Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Breakfast Catering - UK - February 2013

“Lifestyle branding is an increasingly prevalent tool in the eating out market as foodservice operators look to engage with consumers on additional levels than price and menu which are no longer the venue differentiators they once were.”
– Helena Spicer – Senior Foodservice Analyst

Some questions answered in this report include:

  • How can out-of-home breakfast operators leverage health trends in in-home products to increase their value-for-money perception?
  • How can breakfast operators use branding trends within the wider eating out market to increase loyalty?
  • How can out-of-home breakfast operators leverage customisation and convenience to compete with in-home/retail options?
  • What attributes can breakfast operators highlight in order to target older consumers more effectively?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Companies, brands and innovation
                • Who’s innovating? Out of home
                  • Who’s innovating? In home
                    • The consumer
                      • Frequency of eating breakfast in and out of home
                        • Figure 1: Frequency of eating breakfast in and out of home, November 2012
                      • Types of breakfast foods eaten in and out of home
                        • Figure 2: Types of breakfast foods eaten at home and out of home, November 2012
                      • Where breakfast is eaten out of home
                        • Figure 3: Where breakfast is eaten out of home, November 2012
                      • Where breakfast is bought out of home
                        • Figure 4: Venues visited to purchase breakfast, November 2012
                      • Factors affecting breakfast purchase venue choice
                        • Figure 5: Factors affecting breakfast purchase venue choice, November 2012
                      • Breakfast menu enticements
                        • Figure 6: Breakfast menu enticements, November 2012
                      • What we think
                      • Issues in the Market

                          • How can out-of-home breakfast operators leverage health trends in in-home products to increase their value-for-money perception?
                            • How can breakfast operators use branding trends within the wider eating out market to increase loyalty?
                              • How can out-of-home breakfast operators leverage customisation and convenience to compete with in-home/retail options?
                                • What attributes can breakfast operators highlight in order to target older consumers more effectively?
                                • Trend Application

                                    • Prompting porridge sales through convenient and customisable vending
                                      • Increasing awareness of coffee shop breakfast ranges by highlighting ‘added value’ labels
                                        • Marketing breakfast catering to older consumers
                                        • Market Drivers

                                          • Key points
                                            • Food inflation puts pressure on operators
                                              • Figure 7: CPI All foods; bread and cereals; and milk, cheese and eggs, 1997-2011
                                            • Consumers’ financial situation has recovered but their confidence is still volatile
                                              • Figure 8: Trends in how respondents describe their financial situation, February 2009-January 2013
                                              • Figure 9: GfK NOP Consumer Confidence Index, monthly, 2007-13
                                              • Figure 10: Agreement with the statement ‘I enjoy splashing out on a meal in a restaurant’, 2008-12
                                            • Healthy eating habits still relevant
                                              • Figure 11: Agreement with selected lifestyle statements, 2008-12
                                              • Figure 12: Reasons for snacking on weekdays, 2009 and 2012
                                            • An ageing population will pose a challenge to the breakfast occasion
                                              • Figure 13: Forecast adult population trends, by lifestage, 2007-17
                                          • Who’s Innovating?

                                            • Key points
                                              • New breakfast menu dishes: focus on fresh, hot and convenient
                                                • Grab and go
                                                  • Hot food
                                                    • Branded products
                                                      • New entrants and expanding concepts
                                                        • Foodservice Global
                                                          • Multigrain porridge
                                                            • Smoothie bowls
                                                              • Premium breakfast sandwiches
                                                                • Other NPD
                                                                • Competitive Context – In-Home Breakfast Trends

                                                                  • Key points
                                                                    • In-home breakfast trends
                                                                      • Breakfast cereals
                                                                        • Figure 14: Consumption of breakfast cereals, 2010-12
                                                                      • Cereal bars
                                                                        • Bread and baked goods
                                                                          • Yoghurt and yoghurt drinks
                                                                            • Porridge
                                                                            • Frequency of Eating Breakfast In and Out of Home

                                                                              • Key points
                                                                                • Around a quarter of consumers eat breakfast out of home once a week or more
                                                                                  • Figure 15: Frequency of eating breakfast in and out of home, November 2012
                                                                                • A number of operators report strong breakfast growth…
                                                                                  • …while others look to drive awareness and interest
                                                                                    • From breakfast bundles and blanket price promotions to specific targeting and luxury breakfasts
                                                                                      • Blanket promotions remain popular…
                                                                                        • …though some operators look to specific targeting
                                                                                          • More venues make an occasion of breakfast
                                                                                            • Tendency to eat breakfast out of home declines with age and as people leave employment
                                                                                            • Types of Breakfast Food Eaten

                                                                                              • Key points
                                                                                                • Out-of-home breakfasts are about treats, variety and portability
                                                                                                  • Figure 16: Types of breakfast foods eaten at home and out of home, November 2012
                                                                                                • Wider offering can help to add value to bread products
                                                                                                  • Figure 17: Type of jam, honey and other spreads used most often, 2010 and 2012
                                                                                                • Age affects consumers’ receptiveness to new breakfast formats
                                                                                                  • Traditional versus alternative breakfast formats shows regional bias
                                                                                                    • Traditional breakfast fares best outside London, lighter options appeal to urbanites
                                                                                                      • Emerging breakfast fare is best suited to cities
                                                                                                        • Opportunity to use lifestyle branding to bolster breakfast purchases
                                                                                                        • Breakfast Purchasing Habits

                                                                                                          • Key points
                                                                                                            • Half of out-of-home breakfasters eat at work/college
                                                                                                              • Figure 18: Where breakfast is eaten out of home, November 2012
                                                                                                            • Could squeeze on government-run breakfast clubs at schools offer potential to retailers and foodservice providers?
                                                                                                              • A third of users require on-the-go breakfast products
                                                                                                                • Where do people buy breakfast from?
                                                                                                                  • Figure 19: Venues visited to buy breakfast, November 2012
                                                                                                                • Grocery stores hold the lead, helped by expanding offering
                                                                                                                  • Fast food venues prosper on price, price bundles could benefit coffee shops
                                                                                                                    • Time constraints at breakfast hold back restaurants
                                                                                                                    • Factors Influencing Where Breakfast is Bought

                                                                                                                      • Key points
                                                                                                                        • Breakfast purchasers are convenience-driven and price-sensitive
                                                                                                                          • Figure 20: Factors affecting breakfast purchase venue choice, November 2012
                                                                                                                        • Convenience and price drive venue choice of majority
                                                                                                                          • Quality of experience only appeals to a minority
                                                                                                                          • Breakfast Menu Enticements

                                                                                                                            • Key points
                                                                                                                              • Focus on ‘value added’ highlights
                                                                                                                                • Figure 21: Breakfast menu enticements, November 2012
                                                                                                                              • Women, Londoners and 25-34s are most drawn to healthy breakfasts
                                                                                                                                • Four in ten interested in low-carb breakfasts
                                                                                                                                  • Figure 22: Limiting carbohydrates, 2008 and 2012
                                                                                                                                • Strong demand for dishes which keep you fuller for longer
                                                                                                                                    • Figure 23: Attitudes towards protein and foods high in protein, November 2012
                                                                                                                                  • Traditional breakfast dishes (eg smoked haddock, kippers)
                                                                                                                                    • Dishes with ethnic flavours
                                                                                                                                      • CHAID analysis – Menu enticements – added-value dishes
                                                                                                                                        • Methodology
                                                                                                                                          • Mothers drawn to ‘5-a-day’ labels
                                                                                                                                            • Figure 24: Breakfast catering – dishes which include one or more of your recommended five-a-day – CHAID – Tree output, November 2012
                                                                                                                                            • Figure 25: Breakfast catering – CHAID – table output, January 2013
                                                                                                                                        • Appendix – Frequency of Eating Breakfast In and Out of Home

                                                                                                                                            • Figure 26: Frequency of eating breakfast in and out of home, November 2012
                                                                                                                                            • Figure 27: Frequency of eating breakfast in home, by detailed demographics, November 2012
                                                                                                                                            • Figure 28: Frequency of eating breakfast out of home, by detailed demographics, November 2012
                                                                                                                                            • Figure 29: Types of breakfast foods eaten out of home, by frequency of eating breakfast out of home, November 2012
                                                                                                                                            • Figure 30: Venues visited for breakfast, by frequency of eating breakfast out of home, November 2012
                                                                                                                                            • Figure 31: Factors affecting breakfast venue choice, by frequency of eating breakfast out of home, November 2012
                                                                                                                                            • Figure 32: Breakfast menu enticements, by frequency of eating breakfast out of home, November 2012
                                                                                                                                            • Figure 33: Breakfast menu enticements, by frequency of eating breakfast at home, November 2012
                                                                                                                                        • Appendix – Types of Breakfast Food Eaten

                                                                                                                                            • Figure 34: Types of breakfast foods eaten at home, November 2012
                                                                                                                                            • Figure 35: Types of breakfast foods eaten out of home, November 2012
                                                                                                                                            • Figure 36: Most popular types of breakfast foods eaten at home, by detailed demographics, November 2012
                                                                                                                                            • Figure 37: Next most popular types of breakfast foods eaten at home, by detailed demographics, November 2012
                                                                                                                                            • Figure 38: Most popular types of breakfast foods eaten out of home, by detailed demographics, November 2012
                                                                                                                                            • Figure 39: Next most popular types of breakfast foods eaten out of home, by detailed demographics, November 2012
                                                                                                                                            • Figure 40: Breakfast menu enticements, by most popular types of breakfast foods eaten out of home, November 2012
                                                                                                                                            • Figure 41: Breakfast menu enticements, by next most popular types of breakfast foods eaten out of home, November 2012
                                                                                                                                            • Figure 42: Types of breakfast foods eaten out of home, by next most popular types of breakfast foods eaten out of home, November 2012
                                                                                                                                        • Appendix – Where Breakfast is Eaten Out Of Home

                                                                                                                                            • Figure 43: Where breakfast is eaten out of home, November 2012
                                                                                                                                            • Figure 44: Where breakfast is eaten out of home, by detailed demographics, November 2012
                                                                                                                                            • Figure 45: Types of breakfast foods eaten out of home, by where breakfast is eaten out of home, November 2012
                                                                                                                                            • Figure 46: Breakfast menu enticements, by where breakfast is eaten out of home, November 2012
                                                                                                                                            • Figure 47: Factors affecting breakfast venue choice, by where breakfast is eaten out of home, November 2012
                                                                                                                                        • Appendix – Venues Visited for Breakfast

                                                                                                                                            • Figure 48: Venues visited for breakfast, November 2012
                                                                                                                                            • Figure 49: Most popular venues visited for breakfast, by detailed demographics, November 2012
                                                                                                                                            • Figure 50: Next most popular venues visited for breakfast, by detailed demographics, November 2012
                                                                                                                                            • Figure 51: Types of breakfast foods eaten out of home, by most popular venues visited for breakfast, November 2012
                                                                                                                                            • Figure 52: Types of breakfast foods eaten out of home, by next most popular venues visited for breakfast, November 2012
                                                                                                                                            • Figure 53: Factors affecting breakfast venue choice, by most popular venues visited for breakfast, November 2012
                                                                                                                                            • Figure 54: Factors affecting breakfast venue choice, by next most popular venues visited for breakfast, November 2012
                                                                                                                                            • Figure 55: Breakfast menu enticements, by most popular venues visited for breakfast, November 2012
                                                                                                                                            • Figure 56: Breakfast menu enticements, by next most popular venues visited for breakfast, November 2012
                                                                                                                                        • Appendix – Factors Affecting Where Breakfast is Bought Out of Home

                                                                                                                                            • Figure 57: Factors affecting breakfast venue choice, November 2012
                                                                                                                                            • Figure 58: Most popular factors affecting breakfast venue choice, by detailed demographics, November 2012
                                                                                                                                            • Figure 59: Next most popular factors affecting breakfast venue choice, by detailed demographics, November 2012
                                                                                                                                            • Figure 60: Factors affecting breakfast venue choice, by most popular factors affecting breakfast venue choice, November 2012
                                                                                                                                            • Figure 61: Factors affecting breakfast venue choice, by next most popular factors affecting breakfast venue choice, November 2012
                                                                                                                                            • Figure 62: Breakfast menu enticements, by most popular factors affecting breakfast venue choice, November 2012
                                                                                                                                            • Figure 63: Breakfast menu enticements, by next most popular factors affecting breakfast venue choice, November 2012
                                                                                                                                            • Figure 64: Venues visited for breakfast, by most popular factors affecting breakfast venue choice, November 2012
                                                                                                                                            • Figure 65: Venues visited for breakfast, by next most popular factors affecting breakfast venue choice, November 2012
                                                                                                                                        • Appendix – Breakfast Menu Enticements

                                                                                                                                            • Figure 66: Breakfast menu enticements, November 2012
                                                                                                                                            • Figure 67: Interest in dishes which include one or more of your recommended five fruit/vegetables a day, by detailed demographics, November 2012
                                                                                                                                            • Figure 68: Interest in low-fat/low-calorie dish/drink, by detailed demographics, November 2012
                                                                                                                                            • Figure 69: Interest in dishes labelled as ‘natural’, by detailed demographics, November 2012
                                                                                                                                            • Figure 70: Interest in dishes with added health benefits, by detailed demographics, November 2012
                                                                                                                                            • Figure 71: Interest in dishes made using ethical ingredients, by detailed demographics, November 2012
                                                                                                                                            • Figure 72: Interest in dishes low in carbohydrates, by detailed demographics, November 2012
                                                                                                                                            • Figure 73: Interest in lighter dishes, by detailed demographics, November 2012
                                                                                                                                            • Figure 74: Interest in dishes made with fresh ingredients, by detailed demographics, November 2012
                                                                                                                                            • Figure 75: Interest in dishes which keep you fuller for longer, by detailed demographics, November 2012
                                                                                                                                            • Figure 76: Interest in dishes with premium ingredients, by detailed demographics, November 2012
                                                                                                                                            • Figure 77: Interest in traditional breakfast dishes, by detailed demographics, November 2012
                                                                                                                                            • Figure 78: Interest in dishes with ethnic flavours, by detailed demographics, November 2012
                                                                                                                                          • Consumer attitudes towards protein
                                                                                                                                            • Figure 79: Attitudes towards protein and foods high in protein, November 2012
                                                                                                                                            • Figure 80: Attitudes towards protein and foods high in protein, November 2012
                                                                                                                                            • Figure 81: Agreement with the statement ‘Protein helps you feel fuller for longer’, by detailed demographics, November 2012
                                                                                                                                            • Figure 82: Agreement with the statement ‘High-protein foods can help you managed your weight’, by detailed demographics, November 2012
                                                                                                                                            • Figure 83: Agreement with the statement ‘I am interested in buying foods that are naturally high in protein’, by detailed demographics, November 2012
                                                                                                                                            • Figure 84: Agreement with the statement ‘Eating high-protein foods helps me to snack less’, by detailed demographics, November 2012
                                                                                                                                            • Figure 85: Agreement with the statement ‘I am interested in buying food and drink with added protein’, by detailed demographics, November 2012

                                                                                                                                        Companies Covered

                                                                                                                                        • McDonald's Restaurants Limited (UK)
                                                                                                                                        • Sainsbury's Local
                                                                                                                                        • Stonegate Farmers
                                                                                                                                        • Wall's

                                                                                                                                        Breakfast Catering - UK - February 2013

                                                                                                                                        £1,995.00 (Excl.Tax)