The UK Breakfast Eating Habits report identifies consumer attitudes towards the frequency of eating breakfast, the location of where people eat breakfast and what influences their food choices for breakfast. This market report covers the market size, market forecast, market segmentation and industry trends for the Breakfast Eating Habits Market in the UK.
The pandemic and hybrid working gave many consumers more time in the morning during periods of lockdowns and work-at-home orders. This created opportunities for ‘slow’ breakfast items, and the popularity of cooked breakfasts increased. However, as COVID-19 restrictions are lifted, and consumers return to workplaces/places of study, the on-the-go breakfast food market is returning. It is expected to drive growth in products such as breakfast biscuits and cereal/snack bars.
Convenience is still highly valued among breakfast eaters, with easy to prepare and quick to prepare breakfasts remaining the most important qualities for breakfast eaters.
Health is also high on consumers’ radars, something that has been exacerbated by the pandemic and has now become evident in some consumers’ healthier breakfast eating habits and preferences.
Mintel’s breakfast eating habits market research identifies that inflation will impact consumers’ choice of breakfast foods by curbing demand, particularly in the more expensive out-of-home market, in addition to dampening consumers’ ability to buy more premium breakfast items during their weekly shop. Brands can respond with affordability and versatility to continue to appeal to consumers.
The future introduction of restrictions on advertising, store location and promotions for high in fat, sugar or salt (HFSS) food or drink will reduce the sales of products affected, such as cereals, cereal bars or morning goods. Yet opportunities for innovation can arise if brands communicate the health credentials of their products.
Read on to discover more details or take a look at all of our UK Food Market Research.
Product Types: Cereals/muesli/granola, cereal bars/snack bars, yoghurts, fruit, meal replacements, pastries/baked goods, porridge, hot/cold sandwiches and sweet spreads.
Brands: Bol, Oreo, Kellogg’s (Krave, Stix, Coco Pops, Crunchy Nut, Frosties), Pret A Manger, Weetabix, Nestlé (Cheerios, Shredded Wheat), Danone’s (Light & Free, Activia), Müller (Müller Light), Biotiful Dairy, Ferrero (Nutella), Warburtons, McDonald’s, Starbucks, Tesco, Sainsbury’s, Boots, Quaker (Ultimate Heart & Rich), Rustlers, Huel, Mondelēz (belvita, Morrisons (Nourish), Asda, M&S (Food), Troo, Bio&Me, General Mills (Fibre One), Harvest, Wicked, Richmond, Arla Foods (Skyr), Waitrose & Partners, St. Helen’s Farm, Premier Foods (Ambrosia), Alara, Rowse, Proper, The Collective.
This report, written by Amy Price, a leading analyst in the Food & Drink sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
“The return to workplaces and places of study has offered long-awaited support for out of home venues. Some 51% of adults reported eating breakfast out of home in early 2022, this figure set to rise further as people are asked to go back to workplaces more regularly.
The enduring shift to more hybrid working, however, underlines the need for brands to also support front of mind awareness among those eating breakfast in the home.”
Amy Price
Senior Food & Drink Analyst, April 2022
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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