 percent. Despite the claim by “one iconic brand of white bread” that its product contains as much fiber as 100 percent whole wheat, “a demand shift has already occurred within the bread category.”
Supermarket Guru, "Wheat Bread Sales Surpass White for First Time", Facts, Figures & the Future Newslette, July 09, 2010, © Phil Lempert/Consumer Insight, Inc.
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