2023
0
Ireland Breakfast Preferences Market Report 2023
2023-03-09T03:03:25+00:00
OX1154587
1495
161220
[{"name":"Breakfast Foods","url":"https:\/\/store.mintel.com\/industries\/food\/breakfast-foods"}]
Report
en_GB
“Increased consumer demand for value for money has required breakfast food brands to ensure they are offering more than just lower prices as consumers adapt to the cost of living…

Ireland Breakfast Preferences Market Report 2023

£ 1,495 (Excl.Tax)

Description

“Increased consumer demand for value for money has required breakfast food brands to ensure they are offering more than just lower prices as consumers adapt to the cost of living crisis. As many are seeking enjoyable flavours and health benefits from their breakfasts, brands and businesses must do more to engage but not overwhelm consumers as they seek relief from the stress and fatigue of current times. Ensuring breakfast time, whether at home or out of home, is nutritious and enjoyable can set the tone for the rest of the day.”
– Rebecca Blenman, Research Analyst

Key issues covered in this Report

  • The impact of the conflict in Ukraine on the breakfast sector.
  • The growth of the plant-based meat market.
  • Support needed for the foodservice industry.
  • How breakfast brands are adapting to HFSS restrictions.
  • The impact of the cost-of-living crisis.
  • Opportunities for cereal brands to improve their packaging.

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • COVID-19: market context
    • Products covered in this Report
  2. Executive Summary

    • The market
    • The short-, medium- and long-term impact of COVID-19
      • Figure 1: Expected impact of COVID-19 on the breakfast foods market, short, medium and long term, 2023-28
    • Conflict between Russia and Ukraine impacting breakfast food prices
      • Figure 2: Consumer price indices of bread & cereals, yogurt and jams, marmalades & honey, UK (including NI), 2020-22
      • Figure 3: Consumer price indices of bread & cereals, yogurt and jams, marmalades & honey, RoI, 2020-22
    • Prices of meat and eggs on the rise
      • Figure 4: Consumer price indices of dried, salted or smoked meat, other preserved or processed fish & seafood based preps and eggs, UK (including NI), 2020-22
      • Figure 5: Consumer price indices of dried, salted or smoked meat, other preserved or processed fish & seafood based preps and eggs, RoI, 2020-22
    • Growth of plant-based breakfast items
      • Figure 6: ‘Eating less red meat/poultry…’, NI and RoI, 2022
    • The foodservice struggling to afford higher overhead costs
      • Figure 7: Consumer price indices of foodservice, UK (including NI) and RoI, 2020-22
    • Demand for financial support for the foodservice sector
      • Figure 8: ‘I try to buy from local companies where possible’, IoI, 2022
    • The impact of the cost-of-living crisis
      • Figure 9: ‘Have you been affected by any of these issues over the last two months?’, IoI, 2022-23
    • Breakfast brands producing non-HFSS breakfast items
      • Figure 10: ‘Would you be for or against the following healthy eating initiatives?’, NI and RoI, 2022
    • Cereals brands work to improve their packaging
      • Figure 11: ‘It’s most important that food packaging…’, NI and RoI, 2022
    • Innovations
    • The consumer
    • Consumers generally tend to eat breakfast at home
      • Figure 12: Frequency of breakfast eaten at home, NI and RoI, 2022
      • Figure 13: Frequency of breakfast eaten out of home, NI and RoI, 2022
    • IoI consumers eat on-site when eating breakfast out of home
      • Figure 14: ‘Where do you typically eat your breakfast when you have it out of the home?’, NI and RoI, 2022
    • Consumers typically go to coffee shops to buy breakfast
      • Figure 15: Where consumers typically buy breakfast from when eating out of home, NI and RoI, 2022
    • Opportunities for innovation with toast and cereals
      • Figure 16: Types of food eaten for breakfast at home, NI and RoI, 2022
    • Consumers tend to eat a hot breakfast out of home
      • Figure 17: Types of food eaten for breakfast out of home, NI and RoI, 2022
    • Consumers are seeking filling breakfast foods
      • Figure 18: Important qualities when choosing food to eat for breakfast, NI and RoI, 2022
    • Over three quarters of consumers eat the same breakfast each day
      • Figure 19: Consumer attitudes and behaviours towards breakfast, NI and RoI, 2022
    • What we think
  3. The Market – Key Takeaways

    • Conflict between Russia and Ukraine impacting breakfast food prices
    • Prices of meat and eggs on the rise
    • Growth of plant-based breakfast items
    • The foodservice struggling to afford higher overhead costs
    • Demand for financial support for the foodservice sector
    • The impact of the cost-of-living crisis
    • Breakfast brands producing non-HFSS breakfast items
    • Cereals brands work to improve their packaging
  4. Market Drivers

    • The short-, medium- and long-term impact of COVID-19
      • Figure 20: Expected impact of COVID-19 on the breakfast foods market, short, medium and long term, 2023-28
    • Cold breakfast prices impacted by the Ukraine war
      • Figure 21: Consumer price indices of bread & cereals, yogurt and jams, marmalades & honey, UK (including NI), 2020-22
      • Figure 22: Consumer price indices of bread & cereals, yogurt and jams, marmalades & honey, RoI, 2020-22
      • Figure 23: ‘What, if any, effect do you think that the situation in Ukraine will have on your household’s finances?’, IoI, 2022-23
    • Breakfast protein prices on the rise
      • Figure 24: Consumer price indices of dried, salted or smoked meat, other preserved or processed fish & seafood based preps and eggs, UK (including NI), 2020-22
      • Figure 25: Consumer price indices of dried, salted or smoked meat, other preserved or processed fish & seafood based preps and eggs, RoI, 2020-22
    • Rise of plant-based meat alternatives at breakfast time
      • Figure 26: ‘Eating less red meat/poultry…’, NI and RoI, 2022
      • Figure 27: New release of Finnebrogue Artisan’s ‘Naked’ bacon, UK and Ireland, 2022
    • The food service industry hit by higher costs
      • Figure 28: Consumer price indices of foodservice, UK (including NI) and RoI, 2020-22
      • Figure 29: ‘How do you think prices will change over the next year?’, IoI, 2022
    • Local hospitality businesses call for support
      • Figure 30: ‘I try to buy from local companies where possible’, IoI, 2022
    • The impact of the cost-of-living crisis on breakfast time
      • Figure 31: ‘Have you been affected by any of these issues over the last two months?’, IoI, 2022-23
      • Figure 32: Indicators that food/drink is good value for money, IoI, 2022
      • Figure 33: New releases of private-label breakfast foods, UK and Ireland, 2022
    • Brands adapt to HFSS legislation
      • Figure 34: ‘Would you be for or against the following healthy eating initiatives?’, NI and RoI, 2022
    • Cereals brands commit to eco-friendly packaging
      • Figure 35: ‘It’s most important that food packaging…’, NI and RoI, 2022
      • Figure 36: Total new releases of top 10 breakfast cereal claims, UK and Ireland, 2018-22
  5. Innovations – Key Takeaways

    • Bread is the most popularly produced breakfast food
    • The high/added fibre claim is prevalent in bars and cereals
    • Sweet spreads offering variety
    • Functional and fortified claims growing in yogurt products
    • Eco-friendly packaging claim prevalent in the breakfast sector
  6. Who’s Innovating?

    • Bread and bread products are the most popular breakfast food
      • Figure 37: New launches of breakfast food and drink items, UK and Ireland, 2018-22
      • Figure 38: Selected types of bread bought in the last month, NI and RoI, 2022
    • Claims of high/added fibre prevalent in bars and cereals
      • Figure 39: Breakfast products launched with a high/added protein/fibre claim, UK and Ireland, 2018-22
      • Figure 40: New launches of cereals and cereal bars with a high/added fibre/protein claim, UK and Ireland, 2022
    • An increase in sweet spreads
      • Figure 41: New launches of sweet spreads, UK and Ireland, 2018-22
      • Figure 42: Types of sweet spreads used in the last three months, NI and RoI, 2023
      • Figure 43: Sweet spreads with exciting flavour combinations, UK and Ireland, 2022
    • Functional and fortified claims in yogurt products
      • Figure 44: Top five functional/fortified claims for yogurt products, UK and Ireland, 2018-22
      • Figure 45: ‘I would be interested in…’, NI and RoI, 2021
      • Figure 46: New releases of yogurt and yogurt drinks with fortified and functional claims, UK and Ireland, 2022
    • Eco-friendly packaging top the claims list
      • Figure 47: New releases of breakfast items with ethical claims, UK and Ireland, 2018-22
      • Figure 48: Select consumer attitudes and behaviours towards packaging, NI and RoI, 2022
      • Figure 49: New releases of breakfast items with eco-friendly packaging, UK and Ireland, 2022
  7. The Consumer – Key Takeaways

    • Consumers generally tend to eat breakfast at home
    • IoI consumers eat on-site when eating breakfast out of home
    • Consumers typically go to coffee shops to buy breakfast
    • Opportunities for innovation with toast and cereals
    • Consumers tend to eat a hot breakfast out of home
    • Consumers are seeking filling breakfast foods
    • Over three quarters of consumers eat the same breakfast each day
  8. Breakfast Frequency At Home and Out of Home

    • More consumers eat breakfast at home
      • Figure 50: Frequency of breakfast eaten at home, NI and RoI, 2022
      • Figure 51: Frequency of breakfast eaten out of home, NI and RoI, 2022
    • Consumers eat out of home a few times a month
    • Older consumers are more likely to eat at home every day
      • Figure 52: Consumers who eat breakfast at home every day, by generation, NI and RoI, 2022
    • Consumers of higher affluence tend to eat out of home
      • Figure 53: Consumers who typically eat breakfast out of home, by socio-economic status, NI and RoI, 2022
      • Figure 54: ‘And how do you feel about your financial situation over the next year or so?’, IoI, 2022
  9. Out-of-Home Breakfast Locations

    • Around half of IoI consumers eat breakfast at a foodservice premises
      • Figure 55: ‘Where do you typically eat your breakfast when you have it out of the home?’, NI and RoI, 2022
      • Figure 56: ‘Which of the following do you worry most about?’, IoI, 2022
    • Younger consumers tend to eat on the go
      • Figure 57: Consumers who typically eat their breakfast on the go when they have it out of home, by generation, NI and RoI, 2022
      • Figure 58: Consumers who have eaten snacks while commuting/travelling in the last two weeks, by age, NI and RoI, 2022
    • The majority of consumers who are not working eat on premises
      • Figure 59: Consumers who typically eat breakfast at a restaurant/coffee shop/café, by working situation, NI and RoI, 2022
    • Two fifths of parents of under-18s eat on the go
      • Figure 60: Consumers who typically eat breakfast on the go, by children in household, NI and RoI, 2022
      • Figure 61: Selected consumer attitudes towards children’s eating habits, NI and RoI, 2022
  10. Out-of-Home Breakfast Buying Locations

    • Coffee shops the most popular place to buy breakfast
      • Figure 62: Where consumers typically buy breakfast from when eating out of home, NI and RoI, 2022
    • NI consumers more likely to buy from fast food outlets
      • Figure 63: Agreement with selected attitudes towards healthy eating, NI and RoI, 2022
    • Women tend to buy from coffee shops more than men
      • Figure 64: Consumers who typically buy breakfast from coffee/sandwich shops/bakeries, by gender, NI and RoI, 2022
    • Consumers with a lower household income tend to buy from fast food outlets
      • Figure 65: Consumers who typically buy breakfast from fast food outlets, by annual household income, NI and RoI, 2022
      • Figure 66: Selected key factors driving consumer behaviour around Value, by annual household income, IoI, 2022
  11. Foods Eaten for Breakfast At Home

    • Consumers enjoy toast and cereal at home
      • Figure 67: Types of food eaten for breakfast at home, NI and RoI, 2022
      • Figure 68: NPD of innovative breakfast cereals, Global, 2023
    • Men like a hot breakfast at home
      • Figure 69: Consumers who eat hot breakfast foods at home, by gender, NI and RoI, 2022
      • Figure 70: Consumers who are mainly/wholly responsible for grocery shopping, by gender, NI and RoI, 2022
    • Consumers who are struggling financially tend to go for toast
      • Figure 71: Consumers who typically eat toasted bread/bagel for breakfast at home, by financial situation, NI and RoI, 2022
      • Figure 72: Consumers who prioritise price when choosing difference types of bread, by financial situation, NI and RoI, 2022
    • Younger consumers go for cereal/snack bars at breakfast
      • Figure 73: Consumers who eat cereal/snacks bar for breakfast at home, by age, NI and RoI, 2022
      • Figure 74: ‘I would ideally like my diet to…’, IoI, 2022
      • Figure 75: NPD of functional snack bar launches, Global, 2022
  12. Foods Eaten for Breakfast Out of Home

    • Consumers prefer a hot breakfast out of home
      • Figure 76: Types of food eaten for breakfast out of home, NI and RoI, 2022
    • Around a third of women eat pastries for out-of-home breakfasts
      • Figure 77: Consumers who eat pastries/baked goods for breakfast out of home, by gender, NI and RoI
      • Figure 78: ‘In my opinion, the best way to lose/avoid putting on weight is to reduce portion size’, by gender, NI and RoI
    • Younger consumers eat fruit and pastries out of home
      • Figure 79: Consumers who eat fruit and pastries/baked goods for breakfast out of home, by age, NI and RoI, 2022
      • Figure 80: Consumers who, on average, typically snack three times a day between meals, by age, NI and RoI, 2022
  13. Important Qualities when Choosing Breakfast

    • Satiety most important at breakfast time
      • Figure 81: Important qualities when choosing food to eat for breakfast, NI and RoI, 2022
      • Figure 82: NPD of breakfast foods with satiety claims on-pack, UK and Ireland, 2022
    • Women look for low-calorie options
      • Figure 83: Consumers who place importance on low in calories when choosing breakfast foods, by gender, NI and RoI, 2022
    • Older consumers value low-sugar and high-fibre foods
      • Figure 84: Consumers who place importance on low sugar and high fibre when choosing breakfast foods, by age, NI and RoI, 2022
    • Parents look for convenient preparation
      • Figure 85: Consumers who look for convenient preparation when choosing breakfast foods, by age of children in household, NI and RoI, 2022
      • Figure 86: ‘In our household, the adults and children mostly eat…?’, NI and RoI, 2021
  14. Attitudes and Behaviours towards Breakfast

    • Over three quarters of consumers stick to the same breakfast every day
      • Figure 87: Consumer attitudes and behaviours towards breakfast, NI and RoI, 2022
      • Figure 88: Selected consumer preferences when eating lunch, NI and RoI, 2022
    • Women sceptical of nutritional content of cereals
      • Figure 89: ‘I think breakfast cereals are not as healthy as they claim’, by gender, NI and RoI, 2022
    • Young consumers are more open to trying new breakfast options
      • Figure 90: ‘I like to try new versions of breakfast foods (eg a yogurt with a new flavour)’, by age, NI and RoI, 2022
    • Highly affluent put off unhealthy breakfast foods
      • Figure 91: ‘I’d be put off breakfast foods that are classified as unhealthy’, by socio-economic status, NI and RoI, 2022
  15. Appendix – Data Sources, Abbreviations and Supporting Information

    • Data sources
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

Below is a sample report, understand what you are buying.

Click to show report
2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch