Bread consumption patterns in a Swedish national dietary survey focusing particularly on
whole-grain and rye bread
Sammanfattning
Background: Bread types with high contents of whole grains and rye are associated with
beneficial health effects. Consumer characteristics of different bread consumption patterns are
however not well known.
Objective: To compare bread consumption patterns among Swedish adults in relation to selected
socio-demographic, geographic, and lifestyle-related factors. For selected consumer groups, the
further aim is to investigate the intake of whole grains and the context of bread consumption, that is,
where and when it is consumed.
Design: Secondary analysis was performed on bread consumption data from a national dietary
survey (n=1,435). Respondents were segmented into consumer groups according to the type and
amount of bread consumed. Multiple logistic regressions were performed to study how selected
socio-demographic, geographic, and lifestyle-related factors were associated with the consumer
groups. Selected consumption groups were compared in terms of whole-grain intake and
consumption context. Consumption in different age groups was analysed more in detail.
Results: One-third of the respondents consumed mainly white bread. Socio-demographic, geographic,
and healthy-lifestyle-related factors were associated with the bread type consumed. White bread
consumption was associated with younger age groups, less education, children in the family, eating
less fruit and vegetables, and more candy and snacks; the opposite was seen for mainly whole-grain
bread consumers. Older age groups more often reported eating dry crisp bread, whole-grain bread,
and whole-grain rye bread with sourdough whereas younger respondents reported eating bread
outside the home, something that also mainly white bread eaters did. Low consumers of bread also
consumed less whole grain in total.
Conclusions: Traditional bread consumption structures were observed, as was a transition among
young consumers who more often consumed fast food bread and bread outside the home, as well as
less rye and whole-grain bread. Target groups for communication strategies and product
development of more sensorily attractive rye or whole-grain-rich bread should be younger age
groups (18-30 years), families with children, and groups with lower educational levels.