Breakfast Eating Habits - UK - February 2011

ISSUES IN THE MARKET
Key themes
Definition
Consumer research
Abbreviations
FUTURE OPPORTUNITIES
Ushering in the working day
More than just cereal
MARKET IN BRIEF
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
Key points
No more meal skipping
Figure 1: Agreement with selected lifestyle statements on diet and health, 2006-10
Children understand importance of breakfast
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
Figure 3: Trends in average working hours, 2006-10
Attitudes towards health
Figure 4: Agreement with statements about health and healthy lifestyles, November 2010
BROADER MARKET ENVIRONMENT
Key points
Food price inflation puts pressure on consumer
Figure 5: CPI annual rates for all foods; milk, cheese and eggs; and bread and cereals, 1997-2010
Population trends and breakfast habits
Figure 6: Changes in the UK population (‘000s), by age group, 2010-15
Changing UK socio-economic profile
Figure 7: Socio-economic profile of the UK population, 2005-15
More women at work
BREAKFAST FOODS
Key points
Food price inflation pushes up commodity prices
Recession offers opportunities for breakfast foods
Convenience and health make cereals a popular choice
Figure 8: UK retail value sales of breakfast cereals and cereal bars, 2005-10
Innovation in healthy options helps drive bread sales
Figure 9: UK retail value sales of bread and baked goods, 2005-10
Yogurts also considered a healthy breakfast choice
Figure 10: UK retail value sales of yogurt and yogurt drinks, 2005-10
More time during the weekend for a fry-up
Figure 11: UK retail value sales of eggs, bacon, sausages and deli meats, 2005-10
CHILDREN’S BREAKFAST FOOD PREFERENCES
Key points
Getting children into the breakfast habit
Children’s breakfast choices
Figure 12: What children are eating for breakfast – 7-10s, 2006-10
Teens enjoyed cooked breakfasts
Figure 13: What children are eating for breakfast – 11-19s, 2008-10
Children’s food preferences and dislikes
Figure 14: Foods that 7-10-year-olds eat and foods they like the best*, 2008-10
BREAKFAST FOOD INNOVATIONS
Category innovation
Figure 15: Innovation trends in bread, yogurt and breakfast cereals, 2008-10
Wheat intolerance sufferers offered more bread products
Figure 16: NPD in bread and bread products, by positioning claim, 2008-10
New innovation in healthy cereals products
Figure 17: NPD in breakfast cereals, by positioning claim, 2008-10
Yogurt innovation increases focus on ethical packaging
Figure 18: NPD in yogurt, by positioning claim, 2008-10
THE CONSUMER – BREAKFAST HABITS
Key points
 WHERE DO CONSUMERS EAT BREAKFAST?
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?
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
Key points
Most popular breakfast choices
Figure 21: Breakfast items eaten at home, December 2010
Toast
Cold cereal
Hot cereal
Fruit
Cooked breakfast
Yogurt
Muesli
Figure 22: Breakfast items eaten out of the home, December 2010
THE CONSUMER – ATTITUDES TOWARDS EATING BREAKFAST
Key points
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
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?
APPENDIX
Advertising data
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 25: Agreement with selected lifestyle statements on diet and health, by demographics, 2010
Figure 26: Average working hours, by demographics, 2010
Figure 27: Average working hours, by demographics, 2010
APPENDIX – BROADER MARKET ENVIRONMENT
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
Figure 31: Employment and unemployment, by gender, 2005-15
APPENDIX – BREAKFAST FOODS
Figure 32: New product innovation in breakfast cereals, by positioning claim, January-December 2010
APPENDIX – CHILDREN’S BREAKFAST FOOD PREFERENCES
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
APPENDIX – BREAKFAST FOOD INNOVATIONS
Figure 35: NPD in breakfast cereals, by sub-category, 2008-10
APPENDIX – BREAKFAST HABITS
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
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
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
APPENDIX – TYPES OF BREAKFAST FOODS EATEN
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
Figure 44: Breakfast items eaten out of the home, by demographics, December 2010
Figure 45: Repertoire of breakfast items eaten at home, December 2010
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
Figure 48: Breakfast items eaten out of the home, by repertoire of breakfast items eaten out of the home, December 2010
APPENDIX – ATTITUDES TOWARDS EATING BREAKFAST
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
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
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
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
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
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
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
Figure 63: Agreement with statement ‘I prefer to have a lie-in than wake up for breakfast during the weekend’, by demographics, December 2010
APPENDIX – TARGETING OPPORTUNITIES – BREAKFAST EATING HABITS
Figure 64: Attitudes towards eating breakfast, by target groups, December 2010
Figure 65: Target groups, by demographics, December 2010
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
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
Figure 70: Attitudes towards health and healthy lifestyles, by target groups, December 2010
Figure 71: Consumer eating habits, by target groups, December 2010
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