THE French are shunning the traditional baguette, opting for cereal at breakfast and pasta and rice dinners.
Consumption has dropped to an average half a baguette per day per adult, down from almost a full baguette in 1970.
Defenders of French bread have now begun a campaign to highlight its qualities.
Less than half of French people now eat bread twice a day, according to Credoc, a French research centre.
"Lifestyles are changing," said Pascale Hebel, head of the consumers' department at Credoc. But added the baguette "has been at the heart of our nutrition for centuries".