Table of Contents
Executive Summary
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- The market
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- Figure 1: UK retail value sales of selected breakfast foods, 2008-18
- Market factors
- Rise in consumer expenditure and confidence
- Sugar is an ongoing concern
- Demographic changes are set to impact the breakfast market
- Companies, brands and innovation
- Hot cereals see biggest growth in NPD
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- Figure 2: Share of new product launches in typical breakfast food markets, by sub-category, 2011-13
- The consumer
- Almost all adults eat breakfast at home, more than half doing so every day
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- Figure 3: Frequency of eating breakfast, by location, February 2014
- Breakfast cereals are most popular at home, hot rolls/sandwiches when out of home
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- Figure 4: Types of breakfast foods eaten at home and out of home, February 2014
- Ease of preparation is most important when eating breakfast at home
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- Figure 5: Factors influencing choice of breakfast products at home and out of home, February 2014
- Three in 10 tend to eat breakfast with others, while the same number enjoy taking their time
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- Figure 6: Attitudes towards breakfast, February 2014
- What we think
Issues and Insights
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- An ongoing role for convenience in the breakfast sector
- The facts
- The implications
- How can bread brands compete with cereal?
- The facts
- The implications
- Marketing breakfast as me-time or a way to reconnect with others can challenge convenience proposition
- The facts
- The implications
Trend Application
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- Trend: Help Me Help Myself
- Trend: Without a Care
- Trend: Slow It All Down
Market Drivers
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- Key points
- Rise in expenditure and confidence
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- Figure 7: Consumer expenditure, at constant 2013 prices, 2008-18
- Figure 8: GfK NOP Consumer Confidence Index, monthly, January 2008-February 2014
- Prices have stabilised but rises remain likely
- Falling unemployment should have a small positive impact on out-of-home occasions
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- Figure 9: Employment and unemployment, by gender, 2008-18
- Sugar content is a concern, especially for parents
- Operators look to added benefits to drive interest
- Demographic changes create opportunities in the breakfast market
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- Figure 10: Trends in the age structure of the UK population, 2008-13 and 2013-18
- Growth in 25-34s should benefit out-of-home breakfast
- Over-55s provide a boost to the at-home breakfast occasion
- Household changes provide potential for NPD
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- Figure 11: UK households, by size, 2008-18
Sales Performance of Selected Products
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- Key points
- Definition
- Overall sales performance of selected products commonly eaten at breakfast
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- Figure 12: UK retail value sales of selected breakfast foods, 2008-18
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- Figure 13: Index of UK retail value sales of selected breakfast foods, 2008-18
- Hot cereals see strong growth
- Bread and baked goods sales affected by rising wheat prices
- Yogurt is seen firstly as a snack
- Cereal, energy and snack bars are still niche
- Sales of bacon and sausages driven by rising inflation
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- Figure 14: UK retail value sales of bacon and sausages, 2008-13
- Hot rolls/sandwiches are more popular out of home than in
- Eggs offer versatility
Who’s Innovating?
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- Key points
- Definition
- Bread dominates but hot cereals see the biggest growth in NPD
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- Figure 15: Share of new product launches in typical breakfast food markets, by sub-category, 2011-13
- Bread brands look to stand out through specialised products
- Breakfast biscuits continue to attract more entrants
- Convenience claims rise in prominence
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- Figure 16: Share of new product launches in hot cereals, by convenience claims, 2011-13
- Operators continue to look to the on-the-go breakfast occasion
- Children’s yogurt products have managed an on-the-go positioning, despite chilled format
- Packaging innovation facilitates trial and ease of use
- Mini packs aim to encourage experimentation
- Foodservice trends provide inspiration
- Retail could look to foodservice’s examples on satiety
- Functional associations could offer differentiation
- Handheld items offer added convenience
Brand Communication and Promotion
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- Key points
- Total adspend declines slightly since 2011
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- Figure 17: Total media advertising expenditure in the breakfast foods market, 2011-14
- Cereals account for almost half of adspend, by category
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- Figure 18: Total media advertising expenditure on breakfast food products, by category, 2011-14
- Kellogg’s monopolises adspend but has cut back since 2011
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- Figure 19: Total media advertising expenditure on breakfast food products, by top 10 advertisers (sorted by 2013), 2011-14
- Kellogg’s Special K cereal leads spend by brand
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- Figure 20: Total media advertising expenditure on breakfast food products, by top 10 brands (sorted by 2013), 2011-14
The Consumer – Breakfast Habits
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- Key points
- Almost all adults eat breakfast at home, more than half doing so every day
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- Figure 21: Frequency of eating breakfast, by location, February 2014
- More than half of adults eat breakfast out of home, a third doing so at least once a week
- Higher earners are more likely to eat breakfast out of home
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- Figure 22: Frequency of eating breakfast out of home, by gross annual household income, February 2014
- Grocery stores are the most popular location for buying out-of-home breakfast
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- Figure 23: Venues visited to buy breakfast, November 2012
- Two fifths of adults eat breakfast at work/school/college
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- Figure 24: Where breakfast is typically eaten out of home, February 2014
The Consumer – Breakfast Foods Eaten At Home and Out of Home
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- Key points
- Breakfast cereals are the most popular option at home
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- Figure 25: Types of breakfast foods eaten at home and out of home, February 2014
- Porridge enjoys ongoing popularity
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- Figure 26: Porridge eaten for breakfast at home and out of home, by age, February 2014
- Breakfast occasion poses an opportunity for fruit products to engage with the young
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- Figure 27: Fruit eaten at home and out of home at breakfast, by age, February 2014
- Hot, indulgent and convenient breakfast foods appeal when out of home
- Repertoire of breakfast foods eaten, at home and out of home
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- Figure 28: Repertoire of types of breakfast foods eaten at home and out of home, February 2014
The Consumer – Factors Influencing Choice of Breakfast Foods
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- Key points
- Ease of preparation is the most important factor when eating breakfast at home
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- Figure 29: Factors influencing choice of breakfast products at home and out of home, February 2014
- Quick and easy-to-eat breakfast formats appeal to more than a quarter when eating out of home
- Fuller for longer claim resonates both at home and out of home
- Flavour is more important than health
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- Figure 30: Factors influencing choice of breakfast products at home, by age, February 2014
The Consumer – Attitudes Towards Breakfast
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- Key points
- Three in 10 tend to eat breakfast as a family, while the same number enjoy taking their time
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- Figure 31: Attitudes towards breakfast, February 2014
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- Figure 32: Agreement with the statement ‘I enjoy taking my time eating breakfast’, by age, February 2014
- Full-time employees and those in full-time education say they struggle to have time to make breakfast
- Breakfast as a weight management tool
- Young look to healthier foods most
- Variety appeals most to high earners
Appendix – Market Drivers
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- Figure 33: Consumer Price Index annual percentage change for all foods; milk, cheese and eggs; and bread and cereals, 1999-2013
- Figure 34: Weekly commodity prices of wheat England and Wales, January 2011-January 2014
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Appendix – The Consumer – Breakfast Habits
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- Figure 35: Frequency of eating breakfast, by location, February 2014
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- Figure 36: Frequency of eating breakfast, by location – At home, by demographics, February 2014
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- Figure 37: Frequency of eating breakfast, by location – Out of home, by demographics, February 2014
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- Figure 38: Where breakfast is eaten out of home, February 2014
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- Figure 39: Where breakfast is eaten out of home, by demographics, February 2014
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Appendix – The Consumer – Breakfast Foods Eaten At Home and Out of Home
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- Figure 40: Types of breakfast foods eaten at home, February 2014
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- Figure 41: Types of breakfast foods eaten out of home, February 2014
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- Figure 42: Most popular types of breakfast foods eaten at home, by demographics, February 2014
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- Figure 43: Next most popular types of breakfast foods eaten at home, by demographics, February 2014
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- Figure 44: Most popular types of breakfast foods eaten out of home, by demographics, February 2014
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- Figure 45: Next most popular types of breakfast foods eaten out of home, by demographics, February 2014
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- Figure 46: Repertoire of types of breakfast foods eaten at home, February 2014
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- Figure 47: Repertoire of types of breakfast foods eaten at home, by demographics, February 2014
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- Figure 48: Repertoire of types of breakfast foods eaten out of home, February 2014
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- Figure 49: Repertoire of types of breakfast foods eaten out of home, by demographics, February 2014
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Appendix – The Consumer – Factors Influencing Choice of Breakfast Foods
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- Figure 50: Factors influencing choice of breakfast products at home, February 2014
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- Figure 51: Factors influencing choice of breakfast products out of home, February 2014
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- Figure 52: Most popular factors influencing choice of breakfast products at home, by demographics, February 2014
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- Figure 53: Next most popular factors influencing choice of breakfast products at home, by demographics, February 2014
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- Figure 54: Other factors influencing choice of breakfast products at home, by demographics, February 2014
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- Figure 55: Most popular factors influencing choice of breakfast products out of home, by demographics, February 2014
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- Figure 56: Next most popular factors influencing choice of breakfast products out of home, by demographics, February 2014
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- Figure 57: Other factors influencing choice of breakfast products out of home, by demographics, February 2014
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- Figure 58: Attitudes towards protein and foods high in protein, by demographics, November 2012
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Appendix – The Consumer – Attitudes Towards Breakfast
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- Figure 59: Attitudes towards breakfast, February 2014
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- Figure 60: Most popular attitudes towards breakfast, by demographics, February 2014
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- Figure 61: Next most popular attitudes towards breakfast, by demographics, February 2014
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