This chapter focuses specifically on the level and compositon of bread consumption, and its evolution under the new regulatory regime. It offfers estimates of per capita consumption and the relative place of wheat and rye breads over the period 1580-1913. Special attention is paid to consumer behavior in the face of the changing structure of bread prices revealed in Ch. 9. The choices of Dutch consumers are compared to those of neigbhoring countries, which reveals a long-term "wheat bread revolution" in northwestern Europe. Per capita bread consumption declined, but, simultanelously, the costlier white bread rose to achieve a dominant place in the diet.