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Breakfast Eating Habits - UK - July 2016

"Breakfast is an almost universal occasion. While 55% of people eat it at home every day, almost half (49%) sometimes eat breakfast out of home. That 28% do so once a week or more demonstrates that this is an established habit for a sizeable minority.
"Barriers remain, however, with the cost of eating breakfast out of home still seen to be the main deterrent to more frequent uptake: almost seven in ten (68%) people who eat breakfast say it is too expensive to eat breakfast out of home often. The low cost of in-home breakfast options therefore remains a key selling point to leverage."
– Amy Price, Senior Food and Drink Analyst

This Report covers the following areas:

  • Convenience appeals to today's time-pressed breakfast eater
  • A desire for variety is changing the breakfast occasion
  • Sugar remains an issue

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.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Bread and baked goods lead by sales; breakfast biscuits and cereal/snack bars tipped for fastest growth
              • Health remains on the agenda
                • Bread dominates but meal replacement drinks see the biggest growth in NPD
                  • Adspend holds steady in 2015, with Kellogg’s taking the lead
                    • The consumer
                      • Breakfast eating is almost universal
                        • Figure 1: Where people eat breakfast, by location, May 2016
                      • Cereals and toast are most popular when at home; indulgent options when out of home
                        • Figure 2: Breakfast items typically eaten at home and out of home, May 2016
                      • Convenience is most important in breakfast choice
                        • Figure 3: Factors influencing choice of breakfast foods, May 2016
                      • Time pressures drive out-of-home occasions
                        • Figure 4: Reasons for eating breakfast out of home, May 2016
                      • Out-of-home options seen to improve, but still seen to be costly
                        • Figure 5: Attitudes towards breakfast, May 2016
                      • What we think
                      • Issues and Insights

                        • Convenience appeals to today’s time-pressed breakfast eater
                          • The facts
                            • The implications
                              • A desire for variety is changing the breakfast occasion
                                • The facts
                                  • The implications
                                    • Sugar remains an issue
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Bread and baked goods lead by sales; breakfast biscuits and cereal/snack bars tipped for fastest growth
                                            • Health remains on the agenda
                                              • A time-poor society creates opportunities for OTG formats
                                                • Bread dominates but meal replacement drinks see the biggest growth in NPD
                                                  • Adspend holds steady in 2015, with Kellogg’s taking the lead
                                                  • Sales Performance of Selected Breakfast Items

                                                    • Definition
                                                      • Bread and baked goods dominate by sales; breakfast biscuits and cereal/snack bars tipped for fastest growth
                                                        • Bread leads by sales
                                                          • Portability drives breakfast biscuits/cereal bars
                                                            • Figure 6: UK retail value sales of selected breakfast foods, 2010, 2015 (est) and 2020 (fore)
                                                          • Hot cereals perform strongly
                                                            • Changing habits affect breakfast foods
                                                              • Figure 7: Index of quantity of food purchased for UK households (average per person per week), for selected breakfast foods, 1974-2014
                                                            • Bacon and sausages suffer in 2015 following cancer link
                                                              • Figure 8: UK retail value sales of processed meats, 2010-15
                                                          • Market Drivers

                                                            • Health remains on the agenda
                                                              • Obesity levels continue to rise
                                                                • Sugar content is a concern for flavoured cereals
                                                                  • Figure 9: Perceptions of selected breakfast foods, June 2015
                                                                • A time-poor society creates opportunities for OTG formats
                                                                  • Catering to the older demographic
                                                                  • Launch Activity and Innovation

                                                                      • Bread dominates but meal replacement drinks see the biggest growth in NPD
                                                                        • Figure 10: Share of new product launches in typical breakfast food markets, by sub-category, 2012-16*
                                                                      • Health remains an ongoing focus
                                                                        • Manufacturers step up L/N/R sugar claim in 2015
                                                                          • Opportunities for sweeteners such as stevia
                                                                            • Protein trend continues…
                                                                              • …in cereals
                                                                                • …and in meal replacement drinks
                                                                                  • …and in yogurt
                                                                                    • Positive nutrition called out in bread…
                                                                                      • …and cereals
                                                                                        • Bread operators look to thins
                                                                                          • Gluten-free claims rebound in first five months of 2016
                                                                                            • Operators also look to indulgence
                                                                                              • Combining wholegrain with chocolate flavour
                                                                                                • Birds eye moves into breakfast treats
                                                                                                  • Brands extend into new areas
                                                                                                    • Cereal/porridge brands move into new segments
                                                                                                      • Brands look to bakes
                                                                                                        • Few on-the-go launches
                                                                                                          • New York Bakery positions pretzels for on-the-go
                                                                                                            • Single-portion packs of granola
                                                                                                              • Wall’s launches Breakfast Twists
                                                                                                                • Premium claims are niche
                                                                                                                  • Foodservice provides inspiration on unusual flavours
                                                                                                                    • Expanding and updating breakfast menus
                                                                                                                      • New flavours put a twist on breakfast staples
                                                                                                                      • Advertising and Marketing Activity

                                                                                                                        • Adspend holds steady in 2015
                                                                                                                          • Figure 11: Total above-the line, online display and direct mail advertising expenditure on selected breakfast foods^, 2012-16
                                                                                                                          • Figure 12: Total above-the line, online display and direct mail advertising expenditure on selected breakfast foods^, by category, 2012-16
                                                                                                                        • Kellogg’s is the leading advertiser
                                                                                                                          • Figure 13: Total above-the line, online display and direct mail advertising expenditure on breakfast foods, by top 10 advertisers, 2012-16 (sorted by 2015)
                                                                                                                        • Looking to positive nutrition with Kellogg’s Ancient Legends and Weetabix’s Incredible Inside
                                                                                                                          • Health and happiness is a feature for Special K and Activia
                                                                                                                            • Kellogg’s looks to gifts to appeal to consumers
                                                                                                                              • Müller supports its range
                                                                                                                                • Birds Eye brings back Waffly Versatile jingle in 2016
                                                                                                                                  • New York Bakery focuses on authenticity through Taste of New York ad
                                                                                                                                    • Brands look to social media
                                                                                                                                      • Kellogg’s launches Great Starts
                                                                                                                                        • Activia’s InnerSmile should help to position the brand as more fun
                                                                                                                                          • Actimel focuses on breakfast under #takeontheday
                                                                                                                                            • Belvita looks to Facebook ads to showcase recipe suggestions
                                                                                                                                              • Princes videos focus on breakfast
                                                                                                                                                • Nielsen Media Research coverage
                                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                                  • Breakfast eating is almost universal
                                                                                                                                                    • Cereals and toast are most popular when at home; indulgent options when out of home
                                                                                                                                                      • Convenience is most important in breakfast choice
                                                                                                                                                        • Time pressures drive out-of-home occasions
                                                                                                                                                          • Out-of-home options seen to improve, but still seen to be costly
                                                                                                                                                          • Breakfast Habits

                                                                                                                                                            • Breakfast eating is almost universal
                                                                                                                                                              • Figure 14: Where people eat breakfast, by location, May 2016
                                                                                                                                                            • Around half eat breakfast out of home, especially 25-34s…
                                                                                                                                                              • Figure 15: Eating breakfast out of home, by age, May 2016
                                                                                                                                                            • …and the most affluent
                                                                                                                                                              • Majority eat breakfast at home every day…
                                                                                                                                                                • Figure 16: Frequency of eating breakfast, by location, May 2016
                                                                                                                                                              • …particularly over-55s
                                                                                                                                                                • Figure 17: Eating breakfast at home every day, by age, May 2016
                                                                                                                                                              • 28% eat breakfast out of home once a week
                                                                                                                                                              • Where People Eat and Buy Breakfast

                                                                                                                                                                • Almost half of out-of-home breakfast eaters eat at a restaurant/coffee shop/café
                                                                                                                                                                  • 44% eat breakfast at work/school/college
                                                                                                                                                                    • Figure 18: Where breakfast is typically eaten out of home, May 2016
                                                                                                                                                                  • Three in ten eat breakfast on-the-go
                                                                                                                                                                    • Coffee/sandwich shops are the most popular destination to buy breakfast
                                                                                                                                                                      • Figure 19: Venues visited to buy breakfast, May 2016
                                                                                                                                                                  • Breakfast Foods Eaten At Home and Out of Home

                                                                                                                                                                    • Cereals and toast are most popular when at home
                                                                                                                                                                      • Figure 20: Breakfast items typically eaten at home and out of home, May 2016
                                                                                                                                                                    • Porridge appeals particularly to over-55s
                                                                                                                                                                      • Eggs benefit from protein positioning
                                                                                                                                                                        • Indulgent options are popular when out of home
                                                                                                                                                                          • ..and also in the home, especially at the weekend
                                                                                                                                                                            • Consumers’ repertoire shows they have a desire for variety
                                                                                                                                                                              • Figure 21: Repertoire of types of breakfast foods eaten at home and out of home, May 2016
                                                                                                                                                                          • Factors Influencing Choice of Breakfast Foods

                                                                                                                                                                            • Convenience is most important in breakfast choice
                                                                                                                                                                              • Figure 22: Factors influencing choice of breakfast foods, May 2016
                                                                                                                                                                            • Ease of use is important when eating breakfast out of home
                                                                                                                                                                              • Interest in nutritional content provides an incentive for NPD
                                                                                                                                                                                • Associating protein with a ‘fuller for longer’ claim
                                                                                                                                                                                  • Young people rate protein and superfood ingredients, older people fibre
                                                                                                                                                                                    • Sugar is a particular concern for women aged 45+
                                                                                                                                                                                      • Figure 23: Breakfast eating habits – CHAID – Tree output*, May 2016
                                                                                                                                                                                  • Reasons to Eat Breakfast Out of Home

                                                                                                                                                                                    • Time pressures drive out of home occasions
                                                                                                                                                                                      • Figure 24: Reasons for eating breakfast out of home, May 2016
                                                                                                                                                                                    • Treat culture pervades
                                                                                                                                                                                      • Only 19% eat out of home when they have spare money
                                                                                                                                                                                        • 22% simply aren’t hungry enough
                                                                                                                                                                                        • Attitudes towards Breakfast

                                                                                                                                                                                          • Out-of-home options seen to improve, but still seen to be costly
                                                                                                                                                                                            • Figure 25: Attitudes towards breakfast, May 2016
                                                                                                                                                                                          • Taking the time to enjoy breakfast
                                                                                                                                                                                            • Technology could help to speed up the payment process out of home
                                                                                                                                                                                              • Healthier breakfasts equate to feeling good…
                                                                                                                                                                                                • …and snacking less
                                                                                                                                                                                                  • Boredom fuels a desire for variety
                                                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                      • Abbreviations
                                                                                                                                                                                                        • Consumer research methodology
                                                                                                                                                                                                          • CHAID - Methodology
                                                                                                                                                                                                            • Figure 26: Breakfast eating habits – CHAID – Table output, May 2016
                                                                                                                                                                                                          • Forecast Methodology
                                                                                                                                                                                                          • Appendix – Market Drivers

                                                                                                                                                                                                              • Figure 27: Trends in the age structure of the UK population, 2011-21
                                                                                                                                                                                                              • Figure 28: UK households, by size, 2011-21
                                                                                                                                                                                                          • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                            • Definition
                                                                                                                                                                                                                • Figure 29: New product launches in the UK breakfast food market, by the L/N/R sugar claim, 2012-16*
                                                                                                                                                                                                                • Figure 30: New product launches in the UK breakfast food market, by the high in protein claim, 2012-16*
                                                                                                                                                                                                                • Figure 31: New product launches in the UK breakfast food market, by the gluten-free claim, 2012-16*
                                                                                                                                                                                                                • Figure 32: New product launches in the UK breakfast food market, by the on-the-go claim, 2012-16*
                                                                                                                                                                                                                • Figure 33: New product launches in the UK breakfast food market, by the premium claim, 2012-16*
                                                                                                                                                                                                            • Appendix – Advertising and Marketing Activity

                                                                                                                                                                                                                • Figure 34: Total above-the line, online display and direct mail advertising expenditure on breakfast foods, by brand, 2015

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • Kellogg Company
                                                                                                                                                                                                            • Premier Foods plc
                                                                                                                                                                                                            • Pret A Manger

                                                                                                                                                                                                            Breakfast Eating Habits - UK - July 2016

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