Germany Breakfast Eating Habits Market Report 2021
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Both convenience and health need to be the focus for breakfast market players. Functional benefits, particularly immune and gut health, are a big opportunity. Heidi Lanschützer, Associate Director Germany…

Germany Breakfast Eating Habits Market Report 2021

£ 2,195 (Excl.Tax)


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

Quick and easy to prepare products remain one of the biggest opportunities for at-home breakfast foods. With convenience being important in determining the foods to have for breakfast and lack of time being a major reason for consumers to skip breakfast, innovating around formats and the snacking occasion will be key moving forward.

Quickly Understand

  • How can brands provide more guidance on how to make breakfast more exciting?
  • How to tap into ethical breakfast foods credentials?
  • What areas should brands focus on when it comes to innovation and renovation?
  • What are the foods eaten for breakfast in Germany and by whom?
  • What are the new key factors for breakfast foods in Germany?
  • How is the pandemic impacting breakfast eating habits in Germany?

Covered in this report

Brands mentioned: Activia, Actimel, Aldi Nord, Aldi Süd, Amazon, Arla, Bauckhof, Corny, Danone, DeBeukelaer Cereola, Feel Fit, Happy Egg Co, Harry, Hovis, Kellogg, LC1, Mestemacher, Müller, Nestlé, Norma, Seeberger, Vegablum, Veganz, Zentis, etc.

Topics covered: This market report explores breakfast eating habits in Germany, including the choice of foods for breakfast, and attitudes towards breakfast.

Expert analysis from a specialist in the field

Written by Milena Paulini, 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.

Both convenience and health need to be the focus for breakfast market players. Functional benefits, particularly immune and gut health, are a big opportunity.

Milena Paulini
Analyst – Food and Drink

Table of Contents


    • Key issues covered in this Report
    • Impact of COVID-19 on breakfast eating habits
    • Market context
    • Mintel predicts
    • Graph 1: population by age groups, 2015-30
    • What consumers want, and why
    • Opportunities

    • Graph 2: key economic data, in real terms, 2019-22
    • Graph 3: population by age groups, 2015-30

    • Impact of COVID-19 on consumer behaviour
    • Graph 4: frequency of eating breakfast at home in the last month compared to before the COVID-19 outbreak, by age group and working status, December 2020
    • Frequency of eating breakfast
    • Graph 5: consumers who eat breakfast at home at least four times a week, by age group and working status, December 2020
    • Foods eaten for breakfast
    • Graph 6: types of breakfast foods eaten at home in the last month, December 2020
    • Graph 7: selected types of breakfast foods eaten at home in the past month, by age group and parental status, December 2020
    • Graph 8: repertoire of breakfast items eaten in the past month, by age group, December 2020
    • Important factors for at-home breakfast items
    • Graph 9: important factors when choosing food to eat as part of a breakfast at home, December 2020
    • Behaviours related to eating breakfast
    • Graph 10: behaviours related to eating breakfast, December 2020
    • Reasons for not eating breakfast
    • Graph 11: reasons for often skipping breakfast, December 2020

    • Graph 12: new launches with L/N/R sugar claims, by selected breakfast categories, 2016-20
    • Graph 13: top 10 functional claims breakfast-related categories, 2016 vs 2020

    • Appendix – report coverage, abbreviations, consumer research methodology and language usage

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.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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

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Germany Sample Report 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.

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