Researchmoz | Breakfast Eating Habits - Uk - April 2014

http://www.researchmoz.us/breakfast-eating-habits-uk-april-2014-report.html

Operators could look to marketing to reposition breakfast as a way to connect people or to offer a bit of me-time before tackling the day, reminding consumers that, for example, a bowl of porridge or a crumpet with butter is worth savouring.

Table of Content

Introduction

Definition

Abbreviations

Executive Summary

The market

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

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

Figure 3: Frequency of eating breakfast, by location, February 2014

Breakfast cereals are most popular at home, hot rolls/sandwiches when out of home

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

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

Figure 6: Attitudes towards breakfast, February 2014

What we think

Issues and Insights

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

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