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Breakfast Eating Habits - UK - July 2018

“Breakfast habits are becoming more fragmented. Busy lifestyles are seeing people skip this important meal, eat it on the go or graze their way through the morning, fuelling demand for convenient products that can be eaten quickly and easily. Meanwhile, when time permits, brunch offers an attractive opportunity for people to spend time enjoying their morning meal, helping to counterbalance the stress of everyday life.”
- Anita Winther, Research Analyst

This Report looks at the following areas:

  • Evolving breakfast habits present ongoing opportunities for convenience-led products
  • Scope to harness the popularity of more leisurely breakfast and brunch occasions in retail
  • Breakfast needs to deliver on energy provision

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Table of contents

  1. Overview

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

          • The market
            • Sugar reduction remains on the agenda
              • ‘One You’ campaign recommends 400-calorie breakfasts
                • Breakfast habits are being transformed by busy lifestyles
                  • In-home market should benefit from the ageing population
                    • Companies and brands
                      • Convenient breakfast products cater for the time-poor
                        • Breakfast foods make progress towards sugar reduction target
                          • Protein continues to attract NPD, yogurts add fibre
                            • Brands take a holistic approach to health messages
                              • Dorset Cereals looks to slow down breakfast
                                • The consumer
                                  • Eating breakfast is near universal
                                    • The home remains at the heart of the breakfast occasion
                                      • Figure 1: Frequency of eating breakfast at home and out of home, May 2018
                                    • Eating in is most common location for breakfast out of home
                                      • Figure 2: Where breakfast is typically eaten out of home, May 2018
                                      • Figure 3: Where breakfast is typically bought when eating out of home, May 2018
                                    • Breakfast cereals are the most popular choice at home
                                      • Figure 4: Breakfast items typically eaten at home and out of home, May 2018
                                    • Lack of hunger is main reason for not having breakfast
                                      • Figure 5: Reasons for not eating or often skipping breakfast, May 2018
                                    • A healthy breakfast supports a healthy day
                                      • Brunch creates both competition and opportunities
                                        • Figure 6: Behaviours relating to breakfast, May 2018
                                      • Breakfast needs to deliver an energy boost
                                        • Social media offers breakfast inspiration to the young
                                          • Figure 7: Attitudes towards breakfast, May 2018
                                        • What we think
                                        • Issues and Insights

                                          • Evolving breakfast habits present ongoing opportunities for convenience-led products
                                            • The facts
                                              • The implications
                                                • Scope to harness the popularity of more leisurely breakfast and brunch occasions in retail
                                                  • The facts
                                                    • The implications
                                                      • Breakfast needs to deliver on energy provision
                                                        • The facts
                                                          • The implications
                                                          • The Market – What You Need to Know

                                                            • Sugar reduction remains on the agenda
                                                              • ‘One You’ campaign recommends 400-calorie breakfasts
                                                                • Breakfast habits are being transformed by busy lifestyles
                                                                  • In-home market should benefit from the ageing population
                                                                  • Market Drivers

                                                                    • Sugar and calories are in the spotlight
                                                                      • 61% of adults are overweight or obese
                                                                        • Sugar reduction remains a focus
                                                                          • Breakfast categories feature prominently in PHE’s sugar reduction targets
                                                                            • PHE unveils calorie reduction targets
                                                                              • ‘One You’ campaign recommends 400-calorie breakfasts
                                                                                • Busy lifestyles are transforming breakfast habits
                                                                                  • Ageing population should benefit in-home market
                                                                                    • Health messages can boost appeal among the older generation
                                                                                      • Figure 8: Trends in the age structure of the UK population, 2013-18 and 2018-23
                                                                                    • The squeeze on real incomes eases
                                                                                      • Figure 9: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2012-April 2018
                                                                                  • Companies and Brands – What You Need to Know

                                                                                    • Convenient breakfast products cater for the time-poor
                                                                                      • Breakfast foods make progress towards sugar reduction target
                                                                                        • Protein continues to attract NPD, yogurts add fibre
                                                                                          • Brands take a holistic approach to health messages
                                                                                            • Dorset Cereals looks to slow down breakfast
                                                                                            • Launch Activity and Innovation

                                                                                              • Snack bars grow share of launches
                                                                                                • Figure 10: Share of new product launches in typical breakfast food categories, by sub-category, 2014-18
                                                                                              • Breakfast products cater for the time-poor
                                                                                                • Biscuits and bars remain a hotbed of NPD…
                                                                                                  • …while snack balls have rolled into the breakfast category
                                                                                                    • Figure 11: Examples of convenience-focused launches in the breakfast market
                                                                                                  • Breakfast drinks attract new brands
                                                                                                    • Retail brands take on foodservice with popular out-of-home options
                                                                                                      • Breakfast cereals make progress towards sugar reduction target
                                                                                                        • L/N/R sugar launches rise in yogurt
                                                                                                          • Cereal brands innovate with ancient grains and seeds
                                                                                                            • Kellogg ramps up the positive nutrition message with W.K. Kellogg range
                                                                                                              • Figure 12: W.K. Kellogg breakfast cereal launch
                                                                                                            • Protein continues to attract NPD
                                                                                                              • Figure 13: Share of new product launches featuring a high/added-protein claim in typical breakfast food categories, 2014-18
                                                                                                            • Protein remains a trend in breakfast cereals
                                                                                                              • Snack bars continue to blur category lines with protein launches
                                                                                                                • Protein activity continues in bread
                                                                                                                  • Leading yogurt players launch quark products
                                                                                                                    • Figure 14: Examples of protein launches in the breakfast market
                                                                                                                  • Yogurts leverage the appeal of wholegrain and fibre
                                                                                                                      • Figure 15: Examples of fibre launches in the youghurt category
                                                                                                                    • Free-from breakfast offering continues to grow
                                                                                                                      • Breakfast cereals cater for gluten avoiders
                                                                                                                        • Positive nutrition and ‘foodism’ inspire gluten-free bread innovation
                                                                                                                          • Gluten-free offerings also for the on-the-go consumer
                                                                                                                            • Sausages go flexitarian…
                                                                                                                              • …while Finnebrogue cuts nitrites from bacon and ham
                                                                                                                              • Advertising and Marketing Activity

                                                                                                                                • Breakfast categories reduce adspend
                                                                                                                                  • Figure 16: Total above-the-line, online display and direct mail advertising expenditure on selected breakfast foods^, 2014-18
                                                                                                                                • Brands take a holistic approach to health messages
                                                                                                                                  • Coco Pops looks to appeal to time-pressed and health-conscious parents
                                                                                                                                    • Shreddies spotlights the importance of starting the day the right way
                                                                                                                                      • Belvita’s aim to brighten the morning commute resonates
                                                                                                                                        • Dorset Cereals looks to slow down breakfast
                                                                                                                                          • Cheerios highlights the importance of family breakfasts
                                                                                                                                            • Brands encourage experimentation
                                                                                                                                              • Co-op advert focuses on the cooked breakfast
                                                                                                                                                • McDonald’s pushes breakfast occasion in several adverts
                                                                                                                                                  • Nielsen Ad Intel coverage
                                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                                    • Eating breakfast is near universal
                                                                                                                                                      • The home remains at the heart of the breakfast occasion
                                                                                                                                                        • Eating in is most common location for breakfast out of home
                                                                                                                                                          • Breakfast cereals are the most popular choice at home
                                                                                                                                                            • Lack of hunger is main reason for not having breakfast
                                                                                                                                                              • A healthy breakfast supports a healthy day
                                                                                                                                                                • Brunch creates both competition and opportunities
                                                                                                                                                                  • Breakfast needs to deliver an energy boost
                                                                                                                                                                    • Social media offers breakfast inspiration to the young
                                                                                                                                                                    • Breakfast Habits

                                                                                                                                                                      • Breakfast eating is ingrained
                                                                                                                                                                        • Figure 17: Where people eat breakfast, May 2018
                                                                                                                                                                      • The home remains the mainstay for breakfast eating
                                                                                                                                                                        • Figure 18: Frequency of eating breakfast at home and out of home, May 2018
                                                                                                                                                                      • Out-of-home breakfast peaks among the young and urbanites…
                                                                                                                                                                        • …as well as among affluent households
                                                                                                                                                                          • Figure 19: Eating breakfast out of home once a week or more, by age, May 2018
                                                                                                                                                                      • Where Breakfast is Eaten and Bought Out of Home

                                                                                                                                                                        • Eating in is most common location for breakfast out of home
                                                                                                                                                                          • Two in five 16-34-year-olds eat breakfast on the go
                                                                                                                                                                            • Work/school/college is the most common location for frequent out-of-home eaters
                                                                                                                                                                              • Figure 20: Where breakfast is typically eaten out of home, May 2018
                                                                                                                                                                            • Coffee/sandwich shops are the most common place to buy breakfast
                                                                                                                                                                              • The young have the larger repertoire of purchase locations
                                                                                                                                                                                • Figure 21: Where breakfast is typically bought when eating out of home, May 2018
                                                                                                                                                                            • Breakfast Foods Eaten at Home and Out of Home

                                                                                                                                                                              • Breakfast cereals are the most popular choice at home
                                                                                                                                                                                • Figure 22: Mintel’s consumer focus group findings – Usage of breakfast cereals, May 2018
                                                                                                                                                                              • Toasts remain a staple to many
                                                                                                                                                                                • Cooked breakfasts at home most popular among 25-34s
                                                                                                                                                                                  • Figure 23: Breakfast items typically eaten at home and out of home, May 2018
                                                                                                                                                                                • Hot foods are the most popular choices out of home
                                                                                                                                                                                  • Breakfast replacements most popular among younger consumer
                                                                                                                                                                                    • Figure 24: Mintel’s consumer focus group findings – usage of cereal bars, May 2018
                                                                                                                                                                                  • 25-34-year-olds have the widest repertoires
                                                                                                                                                                                    • Figure 25: Repertoire of breakfast items typically eaten at home and out of home, May 2018
                                                                                                                                                                                • Reasons for Not Eating Breakfast

                                                                                                                                                                                  • One in three often skip breakfast
                                                                                                                                                                                    • Figure 26: Consumers who often skip breakfast, by age, May 2018
                                                                                                                                                                                  • Lack of hunger is main reason for not having breakfast
                                                                                                                                                                                    • Figure 27: Reasons for not eating or often skipping breakfast, May 2018
                                                                                                                                                                                  • Time is of the essence for breakfast skipping
                                                                                                                                                                                    • Intermittent fasting diets have had a rising profile
                                                                                                                                                                                      • Figure 28: Mintel’s consumer focus group findings – skipping breakfast as part of intermittent fasting, May 2018
                                                                                                                                                                                  • Breakfast Behaviours

                                                                                                                                                                                    • A healthy breakfast sets the springboard for a healthy day
                                                                                                                                                                                      • Added sugar is avoided by many
                                                                                                                                                                                        • Women are most calorie-conscious
                                                                                                                                                                                          • Health should not come at the sacrifice of taste
                                                                                                                                                                                            • Figure 29: Behaviours relating to breakfast, May 2018
                                                                                                                                                                                          • Rising profile of brunch creates competition…
                                                                                                                                                                                            • …and opportunities
                                                                                                                                                                                              • Sainsbury’s launches Christmas brunch range
                                                                                                                                                                                                • ‘Snackification’ of breakfast is widespread among the young
                                                                                                                                                                                                • Attitudes towards Breakfast

                                                                                                                                                                                                  • People want an energy boost from their breakfast
                                                                                                                                                                                                    • Energy references are well established in cereals
                                                                                                                                                                                                      • Nuts are a good fit for energy associations
                                                                                                                                                                                                        • On-trend ingredients linked to energy can provide differentiation
                                                                                                                                                                                                          • Figure 30: Attitudes towards breakfast, May 2018
                                                                                                                                                                                                        • Social media offers breakfast inspiration to the young
                                                                                                                                                                                                          • Figure 31: Smoothie bowl product examples, UK and US, 2017/18
                                                                                                                                                                                                        • Social media presence is important
                                                                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                            • Abbreviations
                                                                                                                                                                                                              • Consumer research methodology
                                                                                                                                                                                                              • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                • Definition
                                                                                                                                                                                                                    • Figure 32: Share of new product launches in typical breakfast food categories, by top 10 claims, 2014-18
                                                                                                                                                                                                                    • Figure 33: Share of breakfast cereal and yogurt launches featuring a low/no/reduced sugar claim, 2014-18

                                                                                                                                                                                                                Breakfast Eating Habits - UK - July 2018

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