The baking industry has seen challenges in recent years, with gluten-free and low-carb diet trends depressing consumption over the past five years. Although gluten-free appears here to stay, the trend is stabilizing, with growth projected to slow by about half through 2020. Consumers are returning to traditional breads and bakery products, yet they are doing so with a changed perception of bread. Research suggests that where consumers once saw bread as a staple food, it now serves as an indulgence. This white paper presents that research with implications for product developers and marketers.