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Breakfast Eating Habits - UK - July 2016

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
 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
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
Figure 2: Breakfast items typically eaten at home and out of home, May 2016
Convenience is most important in breakfast choice
Figure 3: Factors influencing choice of breakfast foods, May 2016
Time pressures drive out-of-home occasions
Figure 4: Reasons for eating breakfast out of home, May 2016
Out-of-home options seen to improve, but still seen to be costly
Figure 5: Attitudes towards breakfast, May 2016
 WHAT WE THINK
ISSUES AND INSIGHTS
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
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
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
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
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
Figure 8: UK retail value sales of processed meats, 2010-15
MARKET DRIVERS
Health remains on the agenda
Obesity levels continue to rise
Sugar content is a concern for flavoured cereals
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
Bread dominates but meal replacement drinks see the biggest growth in NPD
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
Adspend holds steady in 2015
Figure 11: Total above-the line, online display and direct mail advertising expenditure on selected breakfast foods^, 2012-16
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
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
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 
Breakfast eating is almost universal
Figure 14: Where people eat breakfast, by location, May 2016
Around half eat breakfast out of home, especially 25-34s…
Figure 15: Eating breakfast out of home, by age, May 2016
…and the most affluent
Majority eat breakfast at home every day…
Figure 16: Frequency of eating breakfast, by location, May 2016
…particularly over-55s
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 
Almost half of out-of-home breakfast eaters eat at a restaurant/coffee shop/café
44% eat breakfast at work/school/college
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
Figure 19: Venues visited to buy breakfast, May 2016
BREAKFAST FOODS EATEN AT HOME AND OUT OF HOME 
Cereals and toast are most popular when at home
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
Figure 21: Repertoire of types of breakfast foods eaten at home and out of home, May 2016
FACTORS INFLUENCING CHOICE OF BREAKFAST FOODS
Convenience is most important in breakfast choice
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+
Figure 23: Breakfast eating habits – CHAID – Tree output*, May 2016
REASONS TO EAT BREAKFAST OUT OF HOME
Time pressures drive out of home occasions
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 
Out-of-home options seen to improve, but still seen to be costly
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
Abbreviations
Consumer research methodology
CHAID - Methodology
Figure 26: Breakfast eating habits – CHAID – Table output, May 2016
Forecast Methodology
APPENDIX – MARKET DRIVERS
Figure 27: Trends in the age structure of the UK population, 2011-21
Figure 28: UK households, by size, 2011-21
APPENDIX – LAUNCH ACTIVITY AND INNOVATION
Definition
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*
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*
Figure 33: New product launches in the UK breakfast food market, by the premium claim, 2012-16*
APPENDIX – ADVERTISING AND MARKETING ACTIVITY 
Figure 34: Total above-the line, online display and direct mail advertising expenditure on breakfast foods, by brand, 2015

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