Some 95% of UK adults eat breakfast at home, though only 54% do so daily. Meanwhile more than half eat breakfast out of home, one in three doing so at least once a week.
Showing the time pressures consumers face, convenience is important to the breakfast foods market. Almost half of those eating breakfast at home rate foods being quick to prepare as a factor influencing choice. For out-of-home breakfast eaters, that a product is quick to eat is important to a third and easy to eat important to a quarter, boding well for NPD (New Product Development) that caters to these trends.
The 7.5% rise in 25-34s suggests an incentive for manufacturers to look to portability further, as 75% of 25-34s eat breakfast out of home, compared to 55% on average.
Satiety remains a good platform for communication, with around a third of breakfast eaters looking for breakfast foods that keep them fuller for longer, though limited by EFSA (European Food Safety Authority) regulations on direct claims.
Definition
This report looks at consumer breakfast eating habits and attitudes, in order to understand what this means for marketers, retailers and suppliers.
This report discusses foods for breakfast consumed both at home and out of home (eg at work, at a coffee shop), with the focus being primarily on the retail channel. More detailed discussion of breakfast within the foodservice sector can be found in Breakfast Catering – UK, February 2013.
