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Breakfast Eating Habits - UK - February 2011

Consumers have an established habit of eating breakfast at home every day, making this part of their daily routine. This habit has become more pronounced as consumers see breakfast at home as a cost-effective option that enables them to make their discretionary income go further. This report examines consumer breakfast eating habits, and evaluates how changing family lifestyles are impacting on this meal occasion, in order to understand what this means for marketeers, retailers and suppliers.

  • The importance of breakfast is shown by the fact that nearly two thirds of consumers view breakfast as part of their daily routine. It is typically older consumers that are most likely to agree with this opinion (76% of over-55s and 83% of the retired).
  • Consumers aged 16-24 are twice as likely to agree that they do not have time to eat breakfast, with agreement declining with age, which seems to suggest that it’s more of a cultural change with less emphasis now put on the importance of eating breakfast.
  • Almost half of all consumers agreed that they ate breakfast at home more often in order to save money, with this rising to 59% among 16-24s. This suggests that eating breakfast out of the home is viewed as a luxury or at least something that can easily be cut back on.
  • Only 5% of consumers currently eat breakfast out of the home, while 61% say they never do. This compares to the 67% that regularly eat breakfast at home.
  • Two thirds of children aged 7-10 agree that breakfast is the most important meal in the day. However, as children get older, attitudes change, and as they reach their teenage years they are less likely to value breakfast as an important daily meal.
  • Just over half of all consumers eat cold cereal for breakfast, with penetration rising to 63% among 16-24s. Cold cereal is a quick and convenient breakfast option and is one where innovation has traditionally focused on appealing to the younger end of the spectrum.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Consumer research
            • Abbreviations
            • Future Opportunities

                • Ushering in the working day
                  • More than just cereal
                  • Market in Brief

                    • Market drivers
                      • Major breakfast foods market segments
                        • Innovation in the breakfast foods market
                          • Children’s breakfast habits
                            • Breakfast eating habits
                              • What do consumers eat for breakfast?
                                • Attitudes towards breakfast
                                • Internal Market Environment

                                  • Key points
                                    • No more meal skipping
                                      • Figure 1: Agreement with selected lifestyle statements on diet and health, 2006-10
                                    • Children understand importance of breakfast
                                      • Figure 2: Agreement with the statement ‘breakfast is the most important meal of the day’ – 7-10s and 11-19s, 2006-10
                                    • Supporting school breakfast clubs
                                      • Average working hours in decline
                                        • Figure 3: Trends in average working hours, 2006-10
                                      • Attitudes towards health
                                        • Figure 4: Agreement with statements about health and healthy lifestyles, November 2010
                                    • Broader Market Environment

                                      • Key points
                                        • Food price inflation puts pressure on consumer
                                          • Figure 5: CPI annual rates for all foods; milk, cheese and eggs; and bread and cereals, 1997-2010
                                        • Population trends and breakfast habits
                                          • Figure 6: Changes in the UK population (‘000s), by age group, 2010-15
                                        • Changing UK socio-economic profile
                                          • Figure 7: Socio-economic profile of the UK population, 2005-15
                                        • More women at work
                                        • Breakfast Foods

                                          • Key points
                                            • Food price inflation pushes up commodity prices
                                              • Recession offers opportunities for breakfast foods
                                                • Convenience and health make cereals a popular choice
                                                  • Figure 8: UK retail value sales of breakfast cereals and cereal bars, 2005-10
                                                • Innovation in healthy options helps drive bread sales
                                                  • Figure 9: UK retail value sales of bread and baked goods, 2005-10
                                                • Yogurts also considered a healthy breakfast choice
                                                  • Figure 10: UK retail value sales of yogurt and yogurt drinks, 2005-10
                                                • More time during the weekend for a fry-up
                                                  • Figure 11: UK retail value sales of eggs, bacon, sausages and deli meats, 2005-10
                                              • Children’s Breakfast Food Preferences

                                                • Key points
                                                  • Getting children into the breakfast habit
                                                    • Children’s breakfast choices
                                                      • Figure 12: What children are eating for breakfast – 7-10s, 2006-10
                                                    • Teens enjoyed cooked breakfasts
                                                      • Figure 13: What children are eating for breakfast – 11-19s, 2008-10
                                                    • Children’s food preferences and dislikes
                                                      • Figure 14: Foods that 7-10-year-olds eat and foods they like the best*, 2008-10
                                                  • Breakfast Food Innovations

                                                      • Category innovation
                                                        • Figure 15: Innovation trends in bread, yogurt and breakfast cereals, 2008-10
                                                      • Wheat intolerance sufferers offered more bread products
                                                        • Figure 16: NPD in bread and bread products, by positioning claim, 2008-10
                                                      • New innovation in healthy cereals products
                                                        • Figure 17: NPD in breakfast cereals, by positioning claim, 2008-10
                                                      • Yogurt innovation increases focus on ethical packaging
                                                        • Figure 18: NPD in yogurt, by positioning claim, 2008-10
                                                    • The Consumer – Breakfast Habits

                                                      • Key points
                                                        • Where do consumers eat breakfast?
                                                            • Figure 19: Frequency of eating breakfast at home and out of the home, December 2010
                                                          • At home versus out of home
                                                            • Where do people eat breakfast when out of the home?
                                                                • Figure 20: Where breakfast is eaten during the week, and at the weekend, December 2010
                                                              • Out-of-home breakfast options
                                                              • The Consumer – Types of Breakfast Foods Eaten

                                                                • Key points
                                                                  • Most popular breakfast choices
                                                                      • Figure 21: Breakfast items eaten at home, December 2010
                                                                    • Toast
                                                                      • Cold cereal
                                                                        • Hot cereal
                                                                          • Fruit
                                                                            • Cooked breakfast
                                                                              • Yogurt
                                                                                • Muesli
                                                                                    • Figure 22: Breakfast items eaten out of the home, December 2010
                                                                                • The Consumer – Attitudes towards Eating Breakfast

                                                                                  • Key points
                                                                                      • Figure 23: Attitudes towards eating breakfast, December 2010
                                                                                    • Why eat breakfast?
                                                                                      • Why don’t some people eat breakfast?
                                                                                        • Cutting back on breakfast spending
                                                                                          • Variety versus routine?
                                                                                          • Targeting Opportunities – Breakfast Eating Habits

                                                                                                • Figure 24: Target groups for breakfast eating habits, December 2010
                                                                                              • Unengaged Breakfasters
                                                                                                • Who are they?
                                                                                                  • Attitudes towards breakfast
                                                                                                    • What do they eat for breakfast?
                                                                                                      • Breakfast Enthusiasts
                                                                                                        • Who are they?
                                                                                                          • Attitudes towards breakfast
                                                                                                            • What do they eat for breakfast?
                                                                                                              • Too Busy for Breakfast
                                                                                                                • Who are they?
                                                                                                                  • Attitudes towards breakfast
                                                                                                                    • What do they eat for breakfast?
                                                                                                                      • Weekend Brunchers
                                                                                                                        • Who are they?
                                                                                                                          • Attitudes towards breakfast
                                                                                                                            • What do they eat for breakfast?
                                                                                                                            • Appendix

                                                                                                                              • Advertising data
                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                  • Figure 25: Agreement with selected lifestyle statements on diet and health, by demographics, 2010
                                                                                                                                  • Figure 26: Average working hours, by demographics, 2010
                                                                                                                                  • Figure 27: Average working hours, by demographics, 2010
                                                                                                                              • Appendix – Broader Market Environment

                                                                                                                                  • Figure 28: How consumers have changed their grocery shopping habits in the last 12 months, 2009 and 2010
                                                                                                                                  • Figure 29: Total UK fertility rate, 1997-2009
                                                                                                                                  • Figure 30: Trends for working women with children, 2005-10
                                                                                                                                  • Figure 31: Employment and unemployment, by gender, 2005-15
                                                                                                                              • Appendix – Breakfast Foods

                                                                                                                                  • Figure 32: New product innovation in breakfast cereals, by positioning claim, January-December 2010
                                                                                                                              • Appendix – Children’s Breakfast Food Preferences

                                                                                                                                  • Figure 33: Proportion of children in England aged 2-15 who are overweight or obese, by gender, 1995-2008
                                                                                                                                  • Figure 34: Foods that 7-10-year-olds eat and foods they like the best*, 2008-10
                                                                                                                              • Appendix – Breakfast Food Innovations

                                                                                                                                  • Figure 35: NPD in breakfast cereals, by sub-category, 2008-10
                                                                                                                              • Appendix – Breakfast Habits

                                                                                                                                  • Figure 36: Frequency of eating breakfast at home, by demographics, December 2010
                                                                                                                                  • Figure 37: Frequency of eating breakfast out of the home, by demographics, December 2010
                                                                                                                                  • Figure 38: Most popular where breakfast is eaten during the week, by demographics, December 2010
                                                                                                                                  • Figure 39: Next most popular where breakfast is eaten during the week, by demographics, December 2010
                                                                                                                                  • Figure 40: Most popular where breakfast is eaten at the weekend, by demographics, December 2010
                                                                                                                                  • Figure 41: Next most popular where breakfast is eaten at the weekend, by demographics, December 2010
                                                                                                                              • Appendix – Types of Breakfast Foods Eaten

                                                                                                                                  • Figure 42: Most popular breakfast items eaten at home, by demographics, December 2010
                                                                                                                                  • Figure 43: Next most popular breakfast items eaten at home, by demographics, December 2010
                                                                                                                                  • Figure 44: Breakfast items eaten out of the home, by demographics, December 2010
                                                                                                                                  • Figure 45: Repertoire of breakfast items eaten at home, December 2010
                                                                                                                                  • Figure 46: Breakfast items eaten at home, by repertoire of breakfast items eaten at home, December 2010
                                                                                                                                  • Figure 47: Repertoire of breakfast items eaten out of the home, December 2010
                                                                                                                                  • Figure 48: Breakfast items eaten out of the home, by repertoire of breakfast items eaten out of the home, December 2010
                                                                                                                              • Appendix – Attitudes towards Eating Breakfast

                                                                                                                                  • Figure 49: Agreement with statement ‘I struggle to get through the day if I miss breakfast’, by demographics, December 2010
                                                                                                                                  • Figure 50: Agreement with statement ‘I do not have enough time in the morning to have breakfast’, by demographics, December 2010
                                                                                                                                  • Figure 51: Agreement with statement ‘I am not often hungry first thing in the morning so skip breakfast’, by demographics, December 2010
                                                                                                                                  • Figure 52: Agreement with statement ‘I often buy organic/premium ingredients for breakfast’, by demographics, December 2010
                                                                                                                                  • Figure 53: Agreement with statement ‘Breakfast is the healthiest meal I have in the day ‘, by demographics, December 2010
                                                                                                                                  • Figure 54: Agreement with statement ‘I eat breakfast at home as often as possible to save money’, by demographics, December 2010
                                                                                                                                  • Figure 55: Agreement with statement ‘I tend to eat a large breakfast, and so often skip lunch’, by demographics, December 2010
                                                                                                                                  • Figure 56: Agreement with statement ‘Eating breakfast is part of my daily routine’, by demographics, December 2010
                                                                                                                                  • Figure 57: Agreement with statement ‘Breakfast is the most important family meal I have in the day’, by demographics, December 2010
                                                                                                                                  • Figure 58: Agreement with statement ‘I often vary what I eat for breakfast during the week and/or at the weekend’, by demographics, December 2010
                                                                                                                                  • Figure 59: Agreement with statement ‘I spend more time eating breakfast during the weekend as I like to treat myself’, by demographics, December 2010
                                                                                                                                  • Figure 60: Agreement with statement ‘I often have a late breakfast (brunch) during the weekend‘, by demographics, December 2010
                                                                                                                                  • Figure 61: Agreement with statement ‘I sometimes have breakfast foods eg cereals for lunch or dinner’, by demographics, December 2010
                                                                                                                                  • Figure 62: Agreement with statement ‘I usually eat the same thing for breakfast every day’, by demographics, December 2010
                                                                                                                                  • Figure 63: Agreement with statement ‘I prefer to have a lie-in than wake up for breakfast during the weekend’, by demographics, December 2010
                                                                                                                              • Appendix – Targeting Opportunities – Breakfast Eating Habits

                                                                                                                                  • Figure 64: Attitudes towards eating breakfast, by target groups, December 2010
                                                                                                                                  • Figure 65: Target groups, by demographics, December 2010
                                                                                                                                  • Figure 66: Frequency of eating breakfast at home, by target groups, December 2010
                                                                                                                                  • Figure 67: Frequency of eating breakfast out of the home, by target groups, December 2010
                                                                                                                                  • Figure 68: Where breakfast is eaten during the week, by target groups, December 2010
                                                                                                                                  • Figure 69: Where breakfast is eaten at the weekend, by target groups, December 2010
                                                                                                                                  • Figure 70: Attitudes towards health and healthy lifestyles, by target groups, December 2010
                                                                                                                                  • Figure 71: Consumer eating habits, by target groups, December 2010
                                                                                                                                  • Figure 72: Breakfast items eaten at home, by target groups, December 2010
                                                                                                                                  • Figure 73: Breakfast items eaten out of the home, by target groups, December 2010

                                                                                                                              Companies Covered

                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                              • Asda Group Ltd
                                                                                                                              • British Nutrition Foundation
                                                                                                                              • British Retail Consortium
                                                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                              • Co-operative Group
                                                                                                                              • Costa
                                                                                                                              • Dairy Crest Group plc
                                                                                                                              • Danone UK Ltd
                                                                                                                              • Dorset Cereals
                                                                                                                              • Food Standards Agency
                                                                                                                              • Freeview
                                                                                                                              • Government Actuary's Department (GAD)
                                                                                                                              • Greggs Plc
                                                                                                                              • J. Sainsbury
                                                                                                                              • JD Wetherspoon
                                                                                                                              • Kantar Media
                                                                                                                              • Kellogg Company of GB Limited
                                                                                                                              • Lidl (UK)
                                                                                                                              • Marks & Spencer
                                                                                                                              • McDonald's Restaurants Limited (UK)
                                                                                                                              • mmO2 plc
                                                                                                                              • Nature's Path Foods Inc
                                                                                                                              • Netto Foodstores Ltd
                                                                                                                              • Ofcom
                                                                                                                              • Orange plc (UK)
                                                                                                                              • Outdoor Advertising Association of Great Britain
                                                                                                                              • Rachel's Organic Dairy
                                                                                                                              • Ryvita Company Ltd (The)
                                                                                                                              • School Food Trust
                                                                                                                              • Scott's Porridge Oats
                                                                                                                              • St Dalfour Frères
                                                                                                                              • Starbucks Coffee Company UK Ltd
                                                                                                                              • T-Mobile (UK) Ltd
                                                                                                                              • Tesco Plc
                                                                                                                              • The Danish Dairy Board
                                                                                                                              • Virgin Media Ltd
                                                                                                                              • Virgin Mobile
                                                                                                                              • Vodafone Group Plc (UK)
                                                                                                                              • Waitrose Ltd
                                                                                                                              • Wall's
                                                                                                                              • Warburtons
                                                                                                                              • Weetabix Ltd.
                                                                                                                              • Wm Morrison Supermarkets
                                                                                                                              • Yeo Valley Farms (Production) Ltd

                                                                                                                              Breakfast Eating Habits - UK - February 2011

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