Table of Contents
Issues in the Market
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- Key themes
- Definition
- Consumer research
- Abbreviations
Future Opportunities
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- Ushering in the working day
- More than just cereal
Market in Brief
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- Market drivers
- Major breakfast foods market segments
- Innovation in the breakfast foods market
- Children’s breakfast habits
- Breakfast eating habits
- What do consumers eat for breakfast?
- Attitudes towards breakfast
Internal Market Environment
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- Key points
- No more meal skipping
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- Figure 1: Agreement with selected lifestyle statements on diet and health, 2006-10
- Children understand importance of breakfast
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- Figure 2: Agreement with the statement ‘breakfast is the most important meal of the day’ – 7-10s and 11-19s, 2006-10
- Supporting school breakfast clubs
- Average working hours in decline
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- Figure 3: Trends in average working hours, 2006-10
- Attitudes towards health
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- Figure 4: Agreement with statements about health and healthy lifestyles, November 2010
Broader Market Environment
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- Key points
- Food price inflation puts pressure on consumer
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- Figure 5: CPI annual rates for all foods; milk, cheese and eggs; and bread and cereals, 1997-2010
- Population trends and breakfast habits
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- Figure 6: Changes in the UK population (‘000s), by age group, 2010-15
- Changing UK socio-economic profile
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- Figure 7: Socio-economic profile of the UK population, 2005-15
- More women at work
Breakfast Foods
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- Key points
- Food price inflation pushes up commodity prices
- Recession offers opportunities for breakfast foods
- Convenience and health make cereals a popular choice
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- Figure 8: UK retail value sales of breakfast cereals and cereal bars, 2005-10
- Innovation in healthy options helps drive bread sales
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- Figure 9: UK retail value sales of bread and baked goods, 2005-10
- Yogurts also considered a healthy breakfast choice
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- Figure 10: UK retail value sales of yogurt and yogurt drinks, 2005-10
- More time during the weekend for a fry-up
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- Figure 11: UK retail value sales of eggs, bacon, sausages and deli meats, 2005-10
Children’s Breakfast Food Preferences
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- Key points
- Getting children into the breakfast habit
- Children’s breakfast choices
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- Figure 12: What children are eating for breakfast – 7-10s, 2006-10
- Teens enjoyed cooked breakfasts
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- Figure 13: What children are eating for breakfast – 11-19s, 2008-10
- Children’s food preferences and dislikes
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- Figure 14: Foods that 7-10-year-olds eat and foods they like the best*, 2008-10
Breakfast Food Innovations
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- Category innovation
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- Figure 15: Innovation trends in bread, yogurt and breakfast cereals, 2008-10
- Wheat intolerance sufferers offered more bread products
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- Figure 16: NPD in bread and bread products, by positioning claim, 2008-10
- New innovation in healthy cereals products
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- Figure 17: NPD in breakfast cereals, by positioning claim, 2008-10
- Yogurt innovation increases focus on ethical packaging
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- Figure 18: NPD in yogurt, by positioning claim, 2008-10
The Consumer – Breakfast Habits
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- Key points
- Where do consumers eat breakfast?
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- Figure 19: Frequency of eating breakfast at home and out of the home, December 2010
- At home versus out of home
- Where do people eat breakfast when out of the home?
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- Figure 20: Where breakfast is eaten during the week, and at the weekend, December 2010
- Out-of-home breakfast options
The Consumer – Types of Breakfast Foods Eaten
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- Key points
- Most popular breakfast choices
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- Figure 21: Breakfast items eaten at home, December 2010
- Toast
- Cold cereal
- Hot cereal
- Fruit
- Cooked breakfast
- Yogurt
- Muesli
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- Figure 22: Breakfast items eaten out of the home, December 2010
The Consumer – Attitudes towards Eating Breakfast
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- Key points
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- Figure 23: Attitudes towards eating breakfast, December 2010
- Why eat breakfast?
- Why don’t some people eat breakfast?
- Cutting back on breakfast spending
- Variety versus routine?
Targeting Opportunities – Breakfast Eating Habits
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- Figure 24: Target groups for breakfast eating habits, December 2010
- Unengaged Breakfasters
- Who are they?
- Attitudes towards breakfast
- What do they eat for breakfast?
- Breakfast Enthusiasts
- Who are they?
- Attitudes towards breakfast
- What do they eat for breakfast?
- Too Busy for Breakfast
- Who are they?
- Attitudes towards breakfast
- What do they eat for breakfast?
- Weekend Brunchers
- Who are they?
- Attitudes towards breakfast
- What do they eat for breakfast?
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Appendix
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- Advertising data
Appendix – Internal Market Environment
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- Figure 25: Agreement with selected lifestyle statements on diet and health, by demographics, 2010
- Figure 26: Average working hours, by demographics, 2010
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- Figure 27: Average working hours, by demographics, 2010
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Appendix – Broader Market Environment
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- Figure 28: How consumers have changed their grocery shopping habits in the last 12 months, 2009 and 2010
- Figure 29: Total UK fertility rate, 1997-2009
- Figure 30: Trends for working women with children, 2005-10
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- Figure 31: Employment and unemployment, by gender, 2005-15
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Appendix – Breakfast Foods
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- Figure 32: New product innovation in breakfast cereals, by positioning claim, January-December 2010
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Appendix – Children’s Breakfast Food Preferences
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- Figure 33: Proportion of children in England aged 2-15 who are overweight or obese, by gender, 1995-2008
- Figure 34: Foods that 7-10-year-olds eat and foods they like the best*, 2008-10
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Appendix – Breakfast Food Innovations
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- Figure 35: NPD in breakfast cereals, by sub-category, 2008-10
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Appendix – Breakfast Habits
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- Figure 36: Frequency of eating breakfast at home, by demographics, December 2010
- Figure 37: Frequency of eating breakfast out of the home, by demographics, December 2010
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- Figure 38: Most popular where breakfast is eaten during the week, by demographics, December 2010
- Figure 39: Next most popular where breakfast is eaten during the week, by demographics, December 2010
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- Figure 40: Most popular where breakfast is eaten at the weekend, by demographics, December 2010
- Figure 41: Next most popular where breakfast is eaten at the weekend, by demographics, December 2010
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Appendix – Types of Breakfast Foods Eaten
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- Figure 42: Most popular breakfast items eaten at home, by demographics, December 2010
- Figure 43: Next most popular breakfast items eaten at home, by demographics, December 2010
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- Figure 44: Breakfast items eaten out of the home, by demographics, December 2010
- Figure 45: Repertoire of breakfast items eaten at home, December 2010
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- Figure 46: Breakfast items eaten at home, by repertoire of breakfast items eaten at home, December 2010
- Figure 47: Repertoire of breakfast items eaten out of the home, December 2010
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- Figure 48: Breakfast items eaten out of the home, by repertoire of breakfast items eaten out of the home, December 2010
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Appendix – Attitudes towards Eating Breakfast
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- Figure 49: Agreement with statement ‘I struggle to get through the day if I miss breakfast’, by demographics, December 2010
- Figure 50: Agreement with statement ‘I do not have enough time in the morning to have breakfast’, by demographics, December 2010
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- Figure 51: Agreement with statement ‘I am not often hungry first thing in the morning so skip breakfast’, by demographics, December 2010
- Figure 52: Agreement with statement ‘I often buy organic/premium ingredients for breakfast’, by demographics, December 2010
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- Figure 53: Agreement with statement ‘Breakfast is the healthiest meal I have in the day ‘, by demographics, December 2010
- Figure 54: Agreement with statement ‘I eat breakfast at home as often as possible to save money’, by demographics, December 2010
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- Figure 55: Agreement with statement ‘I tend to eat a large breakfast, and so often skip lunch’, by demographics, December 2010
- Figure 56: Agreement with statement ‘Eating breakfast is part of my daily routine’, by demographics, December 2010
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- Figure 57: Agreement with statement ‘Breakfast is the most important family meal I have in the day’, by demographics, December 2010
- Figure 58: Agreement with statement ‘I often vary what I eat for breakfast during the week and/or at the weekend’, by demographics, December 2010
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- Figure 59: Agreement with statement ‘I spend more time eating breakfast during the weekend as I like to treat myself’, by demographics, December 2010
- Figure 60: Agreement with statement ‘I often have a late breakfast (brunch) during the weekend‘, by demographics, December 2010
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- Figure 61: Agreement with statement ‘I sometimes have breakfast foods eg cereals for lunch or dinner’, by demographics, December 2010
- Figure 62: Agreement with statement ‘I usually eat the same thing for breakfast every day’, by demographics, December 2010
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- Figure 63: Agreement with statement ‘I prefer to have a lie-in than wake up for breakfast during the weekend’, by demographics, December 2010
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Appendix – Targeting Opportunities – Breakfast Eating Habits
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- Figure 64: Attitudes towards eating breakfast, by target groups, December 2010
- Figure 65: Target groups, by demographics, December 2010
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- Figure 66: Frequency of eating breakfast at home, by target groups, December 2010
- Figure 67: Frequency of eating breakfast out of the home, by target groups, December 2010
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- Figure 68: Where breakfast is eaten during the week, by target groups, December 2010
- Figure 69: Where breakfast is eaten at the weekend, by target groups, December 2010
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- Figure 70: Attitudes towards health and healthy lifestyles, by target groups, December 2010
- Figure 71: Consumer eating habits, by target groups, December 2010
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- Figure 72: Breakfast items eaten at home, by target groups, December 2010
- Figure 73: Breakfast items eaten out of the home, by target groups, December 2010
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