Breakfast Eating Habits - UK - April 2014
“Operators could look to marketing to reposition breakfast as a way to connect people or to offer a bit of me-time before tackling the day, reminding consumers that, for example, a bowl of porridge or a crumpet with butter is worth savouring.”
– Amy Price, Senior Food and Drink Analyst
Some questions answered in this report include:
- Is there an ongoing role for convenience in the breakfast sector
- How can bread brands compete with cereal?
- How will marketing breakfast as me-time or a way to reconnect with others challenge the convenience proposition?
Showing the time pressures consumers face, convenience is important to the breakfast foods market. Almost half of those eating breakfast at home rate foods being quick to prepare as a factor influencing choice. For out-of-home breakfast eaters, that a product is quick to eat is important to a third and easy to eat important to a quarter, boding well for NPD (New Product Development) that caters to these trends.
The rise in 25-34s suggests an incentive for manufacturers to look to portability further.
Satiety remains a good platform for communication, with around a third of breakfast eaters looking for breakfast foods that keep them fuller for longer, though limited by EFSA (European Food Safety Authority) regulations on direct claims.
This report looks at consumer breakfast eating habits and attitudes, in order to understand what this means for marketers, retailers and suppliers.
This report discusses foods for breakfast consumed both at home and out of home (eg at work, at a coffee shop), with the focus being primarily on the retail channel. More detailed discussion of breakfast within the foodservice sector can be found in Breakfast Catering – UK, February 2013.
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