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Ireland Breakfast Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Breakfast market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report looks at consumer breakfast eating habits and attitudes, in order to understand what this means for marketers, retailers and suppliers. It discusses foods for breakfast consumed both at home and out of home (eg at work, at a coffee shop).

Please note due to the diverse nature of the breakfast foods market (ie the number of different items that are included) and difficultly in determining at what time of day said items are consumed, this Report does not include a market size and forecast.

What you need to know

Breakfast remains on the menu for nearly everyone, eaten by around 95% of Irish consumers. However, signs are pointing towards a generational shift in breakfast eating habits. The older generations eat breakfast at home every day and also have a lower repertoire of foods eaten. Traditional breakfast patterns clearly remain prevalent among older consumers with favourites such as cereal and porridge.

In contrast, more fragmented routines appear to be taking root among the younger generations. They are more likely to eat breakfast out of home with a propensity to snack, seeing them graze on smaller breakfast items throughout the morning rather than eating one big breakfast. However, with increasing health concerns shedding light on the sugar content of cereals, cereal bars and other breakfast foods, brands are being forced to reconsider their products’ nutritional value.

Expert analysis from a specialist in the field

Written by Emma McGeown, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Despite being touted as the most important meal of the day, the majority of Irish consumers are making time to eat breakfast but perhaps not every day. Product innovation paired with consumers’ increasingly busy schedules is causing some to switch to snacking for this occasion – offering opportunities to brands and the quick-service industry. Emma McGeown
Food & Drink Analyst

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Table of contents

  1. Overview

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

          • Market drivers
            • Healthy finances bode well for out-of-home breakfast market
              • Rising obesity, changing eating habits
                • UK Change4Life campaign tackles breakfast
                  • Over half of consumers actively reducing level of sugar
                    • ‘Snackification’ threatens breakfast occasion
                      • Who’s innovating?
                        • The consumer
                          • Most eat breakfast at home every day
                            • Figure 1: Locations that consumers eat breakfast, NI and RoI, September 2018
                          • Coffee shops are the top location to buy breakfast outside of home
                            • Figure 2: Types of locations consumers typically buy breakfast out of the home, NI and RoI, September 2018
                          • Cereal top in-home occasion
                            • Figure 3: Types of breakfast that consumers typically eat at home, NI and RoI, September 2018
                            • Figure 4: Types of breakfast that consumers typically eat out of home, NI and RoI, September 2018
                          • Starting the day right with a healthy breakfast
                            • Figure 5: Agreement with statements related to breakfast, NI and RoI, September 2018
                        • The Market – What You Need to Know

                          • Healthy finances bode well for out-of-home breakfast market
                            • Rising obesity changing eating habits
                              • UK Change4Life campaign tackles breakfast
                                • Over half of consumers actively reducing level of sugar
                                  • ‘Snackification’ threatens breakfast occasion
                                  • Market Drivers

                                    • Healthy finances bode well for out-of-home breakfast
                                      • Figure 6: How consumers rate their current financial situation, NI and RoI, September 2017 and 2018
                                      • Figure 7: How consumers think their personal financial situation will be impacted over the next 12 months, NI and RoI, March-September 2018 
                                    • Rising obesity puts pressure on breakfast market
                                      • Figure 8: Overweight and obesity levels in adults aged 16+, NI, 2010/11-2016/17
                                      • Figure 9: Overweight and obesity levels in adults aged 15+, RoI, 2015/16 and 2016/17
                                    • UK Change4Life campaign tackles breakfast
                                      • Figure 10: Agreement with statements relating to children’s eating habits while at home, NI and RoI, November 2016
                                    • Over half of consumers actively reducing level of sugar
                                      • Figure 11: How consumers manage their sugar intake, NI and RoI, June 2017
                                    • Breakfast under threat from ‘snackification’
                                      • Figure 12: Consumers who have eaten snacks while commuting/travelling in the last two weeks, by age, NI and RoI, June 2018
                                  • What You Need to Know – Who’s Innovating?

                                    • Brands focus on reduced sugar claims
                                      • Cereal bars show promise as ‘snackification’ trend continues
                                        • Kellogg’s markets nostalgia
                                          • Convenience to another level with breakfast delivery services
                                          • Who’s Innovating?

                                              • Figure 13: Number of new products launched within the breakfast category, by select breakfast products, UK and Ireland, 2015-18
                                            • Breakfast category takes on reduced sugar claims
                                              • Figure 14: Number of new products launched with no added/reduced sugar claims, by select breakfast products, UK and Ireland, 2013-18
                                            • ‘Snackification’ trend stirs NPD in cereal bars
                                              • Figure 15: Number of new cereal bars, snack bars and energy bar products launched, by claims, UK and Ireland, 2015-18
                                            • Crackdown on sugar causes brands to react
                                              • Kellogg’s uses nostalgia to create opportunities for its cereals
                                                • Are breakfast delivery services the future?
                                                • The Consumer – What You Need to Know

                                                  • Most eat breakfast at home every day
                                                    • Coffee shops are the top location to buy breakfast outside of home
                                                      • Cereal top in-home occasion
                                                        • Starting the day right with a healthy breakfast
                                                        • Breakfast Habits

                                                            • Six in 10 have breakfast at home every day
                                                              • Figure 16: Frequency that consumers eat breakfast, by location, NI and RoI, September 2018
                                                            • Over-55s most likely to eat breakfast at home every day
                                                              • Figure 17: Frequency of eating breakfast at home, by age, NI and RoI, September 2018
                                                              • Figure 18: Agreement with the statement ‘I often skip breakfast’, by age, NI and RoI, September 2018
                                                            • Potential for growth in breakfast and brunch dining out
                                                              • Figure 19: Consumers who have eaten breakfast two or three times a month or less at a restaurant/coffee shop/café etc, by gender and age, NI and RoI, September 2018
                                                          • Out-of-home Breakfast Locations

                                                              • Coffee shops are the top spot for breakfast
                                                                • Figure 20: Types of locations consumers typically buy breakfast out of the home, NI and RoI, September 2018
                                                              • Women more likely to eat at a coffee shop
                                                                • Figure 21: Consumers who typically buy breakfast out of the home from a coffee/sandwich shop/bakery (eg Starbucks), by gender, NI and RoI, September 2018
                                                                • Figure 22: Consumers have visited a coffee shop or sandwich shop in the last three months for breakfast, by gender, NI and RoI, June 2017
                                                              • Fast food restaurants favoured by men
                                                                • Figure 23: Consumers who typically buy breakfast out of the home from a fast food outlet (eg McDonald's), by gender and age, NI and RoI, September 2018
                                                              • Convenience store breakfast appeals to students
                                                                • Figure 24: Consumers who typically buy breakfast out of the home from a convenience store (eg Centra), by working status, NI and RoI, September 2018
                                                            • Types of Breakfast Eaten

                                                                • Cereal tops in-home consumption
                                                                  • Figure 25: Types of breakfast that consumers typically eat at home, NI and RoI, September 2018
                                                                • Cereal is a staple for the entire family
                                                                  • Figure 26: Consumers who typically eat cereal/granola or muesli at home, by age of children in the household, NI and RoI, September 2018
                                                                • Sugary cereals concern parents
                                                                  • Fruit and vegetables appeal to women
                                                                    • Figure 27: Consumers who typically eat fruit and vegetables at home, by gender, NI and RoI, September 2018
                                                                  • Hot breakfasts preferred for out-of-home occasions
                                                                    • Figure 28: Types of breakfast that consumers typically eat out of home, NI and RoI, September 2018
                                                                  • RoI consumers typically eat hot foods out of the home
                                                                    • Figure 29: Consumers who typically eat cooked breakfast (eg Fill English/ boiled egg) or a hot roll/ sandwich (eg bacon roll, sausage sandwich), by location, NI and RoI, September 2018
                                                                  • Opportunities exist in baked goods category
                                                                    • Figure 30: Consumers who typically eat baked goods out of the home, by sweet and savoury, NI and RoI, September 2018
                                                                • Attitudes towards Breakfast

                                                                    • Three in 10 skip breakfast
                                                                      • Figure 31: Agreement with statements related to breakfast, NI and RoI, September 2018
                                                                    • Starting the day right with a healthy breakfast
                                                                      • Figure 32: Consumer agreement with the statement ‘Having a healthy breakfast makes me more likely to eat healthily for the rest of the day’, by gender, NI and RoI, September 2018
                                                                    • Brunch preferred by women
                                                                      • Figure 33: Consumer agreement with the statement ‘I prefer to eat brunch rather than breakfast at the weekends’, by gender, NI and RoI, September 2018
                                                                    • Superfoods take on the breakfast category
                                                                      • Figure 34: Consumer agreement with the statement ‘I try to include superfoods in my breakfast’, by gender and age, NI and RoI, September 2018
                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                    • Data sources
                                                                      • Generational cohort definitions
                                                                        • Abbreviations