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Breakfast Catering - UK - April 2010

  • Eating breakfast (either in- or out-of-home) is part of the morning routine for six in ten consumers.
  • Toast and cereal are consumers’ top breakfast foods by far. A third of consumers enjoy hot cereals, such as porridge, and restaurant menus are reflecting this popularity with menu items like McDonald’s Oatso Simple.
  • With only one in ten consumers stating that they don’t have enough time to eat breakfast, operators can’t rely on the convenience angle alone to sell their own breakfast offers. As price is a clear concern for consumers, breakfast caterers will have to focus on communicating the added value of buying breakfasts in their establishments either through the choice on offer or number of functional foods on the menu.
  • Six in ten consumers never eat breakfast out of home: women over 55 years old are the hardest consumer group to target for the out-of-home breakfast market. Older age groups find it more convenient to eat breakfast at home and tend to eat breakfast out of home only when they’re staying at a hotel/ guesthouse.
  • A third of consumers who eat breakfast out of home, do so at their desks. This is linked to the rise in mobile coffee carts in London, particularly outside train/tube stations. Convenience and low cost products drives commuters to purchasing their breakfasts/morning coffee from these vendors, whilst coffee cart operators benefit from lower overheads and a guaranteed high footfall compared to traditional coffee shop outlets.
  • A fifth of consumers have been trying to eat breakfast at home more recently in order to save money.
  • A fifth of consumers have been trying to eat more healthy breakfasts recently. Caterers could cut through the ‘noise’ of contrasting healthy eating messages in the media by targeting these health-conscious consumers, such as breakfast products giving consumers one or two doses of their five-a-day. In addition encouraging regular purchases, regularly-changing specials board (in the style of Pret a Manger and Eat’s weekly soups) should help keep consumers engage with the concept and not become bored from a potentially monotonous menu.

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Table of contents

  1. Issues in the Market

      • Definition
        • Abbreviations
        • Future Opportunities

          • ‘It’s just so inconvenient’
            • Street food
              • Summer’s here!
                • ‘Did you know we did breakfast…?’
                  • ‘Well, I just want it the way I want it’
                    • ‘I’ll have that… and that… No, not that, ooh – wait, that looks good…’
                    • Market in Brief

                      • Breakfast catering – market overview
                        • Weekday versus weekend
                          • Impact of the recession
                            • Limits to market potential
                              • Healthy eating trend
                              • Internal Market Environment

                                • Key points
                                  • Smoking ban
                                    • Consumer spending priorities
                                      • Figure 1: Consumer spending priorities, March 2009-January 2010
                                    • The eating out market
                                      • Figure 2: Eating out market*, by sector, 2004-08
                                      • Figure 3: Impact of economic downturn on eating out, March 2009
                                    • Breakfasts share of the eating out market
                                      • Figure 4: Meals eaten at a restaurant/café/pub etc in the past three months, April 2009
                                    • Marketing angles to promote the breakfast occasion
                                      • Role of retail brands in breakfast catering
                                        • Ethical products
                                          • Renaissance of power breakfasts in an era of austerity
                                          • Broader Market Environment

                                            • Key points
                                              • Consumer confidence is increasing
                                                • Figure 5: Trends in consumer sentiment for the coming year, Jan 2009-Dec 2009
                                                • Figure 6: Consumer Confidence Index Jan 2005-10
                                              • Keeping consumers engaged in breakfast catering as they age
                                                • Figure 7: Forecast adult population trends, by lifestage, 2004-14
                                              • Personal concerns
                                                • Figure 8: Trends in personal concerns, June 2009-December 2009
                                              • Healthy lifestyle trends
                                                • Figure 9: Avoid/limit/take no notice of food and drink products, 2007-09
                                                • Figure 10: Healthy lifestyle trends, December 2008-December 2009
                                              • Eating habit trends
                                                • Figure 11: Eating habit trends, December 2008-December 2009
                                            • Competitive Context

                                              • Key points
                                                • Breakfast cereals
                                                  • Figure 12: Consumption of breakfast cereals, 2005-08
                                                  • Figure 13: Usage of breakfast cereals, 2009
                                                • Changing flavour preferences
                                                  • Figure 14: UK retail value sales of sweet spreads, by type, 2006-08
                                                • Competition from the retail market
                                                  • Cereals
                                                    • Porridge
                                                      • Cereal bars/bakes
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • A flagging roadside restaurant chain and a Michelin-starred chef
                                                            • Figure 15: Little Chef menu comparison, 2010
                                                          • New menu additions
                                                            • Meal deals, offers and freebies
                                                              • Awards and accolades
                                                              • Children’s Breakfasting Habits

                                                                • Key points
                                                                  • Breakfast is the most important meal of the day
                                                                    • Figure 16: Attitudes towards breakfast, 2005-09
                                                                  • School breakfast clubs
                                                                    • Figure 17: Methods used by schools to promote healthy eating, 2007
                                                                  • What 7-10-year-olds eat for breakfast
                                                                    • Figure 18: What eat for breakfast, 2005-09
                                                                    • Figure 19: Foods that 7-10-year-olds eat and foods they like the best, 2008-09
                                                                  • What 11-19-year-olds eat for breakfast
                                                                    • Figure 20: Things eat for breakfast, 2008-09
                                                                • General Breakfast Trends (Adults)

                                                                  • Key points
                                                                    • Types of food eaten for breakfast
                                                                      • Figure 21: Types of food eaten for breakfast, December 2009
                                                                    • Porridge
                                                                      • Cereal bars
                                                                        • Yoghurts
                                                                          • Smoothies
                                                                            • Reflections in the eating out market
                                                                              • Demographic factors of breakfast foods
                                                                                • Attitudes towards eating breakfast
                                                                                  • Figure 22: Attitudes towards eating breakfast, December 2009
                                                                                • Demographic factors of attitudes towards breakfast
                                                                                • Eating Breakfast Out of Home

                                                                                  • Key points
                                                                                    • Frequency of eating breakfast
                                                                                      • Figure 23: Frequency of eating breakfast at home/out of the home in a week, March 2010
                                                                                    • Company results – breakfast catering risers….
                                                                                      • … and fallers
                                                                                        • Demographic factors
                                                                                        • Where Breakfast Is Eaten Out of Home

                                                                                          • Key points
                                                                                            • Convenience-driven
                                                                                              • Figure 24: Where breakfast is eaten out of home, March 2010
                                                                                            • Growth of mobile coffee carts
                                                                                              • How consumers choose where to eat breakfast out of home – US example
                                                                                                • Figure 25: Restaurant selection criteria, US, November 2009
                                                                                              • Focus on menu variety at weekends
                                                                                                • Case study: Moma
                                                                                                  • Demographic factors of where breakfast is eaten
                                                                                                  • Attitudes Towards Breakfasting Out of Home

                                                                                                    • Key points
                                                                                                        • Figure 26: Attitudes towards buying or eating breakfast out of the home, March 2010
                                                                                                      • Convenience
                                                                                                        • Impact of the recession
                                                                                                          • Healthy eating and customisation
                                                                                                            • Demographic factors of attitudes towards out-of-home breakfast catering
                                                                                                            • Breakfast Catering Targeting Opportunities

                                                                                                              • Key points
                                                                                                                  • Figure 27: Out-of-home breakfast habits target groups, March 2010
                                                                                                                • In-home Diners
                                                                                                                  • Desk Diners
                                                                                                                    • B&B-ers
                                                                                                                      • Grab ‘n’ Goers
                                                                                                                      • Appendix: Broader Market Environment

                                                                                                                          • Figure 28: Usage of breakfast cereals, by detailed demographics, 2009
                                                                                                                          • Figure 29: Avoid/limit/take no notice of food and drink products, by detailed demographics, 2009
                                                                                                                          • Figure 30: Avoid/limit/take no notice of food and drink products, by detailed demographics, 2009
                                                                                                                          • Figure 31: Avoid/limit/take no notice of food and drink products, by detailed demographics, 2009
                                                                                                                          • Figure 32: Avoid/limit/take no notice of food and drink products, by detailed demographics, 2009
                                                                                                                          • Figure 33: Avoid/limit/take no notice of food and drink products, by detailed demographics, 2009
                                                                                                                          • Figure 34: Types of snacks usually have during the day, 2009
                                                                                                                      • Appendix – Children’s Breakfasting Habits

                                                                                                                          • Figure 35: Attitudes towards breakfast, by detailed demographics, 2009
                                                                                                                        • 7-10-year-olds
                                                                                                                          • Figure 36: What eat for breakfast, by detailed demographics, 2009
                                                                                                                          • Figure 37: Foods eaten by 7-10-year-olds, by detailed demographics, 2009
                                                                                                                          • Figure 38: Foods eaten by 7-10-year-olds, by detailed demographics, 2009 (continued)
                                                                                                                          • Figure 39: Foods eaten by 7-10-year-olds, by detailed demographics, 2009 (continued)
                                                                                                                          • Figure 40: Foods eaten by 7-10-year-olds, by detailed demographics, 2009 (continued)
                                                                                                                          • Figure 41: Foods eaten by 7-10-year-olds, by detailed demographics, 2009 (continued)
                                                                                                                          • Figure 42: Foods that 7-10-year-olds like best, by detailed demographics, 2009
                                                                                                                          • Figure 43: Foods that 7-10-year-olds like best, by detailed demographics, 2009 (continued)
                                                                                                                          • Figure 44: Foods that 7-10-year-olds like best, by detailed demographics, 2009 (continued)
                                                                                                                          • Figure 45: Foods that 7-10-year-olds like best, by detailed demographics, 2009 (continued)
                                                                                                                          • Figure 46: Foods that 7-10-year-olds like best, by detailed demographics, 2009 (continued)
                                                                                                                        • 11-19-year-olds
                                                                                                                          • Figure 47: Things eat for breakfast, by detailed demographics, 2009
                                                                                                                          • Figure 48: Things eat for breakfast, by detailed demographics, 2009 (continued)
                                                                                                                          • Figure 49: Things eat for breakfast, by detailed demographics, 2009 (continued)
                                                                                                                      • Appendix – General Breakfasting Trends (Adults)

                                                                                                                          • Figure 50: Most popular types of food eaten for breakfast, by detailed demographics, December 2009
                                                                                                                          • Figure 51: Next most popular types of food eaten for breakfast, by detailed demographics, December 2009
                                                                                                                          • Figure 52: Most popular attitudes towards eating breakfast, by detailed demographics, December 2009
                                                                                                                          • Figure 53: Next most popular attitudes towards eating breakfast, by detailed demographics, December 2009
                                                                                                                      • Appendix: Eating Breakfast Out of Home

                                                                                                                          • Figure 54: Frequency of eating breakfast at home in a week, by detailed demographics, March 2010
                                                                                                                          • Figure 55: Frequency of eating breakfast out of the home in a week, by detailed demographics, March 2010
                                                                                                                          • Figure 56: Frequency of eating breakfast at home/out of the home in a week, by most popular attitudes towards buying or eating breakfast out of the home, March 2010
                                                                                                                          • Figure 57: Frequency of eating breakfast at home/out of the home in a week, by next most popular attitudes towards buying or eating breakfast out of the home, March 2010
                                                                                                                          • Figure 58: Attitudes towards buying or eating breakfast out of the home, by most popular attitudes towards buying or eating breakfast out of the home, March 2010
                                                                                                                          • Figure 59: Attitudes towards buying or eating breakfast out of the home, by next most popular attitudes towards buying or eating breakfast out of the home, March 2010
                                                                                                                      • Appendix – Where Breakfast Is Eaten Out of Home

                                                                                                                          • Figure 60: Where breakfast is eaten out of home, by detailed demographics, March 2010
                                                                                                                          • Figure 61: Frequency of eating breakfast at home/out of the home in a week, by most popular where eat breakfast, March 2010
                                                                                                                          • Figure 62: Attitudes towards buying or eating breakfast out of the home, by where eat breakfast, March 2010
                                                                                                                      • Appendix – Attitudes towards Breakfasting Out of Home

                                                                                                                          • Figure 63: Most popular attitudes towards buying or eating breakfast out of the home, by detailed demographics, March 2010
                                                                                                                          • Figure 64: Next most popular attitudes towards buying or eating breakfast out of the home, by detailed demographics, March 2010
                                                                                                                      • Appendix – Breakfast Catering Targeting Opportunities

                                                                                                                          • Figure 65: Breakfast catering target groups, by detailed demographics, March 2010
                                                                                                                          • Figure 66: Frequency of eating breakfast at home/out of the home in a week, by target groups, March 2010
                                                                                                                          • Figure 67: Breakfast catering target groups, by where breakfast is eaten out of home, March 2010
                                                                                                                          • Figure 68: Breakfast catering target groups, by attitudes towards buying or eating breakfast out of the home, March 2010

                                                                                                                      Companies Covered

                                                                                                                      • Aldi Stores Ltd (UK & Ireland)
                                                                                                                      • Asda Group Ltd
                                                                                                                      • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                      • Burger King UK Ltd
                                                                                                                      • Co-operative Group
                                                                                                                      • Coca-Cola GB
                                                                                                                      • Department of Health
                                                                                                                      • Facebook, Inc.
                                                                                                                      • Gfk NOP
                                                                                                                      • Government Actuary's Department (GAD)
                                                                                                                      • HJ Heinz Company UK
                                                                                                                      • J. Sainsbury
                                                                                                                      • JD Wetherspoon
                                                                                                                      • John Lewis Plc (department store)
                                                                                                                      • Laurel Pub Company
                                                                                                                      • Lidl (UK)
                                                                                                                      • Marks & Spencer
                                                                                                                      • McDonald's Restaurants Limited (UK)
                                                                                                                      • Starbucks Coffee Company UK Ltd
                                                                                                                      • T-Mobile (UK) Ltd
                                                                                                                      • Tesco Plc
                                                                                                                      • Twitter, Inc.
                                                                                                                      • Virgin Media Ltd
                                                                                                                      • Virgin Mobile
                                                                                                                      • Vodafone Group Plc (UK)
                                                                                                                      • Wagamama Ltd
                                                                                                                      • Waitrose
                                                                                                                      • Wm Morrison Supermarkets

                                                                                                                      Breakfast Catering - UK - April 2010

                                                                                                                      £1,995.00 (Excl.Tax)