2020
9
UK Breakfast Eating Habits Market Report 2020
2020-11-07T03:02:01+00:00
OX989432
2195
127136
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Report
en_GB
“More people having breakfast at home every day during the COVID-19 pandemic boosted retail sales of breakfast foods, but with a return to workplaces and schools brands in breakfast foods…

UK Breakfast Eating Habits Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

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

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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

An increase in the proportion of people eating breakfast at home every day during the COVID-19 pandemic boosted retail sales of breakfast foods, but curbed demand for portable formats. As COVID-19 restrictions are eased, out-of-home breakfasts will reemerge, although a continuation of more remote working will shift some demand for breakfasts from out of home to in home longer term.

Expert analysis from a specialist in the field

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

More people having breakfast at home every day during the COVID-19 pandemic boosted retail sales of breakfast foods, but with a return to workplaces and schools brands in breakfast foods face a challenge holding on to some of these increases in sales. Healthier but convenient breakfasts are a big opportunity, especially those offering functional benefits such as immune support, while offering new products and ideas for making breakfast more exciting will be important for brands to protect or secure a larger share of breakfast food sales
Richard Caines
Senior Food & Drink Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Report coverage
  2. Executive Summary

    • Impact of COVID-19 on breakfast foods
      • Figure 1: Short, medium and long-term impact of COVID-19 on breakfast foods, October 2020
    • The market
    • Boost to RTE cereals from COVID-19
    • Return to growth for prepacked bread
    • Cereal bars and breakfast biscuits lose out
    • Strong interest in healthy eating
    • More older people to benefit in-home breakfast foods
    • Breakfast eating habits of younger people more complicated
    • Companies and brands
    • Low/reduced sugar claims low despite consumer interest
      • Figure 2: New product launches in breakfast-related food categories making low/reduced sugar claims, 2015-20
    • Increase in high/added-protein claims in breakfast foods
      • Figure 3: New product launches in breakfast-related food categories making high/added-protein claims, 2015-20
    • Products carrying functional claims look to benefit from COVID-19
    • Gut health claims also increasing
      • Figure 4: New product launches in breakfast cereals and yogurts/yogurt drinks making digestive health claims, 2015-20
    • Cereal brands focus on the importance of breakfast and versatility
    • The consumer
    • COVID-19 drives more people to eat breakfast at home every day
      • Figure 5: Frequency of eating breakfast at home before and during the COVID-19/coronavirus outbreak, July 2020
    • Older people eat breakfast at home most frequently
    • Breakfast cereals the most popular choice
      • Figure 6: Foods eaten for breakfast at home during the COVID-19/coronavirus outbreak, July 2020
    • Half made some change to eating breakfast during pandemic
      • Figure 7: Changes to breakfast eating since COVID-19/coronavirus restrictions, July 2020
    • Little variation seen in breakfast choices
    • More than one way of eating breakfast
    • Breakfast foods providing immunity system support have strong appeal
      • Figure 8: Behaviours related to eating breakfast, July 2020
    • Convenience as important as healthiness, high fibre most important nutritional quality
      • Figure 9: Qualities most important when choosing food to eat as part of breakfast at home, July 2020
    • Opportunity to make more of the importance of breakfast
      • Figure 10: Attitudes towards eating breakfast, July 2020
  3. Issues and Insights

    • Need for speedy breakfasts to hold on to COVID-19 boost to sales
    • Boost to at-home breakfast foods from lockdown and remote working
    • Demand for on-the-go breakfasts dampened by COVID-19
    • Opportunity for brands to tap interest in healthier breakfast foods
    • Pandemic and aftermath will increase focus on health
    • Various nutritional qualities sought in breakfast foods
    • Breakfast foods providing immunity system support have strong appeal
    • Catering to demand for more variety at breakfast important
    • Little variation seen in breakfast choices
    • Strong interest in more exciting breakfast ideas
    • Recreating out-of-home breakfasts chimes widely
    • Target those not conforming to traditional breakfast eating patterns
    • Opportunity to target breakfast snacking
    • Promote relevance of foods for brunch
    • Focus on the social element of breakfast to boost sales
  4. The Market – Key Takeaways

    • More breakfasts at home boost sales of breakfast foods
    • Boost to RTE cereals from COVID-19
    • Return to growth for prepacked bread
    • Cereal bars and breakfast biscuits lose out
    • Strong interest in healthy eating
    • New government strategy to tackle obesity published
    • More older people to benefit in-home breakfast foods
    • Breakfast eating habits of younger people more diverse
    • Number of older children and teenagers projected to grow
    • Recession set to hit spending on foodservice and added-value products
  5. Market Sizes for Breakfast Foods

    • Impact of COVID-19 on breakfast foods
      • Figure 11: Short, medium and long-term impact of COVID-19 on breakfast foods, October 2020
    • Increases in retail sales for breakfast-related food categories
    • Boost to RTE cereals from COVID-19
    • Return to growth for prepacked bread
    • Cereal bars and breakfast biscuits lose out
      • Figure 12: UK retail value sales of selected breakfast-related foods, 2015-20
  6. Market Drivers

    • Strong interest in healthy eating
    • Government emphasis on health intensifies under COVID-19
    • Sugar reduction sees mixed results by category
      • Figure 13: Percentage of sugar reduction achieved across selected categories in PHE’s sugar reduction and reformulation programme*, 2015-19
    • Population trends to have impact on breakfast eating
    • More older people to benefit in-home breakfast foods
    • Breakfast eating habits of younger people more complicated
    • Number of older children and teenagers projected to grow
      • Figure 14: Trends in the age structure of the UK population, 2014-24
    • Recession set to hit spending on foodservice and added-value products
    • Poor UK wheat yields and Brexit could put upward pressure on prices
  7. Companies and Brands – Key Takeaways

    • Low/reduced sugar claims low despite consumer interest
    • Increase in high/added-protein claims in breakfast foods
    • Products carrying functional claims look to benefit from COVID-19
    • Gut health claims also increasing
    • Hovis and Kellogg’s get more specific on fibre
    • Brands look to expand their revenue streams
    • Vegan claims increase across breakfast foods
    • Cereal brands focus on the importance of breakfast
    • Quaker and Weetabix emphasise their versatility
    • Nutritional value continues to be highlighted in advertising
  8. Launch Activity and Innovation

    • Low/reduced sugar claims low despite consumer interest
      • Figure 15: New product launches in breakfast-related food categories making low/reduced sugar claims, 2015-20
      • Figure 16: Examples of launches making low-sugar claims in breakfast cereals, 2019/20
      • Figure 17: Examples of launches making lower in sugar or reduced sugar claims in breakfast foods, 2019/20
    • Increase in high/added-protein claims in breakfast foods
      • Figure 18: New product launches in breakfast-related food categories making high/added-protein claims, 2015-20
    • Kellogg’s entry puts protein firmly in the mainstream in cereals, yogurts look to detailed protein content
      • Figure 19: Examples of launches making high/added-protein claims in breakfast cereals, 2019/20
    • Convenient cereal formats explore protein
      • Figure 20: Examples of convenient formats making high/added-protein claims in breakfast foods, 2019/20
    • Products carrying functional claims look to benefit from COVID-19
    • Immunity support claims appeal to seven in 10
      • Figure 21: New product launches in breakfast cereals and yogurts/yogurt drinks making immune system claims, 2015-20
      • Figure 22: Examples of launches making immune system claims in breakfast foods, 2019/20
    • Gut health claims also increasing
      • Figure 23: New product launches in breakfast cereals and yogurts/yogurt drinks making digestive health claims, 2015-20
      • Figure 24: Examples of launches making digestive health claims in breakfast cereals, 2019/20
    • Hovis and Kellogg’s get more specific on fibre
      • Figure 25: New Kellogg’s All-Bran Prebiotic Oaty Clusters, 2020
    • Brands look to expand their revenue streams
    • Peanut butter a popular area for brand extensions
      • Figure 26: Examples of new launches in peanut butter, 2019/20
    • Roberts launches breakfast snacking range
    • Vegan claims increase across breakfast foods
      • Figure 27: New product launches in breakfast-related food categories making vegan/no-animal-ingredients claims, 2015-20
      • Figure 28: Examples of new launches focusing on plant-based claims, 2019/20
    • More breakfast foods tap demand for convenience
      • Figure 29: New launches of cereal/snack bars targeted specifically at breakfast, 2019/20
  9. Advertising and Marketing Activity

    • Yogurts and cereals the most advertised breakfast-related foods
      • Figure 30: Total above-the-line, online display and direct mail advertising expenditure on breakfast-related food categories, 2019 and January-August 2020
    • Cereal brands focus on the importance of breakfast
    • Kellogg’s shows different eating scenarios
    • Weetabix returns to ‘Have you had your Weetabix?’ theme
    • Quaker and Weetabix emphasise their versatility
    • Quaker encourages consumers to ‘Go Forridge’
    • Weetabix updates ‘Any-Which-Way-A-Bix’ campaign
    • Whole Earth pushes versatility of peanut butter
    • Nutritional value continues to be highlighted in advertising
    • Kellogg’s promotes good gut health
    • W.K. Kellogg’s runs ‘Good All Round’ campaign
    • Nestlé promotes wholegrain cereals as ‘Great Starts’
    • Weetabix Protein launches digital-only adverts
    • Kingsmill promotes mineral boost from its bread
    • Roberts Bakery pushing better-for-you products
    • Happy Egg runs £1 million campaign
    • Heinz and Kellogg’s support fight against child poverty
    • ‘Silence the Rumble’ campaign run by Heinz
    • Kellogg’s extends its support for Magic Breakfast
    • Nielsen Ad Intel coverage
  10. The Consumer – Key Takeaways

    • COVID-19 drives more people to eat breakfast at home every day
    • Older people eat breakfast at home most frequently
    • Breakfast cereals the most popular choice
    • Half made some change to eating breakfast during pandemic
    • Little variation seen in breakfast choices
    • More than one way of eating breakfast
    • Breakfast foods providing immunity system support have strong appeal
    • Convenience as important as healthiness
    • Being high in fibre most important nutritional quality
    • Opportunity to make more of the importance of breakfast
  11. Impact of COVID-19 on Consumer Behaviour

    • People having more breakfasts at home during COVID-19
    • Boost to breakfast foods from lockdown and homeworking
    • More remote working and breakfasts at home long term
    • More meals shared with family/household members during COVID-19
      • Figure 31: Changes in incidence of eating with family/other members of one’s household since the start of the COVID-19/coronavirus outbreak, by age, 23 April-7 May 2020
    • Demand for on-the-go breakfasts dampened by COVID-19
    • Pandemic and aftermath will increase focus on health
      • Figure 32: Concerns about health and fitness as a result of the COVID-19/coronavirus outbreak, 23 April-7 May 2020
    • Sugar will remain a key factor in breakfast foods going forward
    • Immunity likely to remain a bigger consumer concern
    • COVID-19 pandemic expected to heighten focus on sustainability
      • Figure 33: Changes in the environment being seen as a priority since the COVID-19 outbreak, by gender and age, 7-14 May 2020
    • COVID-19 expected to further boost flexitarian and plant-based trends
      • Figure 34: ‘The COVID-19/coronavirus outbreak has made a vegan diet more appealing’, by age, 23 April-7 May 2020
    • Changes to shopping behaviour favour well-known brands
      • Figure 35: Selected behaviour changes since the COVID-19/coronavirus outbreak, 10-17 September 2020
    • Eat Out to Help Out boosts foodservice in August
  12. Frequency of Eating Breakfast at Home

    • COVID-19 drives more people to eat breakfast at home every day
      • Figure 36: Frequency of eating breakfast at home before and during the COVID-19/coronavirus outbreak, July 2020
    • Older people eat breakfast at home most frequently
      • Figure 37: Proportion of people eating breakfast at home every day pre-COVID-19 and during the COVID-19/coronavirus outbreak, by age and employment status, July 2020
  13. Foods Eaten for Breakfast at Home

    • Breakfast cereals the most popular choice
      • Figure 38: Foods eaten for breakfast at home during the COVID-19/coronavirus outbreak, July 2020
    • Nearly half eat toast for breakfast at home
    • Cooked breakfasts back on the menu during lockdown
    • Convenient breakfast options also see a boost
  14. Changes to Breakfast Eating since COVID-19 Restrictions

    • Half made some change to eating breakfast during pandemic
    • Three in 10 spend more time making or eating breakfast
      • Figure 39: Changes to breakfast eating since COVID-19/coronavirus restrictions, July 2020
    • A good time to target young people with something different
  15. Breakfast Behaviours

    • Little variation seen in breakfast choices
    • Three quarters eat the same thing for breakfast most days
      • Figure 40: Behaviours related to eating breakfast, July 2020
    • Strong interest in more exciting breakfast ideas
    • Recreating out-of-home breakfasts chimes widely
    • More than one way of eating breakfast
    • Opportunity to target breakfast snacking
    • Promote relevance of foods for brunch
      • Figure 41: Selected breakfast eating behaviours, by age, July 2020
    • Breakfast foods providing immunity system support have strong appeal
  16. Qualities Most Important when Choosing Breakfast Foods to Eat at Home

    • Convenience as important as healthiness
      • Figure 42: Qualities most important when choosing food to eat as part of breakfast at home, July 2020
    • Various nutritional qualities sought in breakfast foods
    • Convenience and health equally important
    • Being high in fibre most important nutritional quality
      • Figure 43: Proportion of new launches in breakfast-related foods categories making high/added-fibre claims, 2015-20
    • High fibre appeals in particular to over-65s
  17. Attitudes towards Breakfast

    • Opportunity to make more of the importance of breakfast
      • Figure 44: Attitudes towards eating breakfast, July 2020
    • Emphasise a good start to the day nutritionally
    • Focus on the social element of breakfast to boost sales
    • Virtual breakfasts to bring friends together during COVID-19
    • Three in 10 would like home delivery of breakfast
    • Over a third of people think it likely they’ll eat breakfast out in the future
      • Figure 45: Likelihood of eating breakfast from restaurants/coffee shops/cafés in the future, July 2020
  18. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  19. Appendix – Launch Activity and Innovation

      • Figure 46: Top claims in new launches in the UK cold cereals market, 2015-20
      • Figure 47: Top claims in new launches in the UK hot cereals market, 2015-20
      • Figure 48: Top claims in new launches in the UK bread and bread products market, 2015-20
      • Figure 49: Top claims in new launches in the UK cereal/snack/energy bars market, 2015-20
      • Figure 50: Top claims in new launches in the UK yogurts and yogurt drinks market, 2015-20
  20. Appendix – Advertising and Marketing Activity

      • Figure 51: Total above-the-line, online display and direct mail advertising expenditure on breakfast-related food categories, by top advertisers, 2019 and January-August 2020

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