Table of Contents
Executive Summary
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- The market
- Bread and baked goods lead by sales; breakfast biscuits and cereal/snack bars tipped for fastest growth
- Health remains on the agenda
- Bread dominates but meal replacement drinks see the biggest growth in NPD
- Adspend holds steady in 2015, with Kellogg’s taking the lead
- The consumer
- Breakfast eating is almost universal
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- Figure 1: Where people eat breakfast, by location, May 2016
- Cereals and toast are most popular when at home; indulgent options when out of home
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- Figure 2: Breakfast items typically eaten at home and out of home, May 2016
- Convenience is most important in breakfast choice
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- Figure 3: Factors influencing choice of breakfast foods, May 2016
- Time pressures drive out-of-home occasions
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- Figure 4: Reasons for eating breakfast out of home, May 2016
- Out-of-home options seen to improve, but still seen to be costly
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- Figure 5: Attitudes towards breakfast, May 2016
- What we think
Issues and Insights
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- Convenience appeals to today’s time-pressed breakfast eater
- The facts
- The implications
- A desire for variety is changing the breakfast occasion
- The facts
- The implications
- Sugar remains an issue
- The facts
- The implications
The Market – What You Need to Know
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- Bread and baked goods lead by sales; breakfast biscuits and cereal/snack bars tipped for fastest growth
- Health remains on the agenda
- A time-poor society creates opportunities for OTG formats
- Bread dominates but meal replacement drinks see the biggest growth in NPD
- Adspend holds steady in 2015, with Kellogg’s taking the lead
Sales Performance of Selected Breakfast Items
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- Definition
- Bread and baked goods dominate by sales; breakfast biscuits and cereal/snack bars tipped for fastest growth
- Bread leads by sales
- Portability drives breakfast biscuits/cereal bars
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- Figure 6: UK retail value sales of selected breakfast foods, 2010, 2015 (est) and 2020 (fore)
- Hot cereals perform strongly
- Changing habits affect breakfast foods
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- Figure 7: Index of quantity of food purchased for UK households (average per person per week), for selected breakfast foods, 1974-2014
- Bacon and sausages suffer in 2015 following cancer link
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- Figure 8: UK retail value sales of processed meats, 2010-15
Market Drivers
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- Health remains on the agenda
- Obesity levels continue to rise
- Sugar content is a concern for flavoured cereals
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- Figure 9: Perceptions of selected breakfast foods, June 2015
- A time-poor society creates opportunities for OTG formats
- Catering to the older demographic
Launch Activity and Innovation
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- Bread dominates but meal replacement drinks see the biggest growth in NPD
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- Figure 10: Share of new product launches in typical breakfast food markets, by sub-category, 2012-16*
- Health remains an ongoing focus
- Manufacturers step up L/N/R sugar claim in 2015
- Opportunities for sweeteners such as stevia
- Protein trend continues…
- …in cereals
- …and in meal replacement drinks
- …and in yogurt
- Positive nutrition called out in bread…
- …and cereals
- Bread operators look to thins
- Gluten-free claims rebound in first five months of 2016
- Operators also look to indulgence
- Combining wholegrain with chocolate flavour
- Birds eye moves into breakfast treats
- Brands extend into new areas
- Cereal/porridge brands move into new segments
- Brands look to bakes
- Few on-the-go launches
- New York Bakery positions pretzels for on-the-go
- Single-portion packs of granola
- Wall’s launches Breakfast Twists
- Premium claims are niche
- Foodservice provides inspiration on unusual flavours
- Expanding and updating breakfast menus
- New flavours put a twist on breakfast staples
Advertising and Marketing Activity
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- Adspend holds steady in 2015
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- Figure 11: Total above-the line, online display and direct mail advertising expenditure on selected breakfast foods^, 2012-16
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- Figure 12: Total above-the line, online display and direct mail advertising expenditure on selected breakfast foods^, by category, 2012-16
- Kellogg’s is the leading advertiser
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- Figure 13: Total above-the line, online display and direct mail advertising expenditure on breakfast foods, by top 10 advertisers, 2012-16 (sorted by 2015)
- Looking to positive nutrition with Kellogg’s Ancient Legends and Weetabix’s Incredible Inside
- Health and happiness is a feature for Special K and Activia
- Kellogg’s looks to gifts to appeal to consumers
- Müller supports its range
- Birds Eye brings back Waffly Versatile jingle in 2016
- New York Bakery focuses on authenticity through Taste of New York ad
- Brands look to social media
- Kellogg’s launches Great Starts
- Activia’s InnerSmile should help to position the brand as more fun
- Actimel focuses on breakfast under #takeontheday
- Belvita looks to Facebook ads to showcase recipe suggestions
- Princes videos focus on breakfast
- Nielsen Media Research coverage
The Consumer – What You Need to Know
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- Breakfast eating is almost universal
- Cereals and toast are most popular when at home; indulgent options when out of home
- Convenience is most important in breakfast choice
- Time pressures drive out-of-home occasions
- Out-of-home options seen to improve, but still seen to be costly
Breakfast Habits
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- Breakfast eating is almost universal
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- Figure 14: Where people eat breakfast, by location, May 2016
- Around half eat breakfast out of home, especially 25-34s…
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- Figure 15: Eating breakfast out of home, by age, May 2016
- …and the most affluent
- Majority eat breakfast at home every day…
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- Figure 16: Frequency of eating breakfast, by location, May 2016
- …particularly over-55s
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- Figure 17: Eating breakfast at home every day, by age, May 2016
- 28% eat breakfast out of home once a week
Where People Eat and Buy Breakfast
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- Almost half of out-of-home breakfast eaters eat at a restaurant/coffee shop/café
- 44% eat breakfast at work/school/college
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- Figure 18: Where breakfast is typically eaten out of home, May 2016
- Three in ten eat breakfast on-the-go
- Coffee/sandwich shops are the most popular destination to buy breakfast
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- Figure 19: Venues visited to buy breakfast, May 2016
Breakfast Foods Eaten At Home and Out of Home
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- Cereals and toast are most popular when at home
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- Figure 20: Breakfast items typically eaten at home and out of home, May 2016
- Porridge appeals particularly to over-55s
- Eggs benefit from protein positioning
- Indulgent options are popular when out of home
- ..and also in the home, especially at the weekend
- Consumers’ repertoire shows they have a desire for variety
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- Figure 21: Repertoire of types of breakfast foods eaten at home and out of home, May 2016
Factors Influencing Choice of Breakfast Foods
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- Convenience is most important in breakfast choice
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- Figure 22: Factors influencing choice of breakfast foods, May 2016
- Ease of use is important when eating breakfast out of home
- Interest in nutritional content provides an incentive for NPD
- Associating protein with a ‘fuller for longer’ claim
- Young people rate protein and superfood ingredients, older people fibre
- Sugar is a particular concern for women aged 45+
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- Figure 23: Breakfast eating habits – CHAID – Tree output*, May 2016
Reasons to Eat Breakfast Out of Home
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- Time pressures drive out of home occasions
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- Figure 24: Reasons for eating breakfast out of home, May 2016
- Treat culture pervades
- Only 19% eat out of home when they have spare money
- 22% simply aren’t hungry enough
Attitudes towards Breakfast
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- Out-of-home options seen to improve, but still seen to be costly
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- Figure 25: Attitudes towards breakfast, May 2016
- Taking the time to enjoy breakfast
- Technology could help to speed up the payment process out of home
- Healthier breakfasts equate to feeling good…
- …and snacking less
- Boredom fuels a desire for variety
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- CHAID - Methodology
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- Figure 26: Breakfast eating habits – CHAID – Table output, May 2016
- Forecast Methodology
Appendix – Market Drivers
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- Figure 27: Trends in the age structure of the UK population, 2011-21
- Figure 28: UK households, by size, 2011-21
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Appendix – Launch Activity and Innovation
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- Definition
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- Figure 29: New product launches in the UK breakfast food market, by the L/N/R sugar claim, 2012-16*
- Figure 30: New product launches in the UK breakfast food market, by the high in protein claim, 2012-16*
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- Figure 31: New product launches in the UK breakfast food market, by the gluten-free claim, 2012-16*
- Figure 32: New product launches in the UK breakfast food market, by the on-the-go claim, 2012-16*
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- Figure 33: New product launches in the UK breakfast food market, by the premium claim, 2012-16*
Appendix – Advertising and Marketing Activity
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- Figure 34: Total above-the line, online display and direct mail advertising expenditure on breakfast foods, by brand, 2015
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