A third of UK adults who shop in artisan bakeries buy bread there at least once a week, according to new research from Marriage’s Millers. The report, Crafting the Future of Artisan Bakeries, draws on an Obsurvant survey of 1,006 UK adults conducted in March 2026.

Sourdough has emerged as a near-equal rival to white bread in these settings. The traditional white loaf remains the most regularly purchased item (41% of shoppers), but sourdough follows closely at 39% (a figure the company describes as “hugely popular”), placing it ahead of all other product categories in the survey.

Frequency of visits is skewed towards younger consumers and London residents. Among 18 to 24-year-olds who shop at artisan bakeries, 45% do so at least weekly. In London, that figure rises to 44% of artisan bakery enthusiasts.

A treat-led motivation drives much of the traffic. The primary reason respondents gave for visiting was “a special treat” (34%), followed by purchasing something for the weekend (26%) and using the bakery café (25%). The research also found that shoppers ranked artisan bread ahead of other discretionary spending: 31% said they would sooner cancel a magazine subscription and 26% would give up a bottle of wine before reducing bakery visits.

Marriage’s describes this pattern as “the croissant effect” (the tendency to sustain small food-related luxuries during periods of financial or political pressure).

“In challenging economic times, small treats can offer a much-needed moment of enjoyment,”

said Hannah Marriage, director of Marriage’s. She added that artisan bakeries were

“becoming the lifeblood of many villages and towns,”

pointing to strong emotional ties between independent bakeries and their customer base.

Freshness is the attribute consumers are most willing to pay a premium for (43%), ahead of natural or healthier ingredients (25%) and support for an independent local business (23%). Three quarters of respondents agreed that artisan bakery products are “truly exceptional,” and an equal proportion rated the story behind the bakery as important to their purchasing decision.

Seven in ten consumers said they were interested in new, seasonal or limited-edition products, pointing to a commercial case for continued menu innovation.

The full report, Crafting the Future of Artisan Bakeries, is available to download from the Marriage’s Millers website.