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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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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK retail value sales of selected breakfast foods, 2008-18
            • Market factors
              • Rise in consumer expenditure and confidence
                • Sugar is an ongoing concern
                  • Demographic changes are set to impact the breakfast market
                    • Companies, brands and innovation
                      • Hot cereals see biggest growth in NPD
                        • Figure 2: Share of new product launches in typical breakfast food markets, by sub-category, 2011-13
                      • The consumer
                        • Almost all adults eat breakfast at home, more than half doing so every day
                          • Figure 3: Frequency of eating breakfast, by location, February 2014
                        • Breakfast cereals are most popular at home, hot rolls/sandwiches when out of home
                          • Figure 4: Types of breakfast foods eaten at home and out of home, February 2014
                        • Ease of preparation is most important when eating breakfast at home
                          • Figure 5: Factors influencing choice of breakfast products at home and out of home, February 2014
                        • Three in 10 tend to eat breakfast with others, while the same number enjoy taking their time
                          • Figure 6: Attitudes towards breakfast, February 2014
                        • What we think
                        • Issues and Insights

                            • An ongoing role for convenience in the breakfast sector
                              • The facts
                                • The implications
                                  • How can bread brands compete with cereal?
                                    • The facts
                                      • The implications
                                        • Marketing breakfast as me-time or a way to reconnect with others can challenge convenience proposition
                                          • The facts
                                            • The implications
                                            • Trend Application

                                                • Trend: Help Me Help Myself
                                                  • Trend: Without a Care
                                                    • Trend: Slow It All Down
                                                    • Market Drivers

                                                      • Key points
                                                        • Rise in expenditure and confidence
                                                          • Figure 7: Consumer expenditure, at constant 2013 prices, 2008-18
                                                          • Figure 8: GfK NOP Consumer Confidence Index, monthly, January 2008-February 2014
                                                        • Prices have stabilised but rises remain likely
                                                          • Falling unemployment should have a small positive impact on out-of-home occasions
                                                            • Figure 9: Employment and unemployment, by gender, 2008-18
                                                          • Sugar content is a concern, especially for parents
                                                            • Operators look to added benefits to drive interest
                                                              • Demographic changes create opportunities in the breakfast market
                                                                • Figure 10: Trends in the age structure of the UK population, 2008-13 and 2013-18
                                                              • Growth in 25-34s should benefit out-of-home breakfast
                                                                • Over-55s provide a boost to the at-home breakfast occasion
                                                                  • Household changes provide potential for NPD
                                                                    • Figure 11: UK households, by size, 2008-18
                                                                • Sales Performance of Selected Products

                                                                  • Key points
                                                                    • Definition
                                                                      • Overall sales performance of selected products commonly eaten at breakfast
                                                                        • Figure 12: UK retail value sales of selected breakfast foods, 2008-18
                                                                        • Figure 13: Index of UK retail value sales of selected breakfast foods, 2008-18
                                                                      • Hot cereals see strong growth
                                                                        • Bread and baked goods sales affected by rising wheat prices
                                                                          • Yogurt is seen firstly as a snack
                                                                            • Cereal, energy and snack bars are still niche
                                                                              • Sales of bacon and sausages driven by rising inflation
                                                                                • Figure 14: UK retail value sales of bacon and sausages, 2008-13
                                                                              • Hot rolls/sandwiches are more popular out of home than in
                                                                                • Eggs offer versatility
                                                                                • Who’s Innovating?

                                                                                  • Key points
                                                                                    • Definition
                                                                                      • Bread dominates but hot cereals see the biggest growth in NPD
                                                                                        • Figure 15: Share of new product launches in typical breakfast food markets, by sub-category, 2011-13
                                                                                      • Bread brands look to stand out through specialised products
                                                                                        • Breakfast biscuits continue to attract more entrants
                                                                                          • Convenience claims rise in prominence
                                                                                            • Figure 16: Share of new product launches in hot cereals, by convenience claims, 2011-13
                                                                                          • Operators continue to look to the on-the-go breakfast occasion
                                                                                            • Children’s yogurt products have managed an on-the-go positioning, despite chilled format
                                                                                              • Packaging innovation facilitates trial and ease of use
                                                                                                • Mini packs aim to encourage experimentation
                                                                                                  • Foodservice trends provide inspiration
                                                                                                    • Retail could look to foodservice’s examples on satiety
                                                                                                      • Functional associations could offer differentiation
                                                                                                        • Handheld items offer added convenience
                                                                                                        • Brand Communication and Promotion

                                                                                                          • Key points
                                                                                                            • Total adspend declines slightly since 2011
                                                                                                              • Figure 17: Total media advertising expenditure in the breakfast foods market, 2011-14
                                                                                                            • Cereals account for almost half of adspend, by category
                                                                                                              • Figure 18: Total media advertising expenditure on breakfast food products, by category, 2011-14
                                                                                                            • Kellogg’s monopolises adspend but has cut back since 2011
                                                                                                              • Figure 19: Total media advertising expenditure on breakfast food products, by top 10 advertisers (sorted by 2013), 2011-14
                                                                                                            • Kellogg’s Special K cereal leads spend by brand
                                                                                                              • Figure 20: Total media advertising expenditure on breakfast food products, by top 10 brands (sorted by 2013), 2011-14
                                                                                                          • The Consumer – Breakfast Habits

                                                                                                            • Key points
                                                                                                              • Almost all adults eat breakfast at home, more than half doing so every day
                                                                                                                • Figure 21: Frequency of eating breakfast, by location, February 2014
                                                                                                              • More than half of adults eat breakfast out of home, a third doing so at least once a week
                                                                                                                • Higher earners are more likely to eat breakfast out of home
                                                                                                                  • Figure 22: Frequency of eating breakfast out of home, by gross annual household income, February 2014
                                                                                                                • Grocery stores are the most popular location for buying out-of-home breakfast
                                                                                                                    • Figure 23: Venues visited to buy breakfast, November 2012
                                                                                                                  • Two fifths of adults eat breakfast at work/school/college
                                                                                                                    • Figure 24: Where breakfast is typically eaten out of home, February 2014
                                                                                                                • The Consumer – Breakfast Foods Eaten At Home and Out of Home

                                                                                                                  • Key points
                                                                                                                    • Breakfast cereals are the most popular option at home
                                                                                                                      • Figure 25: Types of breakfast foods eaten at home and out of home, February 2014
                                                                                                                    • Porridge enjoys ongoing popularity
                                                                                                                        • Figure 26: Porridge eaten for breakfast at home and out of home, by age, February 2014
                                                                                                                      • Breakfast occasion poses an opportunity for fruit products to engage with the young
                                                                                                                        • Figure 27: Fruit eaten at home and out of home at breakfast, by age, February 2014
                                                                                                                      • Hot, indulgent and convenient breakfast foods appeal when out of home
                                                                                                                        • Repertoire of breakfast foods eaten, at home and out of home
                                                                                                                          • Figure 28: Repertoire of types of breakfast foods eaten at home and out of home, February 2014
                                                                                                                      • The Consumer – Factors Influencing Choice of Breakfast Foods

                                                                                                                        • Key points
                                                                                                                          • Ease of preparation is the most important factor when eating breakfast at home
                                                                                                                            • Figure 29: Factors influencing choice of breakfast products at home and out of home, February 2014
                                                                                                                          • Quick and easy-to-eat breakfast formats appeal to more than a quarter when eating out of home
                                                                                                                            • Fuller for longer claim resonates both at home and out of home
                                                                                                                              • Flavour is more important than health
                                                                                                                                  • Figure 30: Factors influencing choice of breakfast products at home, by age, February 2014
                                                                                                                              • The Consumer – Attitudes Towards Breakfast

                                                                                                                                • Key points
                                                                                                                                  • Three in 10 tend to eat breakfast as a family, while the same number enjoy taking their time
                                                                                                                                    • Figure 31: Attitudes towards breakfast, February 2014
                                                                                                                                    • Figure 32: Agreement with the statement ‘I enjoy taking my time eating breakfast’, by age, February 2014
                                                                                                                                  • Full-time employees and those in full-time education say they struggle to have time to make breakfast
                                                                                                                                    • Breakfast as a weight management tool
                                                                                                                                      • Young look to healthier foods most
                                                                                                                                        • Variety appeals most to high earners
                                                                                                                                        • Appendix – Market Drivers

                                                                                                                                            • Figure 33: Consumer Price Index annual percentage change for all foods; milk, cheese and eggs; and bread and cereals, 1999-2013
                                                                                                                                            • Figure 34: Weekly commodity prices of wheat England and Wales, January 2011-January 2014
                                                                                                                                        • Appendix – The Consumer – Breakfast Habits

                                                                                                                                            • Figure 35: Frequency of eating breakfast, by location, February 2014
                                                                                                                                            • Figure 36: Frequency of eating breakfast, by location – At home, by demographics, February 2014
                                                                                                                                            • Figure 37: Frequency of eating breakfast, by location – Out of home, by demographics, February 2014
                                                                                                                                            • Figure 38: Where breakfast is eaten out of home, February 2014
                                                                                                                                            • Figure 39: Where breakfast is eaten out of home, by demographics, February 2014
                                                                                                                                        • Appendix – The Consumer – Breakfast Foods Eaten At Home and Out of Home

                                                                                                                                            • Figure 40: Types of breakfast foods eaten at home, February 2014
                                                                                                                                            • Figure 41: Types of breakfast foods eaten out of home, February 2014
                                                                                                                                            • Figure 42: Most popular types of breakfast foods eaten at home, by demographics, February 2014
                                                                                                                                            • Figure 43: Next most popular types of breakfast foods eaten at home, by demographics, February 2014
                                                                                                                                            • Figure 44: Most popular types of breakfast foods eaten out of home, by demographics, February 2014
                                                                                                                                            • Figure 45: Next most popular types of breakfast foods eaten out of home, by demographics, February 2014
                                                                                                                                            • Figure 46: Repertoire of types of breakfast foods eaten at home, February 2014
                                                                                                                                            • Figure 47: Repertoire of types of breakfast foods eaten at home, by demographics, February 2014
                                                                                                                                            • Figure 48: Repertoire of types of breakfast foods eaten out of home, February 2014
                                                                                                                                            • Figure 49: Repertoire of types of breakfast foods eaten out of home, by demographics, February 2014
                                                                                                                                        • Appendix – The Consumer – Factors Influencing Choice of Breakfast Foods

                                                                                                                                            • Figure 50: Factors influencing choice of breakfast products at home, February 2014
                                                                                                                                            • Figure 51: Factors influencing choice of breakfast products out of home, February 2014
                                                                                                                                            • Figure 52: Most popular factors influencing choice of breakfast products at home, by demographics, February 2014
                                                                                                                                            • Figure 53: Next most popular factors influencing choice of breakfast products at home, by demographics, February 2014
                                                                                                                                            • Figure 54: Other factors influencing choice of breakfast products at home, by demographics, February 2014
                                                                                                                                            • Figure 55: Most popular factors influencing choice of breakfast products out of home, by demographics, February 2014
                                                                                                                                            • Figure 56: Next most popular factors influencing choice of breakfast products out of home, by demographics, February 2014
                                                                                                                                            • Figure 57: Other factors influencing choice of breakfast products out of home, by demographics, February 2014
                                                                                                                                            • Figure 58: Attitudes towards protein and foods high in protein, by demographics, November 2012
                                                                                                                                        • Appendix – The Consumer – Attitudes Towards Breakfast

                                                                                                                                            • Figure 59: Attitudes towards breakfast, February 2014
                                                                                                                                            • Figure 60: Most popular attitudes towards breakfast, by demographics, February 2014
                                                                                                                                            • Figure 61: Next most popular attitudes towards breakfast, by demographics, February 2014

                                                                                                                                        Companies Covered

                                                                                                                                        • Danone UK Ltd
                                                                                                                                        • Kellogg Company of GB Limited
                                                                                                                                        • Kraft Foods UK
                                                                                                                                        • McNeil Consumer Nutritionals UK Ltd
                                                                                                                                        • Mondelez International
                                                                                                                                        • Quaker
                                                                                                                                        • Weetabix Ltd.
                                                                                                                                        • Yoplait S.A.

                                                                                                                                        Breakfast Eating Habits - UK - April 2014

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