Cooked breakfasts have gained ground as an at-home choice, from 19% to 25% of at-home breakfast eaters in 2022 and 2024, respectively. This has contributed to the strong sales of eggs, estimated to have grown by 10% in 2024. The recent spotlight on blood sugar is a factor in their appeal. Cooked breakfasts tend to be savoury, and nearly half of adults agree that eating a savoury breakfast is a good way to avoid spikes in your blood sugar levels.
The habit of skipping breakfast poses a threat to breakfast food categories. While most people eat breakfast daily at home, 38% of people who eat breakfast often skip it, up from 33% in 2018. This rises to 55% of 16-34 year-olds, going hand in hand with their higher reported intermittent fasting. If views of breakfast as optional, or healthy to forego, become ingrained among these current younger cohorts, they could pose a growing threat to breakfast food categories over time.
There is a substantial retail opportunity for on-the-go breakfast foods. Convenience stores offering coffee shop-style breakfast items to go (eg pastries, bacon rolls) appeal to 47% of those eating breakfast out of home. Their ability to undercut foodservice alternatives on price will chime amid low consumer confidence and savvy spending efforts.
Convenience, health and satiety drive breakfast choices. On-the-go breakfasts, adding more excitement to breakfast and weekend treating offer retail opportunities.
Richard Caines, Principal Analyst, UK Food & Drink Research
This Report explores breakfast eating habits, including the choice of foods for breakfast and attitudes towards breakfast.
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