Study: rye bread does not give up its position in the eaters' basket

Rye bread does not give up its position in the basket of bread eaters. It is the one that Lithuanian buyers most often choose. 6 out of 10 study participants consume rye bread at least several times a week. Usually for breakfast. White bread is eaten a little less often.

Data from the Bread Consumption Survey show that the country's residents most often choose bread baked goods for breakfast (more than half of bread consumers) and lunch (over a quarter). For dinner, a dozen percent eat bread, and less than a tenth choose it for a snack.

The most important criterion is good taste. Next in line are freshness and price-quality ratio.

The bread must be delicious

"Lithuanians like bread to be delicious. If in other countries bread is a more neutral food, we are used to bread being delicious even without additives. Therefore, it is not surprising that the taste criterion is so far separated from the others. Even freshness remains in second place. Well, the price-quality ratio is also important, because it is an everyday food product," says Snieguolė Šoblinskienė, Head of Product Development for the Baltic States at Vilniaus Duona.

The importance of the local manufacturer

The country of origin, whether the bread is produced in Lithuania, is important for a fifth of its consumers. However, when it comes to rye bread, the importance of this aspect increases more significantly. "It is important for every fourth buyer that rye bread is locally produced. Naturally, Lithuanian origin is more important for this bread than for other products, because rye bread is part of our country's heritage, our authentic bread. Consumers also want bread to be of high quality, good value for money, constantly fresh and suitable for everyday consumption. Therefore, the quality bar for this food product is raised high," says S. Šoblinskienė.

Includes in weekly purchases

More than half of shoppers include bread in their weekly list of goods and consider it a significant part of their daily diet.

However, about a third of bread eaters tend to evaluate the composition, and up to 17 percent remember to take into account the health benefits.

"When choosing bread, it is important to evaluate its composition, because some breads contain so much sugar that it would be easier to call them cake. Look at the labels, bread should not contain more than 5 g of sugar per hundred grams. Especially since rye bread naturally has sweetness from flour. Read the labels and choose those products that have clean labels, a short clear composition without unnecessary additives. Also consider that the bread has more fiber, more protein, less salt and sugar," the bread expert advised.

She reminded that when choosing bread solely based on its taste characteristics, regardless of the composition, it is not uncommon for bread to look "tastier" precisely the one in which more sugar is added.

Toast bread is eaten by every second person

Almost half of the study participants eat sandwiches or so-called toast at least 2-3 times a week.

"Toast came to the country's market in the late nineties, with Western fashions, and earned its place in the customer basket. When choosing it, consumers prefer the same criteria as rye bread – taste, freshness and price-quality ratio. Only buyers of this bread are more likely to look for promotions and choose according to price. Similar to choosing baguettes," said the head of product development.

Portioned breads are still waiting for their hour

True, portioned breads still occupy a small place in Lithuania.

"They are very popular in the Scandinavian countries, but we are still more of a niche product, they have their own customer base, but they are not massively purchased. There it is customary to have such breads in the freezer, to defrost a portion for yourself in a toaster or in the room. In this way, they waste less bread," shares the bread connoisseur.

Considered an important part of the diet

According to S. Šoblinskienė, more than half of people name bread as part of their daily diet, a third choose it according to its health benefits, while a quarter are concerned about its nutritional value.

"When it comes to high-quality bread made from all parts of the grain, both rye and wheat can be safely included in the regular weekly diet. It contains a lot of dietary fiber, i.e. slow carbohydrates, which help to absorb energy more evenly, provide satiety for longer, act as a intestinal broom and help a healthy microbiota," the expert emphasized.

The bread expert recommended eating white bread baked goods in moderation and in combinations with healthy products. Soft sandwich bread can also be chosen nutritious, enriched with whole wheat flour, seeds or cereals.

"Eating light bread baked goods – sandwich bread, baguettes, you will get energy with soup or salad, but moderation is important. It is also worth enriching the slice with vegetables, lean meat or other healthy condiments. However, even a slice of baguette for a snack will be healthier than a cookie or waffle, because you will avoid fat or especially hydrogenated fat," said the bread expert in a press release.

By the way, compared to other baked goods, baguette is more often chosen not only for breakfast, but also as a snack.

Buying in stores

The vast majority of bread consumers, 9 out of 10, buy it in the store, although compared to other bread products, rye bread is more often purchased at the market or in the local bakery. In the latter, several percent of bread buyers buy bread. The bread consumption survey was conducted by RAIT after interviewing 612 participants online in autumn 2024.

The article was published in Delfi