What you need to know
Breakfast is an almost universal meal, with 95% of UK adults eating it. The home is the most popular place to eat breakfast (94%), with 55% eating it at home every day, especially older consumers, who enjoy taking their time to enjoy breakfast.
That almost half (49%) of UK adults eat breakfast out of home, 28% doing so once a week or more, demonstrates that this is an established habit for a sizeable minority. Of those eating out of home, 41% do so because they do not have the time to eat breakfast at home, while three in ten eating breakfast on-the-go (OTG).
Barriers remain, however, with the cost of eating breakfast out of home still seen to be the main deterrent to more frequent uptake, with almost seven in ten (68%) saying it is too expensive to eat breakfast out of home often.
Products covered in this Report
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.
