Avoiding gluten may be one of Australia’s biggest diet trends of the moment, but 13.9 million Aussies are still eating bread at least once a week says new Roy Morgan Research data.

Across 2016, nearly 11 million Australian grocery buyers purchased bread at least once a week, spending an average of $8.20 each.

This equates to an average total spend of $89.6 million on bread every week by Australians.

Nearly 8.9 million brought bread at least once a week from a supermarket, whilst 2.8 million purchased their bread from a bakery and 920, 000 got their bread from a milk bar, convenience store or deli.

Supermarkets account for more than two-thirds of bread sales with Coles selling the most, taking 26.1 per cent of sales. Woolworths follows closely behind with 25.8 per cent of sales.

IGA and Foodland have an 8.4 per cent share of the market and Aldi a 6 per cent share.

Bread retailers by market share

Source: Roy Morgan Single Source (Australia), January–December 2016, n=14,330.

Norman Morris, Industry Communications Director at Roy Morgan Research said bakeries are losing some of their market share to supermarkets but stated that all was not lost for these businesses.

“So how can these smaller operators ensure they don’t lose any further ground and potentially gain more customers?” Morris asked.

“An understanding of the shopping and health attitudes of their bread customers is a good start, enabling them to position their brand in such a way that it aligns with these sensibilities,” he said.

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