Canstar has unveiled the Most Satisfied Customers Awards for Bread with 2026 marking the first year all three categories have been won by supermarket home-brand products.

The awards, which recognise brands delivering the strongest satisfaction outcomes based on the factors that matter most to customers, are determined by customer opinions and feedback, with ratings of their experiences across a set of key components.

More than 2000 shoppers were surveyed, with Coles Bakery and Coles receiving the award for white and wholemeal, respectively, while ALDI took out the top honours for multigrain bread.

Alongside the awards, Canstar’s survey revealed the buying habits and preferences of Australians when purchasing bread, with the data showing:

• Pre-packaged is the favourite, with 60% buying it over the 40% who will buy fresh.
• One in ten (10%) will buy the cheapest loaf available, although that average jumps to 18% for Gen Z-aged respondents.
• Just over one-third (34%) of respondents choose wholegrain or multigrain bread for health reasons.
• Slightly over one-quarter (28%) prefer thick-sliced bread.
• Over half (52%) of Australians buy one loaf of bread per week, 29% purchase two, and 12% are buying at least three loaves of bread per week.
• The average reported spend on a loaf of bread is $4.80.

Canstar.com.au spokesperson Eden Radford says: “With rising living costs putting grocery budgets under pressure, Australians are becoming increasingly savvy when it comes to filling up their shopping trolley with the products they want without breaking the budget.”

“Switching to lower-cost products is a strategy that can add serious savings. Canstar research shows that if a household of four swapped half their weekly shop to home-brand or lower-cost products, they could potentially save more than $2000 a year.

“These latest awards have made it clear that switching to home-brand doesn’t mean sacrificing on quality. In fact, with home‑brand products sweeping all three bread categories in this year’s awards, it’s clear shoppers aren’t just saving money; they’re genuinely impressed with the quality. In a cost‑of‑living crunch, that’s a win worth celebrating.”

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