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Consumer Breakfast Eating Habits - UK - February 2010

  • With tightening budgets and relatively less disposable income, 22m consumers appreciate the cost efficiencies of having breakfast at home compared to a restaurant.
  • Two-thirds of consumers eat their breakfast at home everyday with just 2% eating out everyday. This is in contrast to the US where 46% of consumers eat their breakfast out during the weekday.
  • Breakfast cereals (hot and cold) are the favourite breakfast food choice for 30m consumers, followed by toast, favoured by 27m consumers.
  • Almost 25m consumers eat breakfast as it is part of their daily routine, yet four million consumers claim not to have time to eat breakfast.,
  • Despite assumptions of children’s pester power in purchasing decisions at supermarkets, just 1.6m parents claim their children normally choose breakfast foods bought at the supermarket
  • Manufacturers should be more actively targeting consumers with breakfast products in the build up to the weekend: a fifth of consumers spend more time eating breakfast during the weekend.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Consumer research
          • Future Opportunities

            • Making time for breakfast time
              • The kids are all right
                • Fill ‘er up
                  • Proud sponsors of morning time
                    • Making more of Saturday/Sunday brunch
                      • Ceremony, ceremony, ceremony
                        • Ceremony without the effort
                        • Market in Brief

                          • A snacking culture
                            • Breakfast, the most important meal in the day
                              • How often do consumers eat breakfast?
                                • Breakfast food consumption
                                • Internal Market Environment

                                  • Key points
                                    • Figure 1: Agreement with selected lifestyle statements on diet and health, 2005-09
                                  • A snacking culture
                                      • Figure 2: Agreement with statement ‘I often eat between meals, I keep eating snacks’, by age, 2009
                                    • Dietary issues
                                      • The importance of breakfast
                                        • Figure 3: Agreement with selected lifestyle statements – 7-10-year-olds, 2009
                                      • Concerns over obesity levels
                                        • Figure 4: Projection of obesity prevalence among adults in England, by gender, 2003-50
                                        • Figure 5: Current and projected levels of overweight and obese children in the UK, by age and gender, 2003 and 2010
                                    • Broader Market Environment

                                      • Key points
                                        • Impact of inflation on selected breakfast foods
                                          • Figure 6: Effect of inflation on selected breakfast foods, 2008 vs. 2009
                                        • Population trends
                                          • Figure 7: Trends and projections in UK population, by age, 2004-14
                                        • More women in the workplace
                                          • Figure 8: Working population, by gender, 2004-14
                                        • Working hours affect eating habits
                                          • Figure 9: Trends in average working hours, 2005-09
                                          • Figure 10: Average trip duration, by trip purpose, 1995/97-2008
                                      • Breakfast Foods

                                        • Key points
                                          • Making breakfast food choices
                                            • A healthy rise in bread and morning goods
                                              • Figure 11: UK retail value sales of bread and morning goods, 2004-09
                                            • The occasional ‘fry-up’
                                              • Figure 12: UK retail value sales of bacon, eggs and sausages, 2004-09
                                            • Healthier options
                                              • Figure 13: UK retail value sales of yogurt and fromage frais, and smoothies, 2004-09
                                            • Enjoying a cereal experience
                                              • Figure 14: UK retail value sales of breakfast cereals and cereal bars, 2004-09
                                          • Innovations in Breakfast Foods

                                              • New product innovation in the bakery goods category
                                                • Figure 15: NPD in bread and morning goods products, by positioning claim, 2008 and 2009
                                              • Functional claims play important part in yogurt and yogurt drink launches
                                                • Figure 16: NPD in yogurt and yogurt drinks, by positioning claim, 2008 and 2009
                                              • Innovations in breakfast cereals and cereal bars
                                                • Figure 17: NPD in breakfast cereals, by positioning claim, 2008 and 2009
                                                • Figure 18: NPD in cereal bars, by positioning claim, 2008 and 2009
                                            • The Consumer – Frequency of Eating Breakfast

                                              • Key points
                                                • Breakfast at home
                                                    • Figure 19: Number of times in the week breakfast eaten at home and out of the home, December 2009
                                                  • Eating breakfast out of the home
                                                      • Figure 20: Propensity to eat breakfast in the home every day and eat out once a week or less, by gender, age and socio-economic group, December 2009
                                                      • Figure 21: Propensity to eat breakfast in the home every day and eat out once a week or less, by region and working status, December 2009
                                                    • The US has a more established breakfast eating out market
                                                    • The Consumer – What is Eaten for Breakfast?

                                                      • Key points
                                                          • Figure 22: Food items eaten for breakfast, December 2009
                                                        • Breakfast cereals are the most popular breakfast choice
                                                            • Figure 23: Profiles of consumers who eat hot or cold cereals, December 2009
                                                          • Spoilt for choice
                                                              • Figure 24: Profile of consumers of other breakfast foods, December 2009
                                                            • A third of consumers enjoy a varied breakfast range
                                                              • Figure 25: Repertoire of food items eaten for breakfast, December 2009
                                                              • Figure 26: Food item eaten for breakfast, by repertoire of food items eaten for breakfast, December 2009
                                                            • Weekends reserved for more indulgent breakfasts
                                                              • Figure 27: Food items eaten for breakfast, by number of times in the week they are eaten, December 2009
                                                          • The Consumer – Attitudes towards Breakfast

                                                            • Key points
                                                                • Figure 28: Attitudes towards breakfast, December 2009
                                                              • Why eat breakfast?
                                                                  • Figure 29: Agreement with statement ‘Skipping breakfast leads to overeating later’, by gender, age and socio-economic group, December 2009
                                                                • Saving costs on breakfast
                                                                  • Weekend breakfasts
                                                                    • A more social brunch
                                                                      • Figure 30: Agreement with statement ‘I tend to have brunch during the weekend (late breakfast/lunch)’, by gender, age and region, December 2009
                                                                  • Targeting Groups

                                                                    • Key points
                                                                        • Figure 31: Target groups based on attitudes towards breakfast, December 2009
                                                                      • Brunchers (21%)
                                                                        • Breakfast Skippers (32%)
                                                                          • Routine Breakfasters (16%)
                                                                            • Breakfast Devotees (31%)
                                                                            • Appendix

                                                                              • Advertising data
                                                                                • Abbreviations
                                                                                • Appendix – Internal Market Environment

                                                                                    • Figure 32: Agreement with selected lifestyle statements on diet and health, by demographics, 2009
                                                                                    • Figure 33: Where breakfast out the home is eaten, December 2009
                                                                                • Appendix – Broader Market Environment

                                                                                    • Figure 34: Changes in grocery shopping habits in the last 12 months, December 2009
                                                                                    • Figure 35: New launches, by positioning claim, 2008 and 2009
                                                                                • Appendix – Innovations in Breakfast foods

                                                                                    • Figure 36: NPD in bread and morning goods, by company, 2008 and 2009
                                                                                    • Figure 37: NPD in bread and morning goods, own-label vs branded launches, 2008 and 2009
                                                                                    • Figure 38: NPD in yogurt and yogurt drinks, by positioning claim ‘Functional – digestive’, 2008 and 2009
                                                                                    • Figure 39: NPD in breakfast cereals, by company, 2008 and 2009
                                                                                    • Figure 40: NPD in cereal bars, percentage of new launches, by positioning claim ‘low/no/reduced calorie’ by company, –2008 and 2009
                                                                                • Appendix – The Consumer – Frequency of Eating Breakfast

                                                                                    • Figure 41: Most popular number of times in the week breakfast eaten at home or out of home, by demographics, December 2009
                                                                                    • Figure 42: Next most popular number of times in the week breakfast eaten at home or out of home, by demographics, December 2009 (continued)
                                                                                    • Figure 43: Most popular number of times in the week breakfast eaten at home or out of home, by demographics, December 2009 (continued)
                                                                                    • Figure 44: Next most popular number of times in the week breakfast eaten at home or out of home, by demographics, December 2009 (continued)
                                                                                • Appendix – The Consumer – What is Eaten for Breakfast?

                                                                                    • Figure 45: Most popular food items eaten for breakfast, by demographics, December 2009
                                                                                    • Figure 46: Next most popular food items eaten for breakfast, by demographics, December 2009 (continued)
                                                                                    • Figure 47: Repertoire of food items eaten for breakfast, by demographics, December 2009
                                                                                • Appendix – The Consumer – Attitudes towards Breakfast

                                                                                    • Figure 48: Most popular attitudes towards breakfast, by demographics, December 2009
                                                                                    • Figure 49: Next most popular attitudes towards breakfast, by demographics, December 2009 (continued)
                                                                                    • Figure 50: Attitudes towards consumption of breakfast – out of the home, December 2009
                                                                                • Appendix – Targeting Groups

                                                                                    • Figure 51: Target groups on attitudes towards breakfast, by demographics, December 2009
                                                                                    • Figure 52: Number of times in the week breakfast eaten at home, by target groups on attitudes towards breakfast, December 2009
                                                                                    • Figure 53: Number of times in the week breakfast eaten out of home, by target groups on attitudes towards breakfast, December 2009
                                                                                    • Figure 54: Food items eaten for breakfast, by target groups on attitudes towards breakfast, December 2009
                                                                                    • Figure 55: Attitudes towards breakfast, by target groups on attitudes towards breakfast, December 2009

                                                                                Companies Covered

                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                • Allied Bakeries Ltd
                                                                                • Asda Group Ltd
                                                                                • British Bakeries Ltd
                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                • Channel 4
                                                                                • Co-operative Group
                                                                                • Costa
                                                                                • Danone UK Ltd
                                                                                • Department for Transport
                                                                                • Department of Health
                                                                                • Dorset Cereals
                                                                                • Ferrero U.S.A. Inc.
                                                                                • Food Standards Agency
                                                                                • Freeview
                                                                                • Government Actuary's Department (GAD)
                                                                                • HJ Heinz Company UK
                                                                                • J. Sainsbury
                                                                                • JD Wetherspoon
                                                                                • Kellogg Company of GB Limited
                                                                                • Lidl (UK)
                                                                                • Marks & Spencer
                                                                                • McDonald's Restaurants Limited (UK)
                                                                                • mmO2 plc
                                                                                • Nestlé UK Ltd
                                                                                • Netto Foodstores Ltd
                                                                                • Orange plc (UK)
                                                                                • Outdoor Advertising Association of Great Britain
                                                                                • Pepsi-Cola UK
                                                                                • Ponti's Group
                                                                                • Rachel's Organic Dairy
                                                                                • Research in Motion Uk Ltd.
                                                                                • Rivermill Foods
                                                                                • Ryvita Company Ltd (The)
                                                                                • Somerfield
                                                                                • Starbucks Coffee Company UK Ltd
                                                                                • T-Mobile (UK) Ltd
                                                                                • Tesco Plc
                                                                                • Tetley Group
                                                                                • Tropicana UK
                                                                                • United Biscuits
                                                                                • Virgin Media Ltd
                                                                                • Virgin Mobile
                                                                                • Vodafone Group Plc (UK)
                                                                                • W Jordans (Cereals) Ltd
                                                                                • Waitrose
                                                                                • Warburtons
                                                                                • Weetabix Ltd.
                                                                                • Weight Watchers Ltd. (UK)
                                                                                • Wm Morrison Supermarkets
                                                                                • YouTube, Inc.

                                                                                Consumer Breakfast Eating Habits - UK - February 2010

                                                                                US $2,583.33 (Excl.Tax)