UK Breakfast Eating Habits Market Report 2022
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Description
The UK Breakfast Eating Habits report identifies consumer attitudes towards the frequency of eating breakfast, the location of where people eat breakfast and what influences their food choices for breakfast. This market report covers the market size, market forecast, market segmentation and industry trends for the Breakfast Eating Habits Market in the UK.
Current Market Landscape
The pandemic and hybrid working gave many consumers more time in the morning during periods of lockdowns and work-at-home orders. This created opportunities for ‘slow’ breakfast items, and the popularity of cooked breakfasts increased. However, as COVID-19 restrictions are lifted, and consumers return to workplaces/places of study, the on-the-go breakfast food market is returning. It is expected to drive growth in products such as breakfast biscuits and cereal/snack bars.
Market Share and Key Industry Trends
Convenience is still highly valued among breakfast eaters, with easy to prepare and quick to prepare breakfasts remaining the most important qualities for breakfast eaters.
Health is also high on consumers’ radars, something that has been exacerbated by the pandemic and has now become evident in some consumers’ healthier breakfast eating habits and preferences.
- 93% of adults eat breakfast at home.
- 55% of eaters say that being easy to prepare is the most important quality when choosing food.
- 45% of eaters say they consider how many calories are in their breakfast as part of their daily intake.
- 67% of adults are worried about rising food and drink prices impacting their financial situation.
Future Market Trends in UK Breakfast Eating Habits
Mintel’s breakfast eating habits market research identifies that inflation will impact consumers’ choice of breakfast foods by curbing demand, particularly in the more expensive out-of-home market, in addition to dampening consumers’ ability to buy more premium breakfast items during their weekly shop. Brands can respond with affordability and versatility to continue to appeal to consumers.
The future introduction of restrictions on advertising, store location and promotions for high in fat, sugar or salt (HFSS) food or drink will reduce the sales of products affected, such as cereals, cereal bars or morning goods. Yet opportunities for innovation can arise if brands communicate the health credentials of their products.
Read on to discover more details or take a look at all of our UK Food Market Research.
Quickly Understand
- Frequency of eating breakfast, where people eat breakfast and foods eaten for breakfast.
- New product launch trends in breakfast foods.
- Qualities most important in influencing the choice of foods to have as part of breakfast.
- Breakfast eating behaviours.
Covered in this Report
Product Types: Cereals/muesli/granola, cereal bars/snack bars, yoghurts, fruit, meal replacements, pastries/baked goods, porridge, hot/cold sandwiches and sweet spreads.
Brands: Bol, Oreo, Kellogg’s (Krave, Stix, Coco Pops, Crunchy Nut, Frosties), Pret A Manger, Weetabix, Nestlé (Cheerios, Shredded Wheat), Danone’s (Light & Free, Activia), Müller (Müller Light), Biotiful Dairy, Ferrero (Nutella), Warburtons, McDonald’s, Starbucks, Tesco, Sainsbury’s, Boots, Quaker (Ultimate Heart & Rich), Rustlers, Huel, Mondelēz (belvita, Morrisons (Nourish), Asda, M&S (Food), Troo, Bio&Me, General Mills (Fibre One), Harvest, Wicked, Richmond, Arla Foods (Skyr), Waitrose & Partners, St. Helen’s Farm, Premier Foods (Ambrosia), Alara, Rowse, Proper, The Collective.
Expert Analysis from a Specialist in the Field
This report, written by Amy Price, a leading analyst in the Food & Drink sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
“The return to workplaces and places of study has offered long-awaited support for out of home venues. Some 51% of adults reported eating breakfast out of home in early 2022, this figure set to rise further as people are asked to go back to workplaces more regularly.
The enduring shift to more hybrid working, however, underlines the need for brands to also support front of mind awareness among those eating breakfast in the home.”
Amy Price
Senior Food & Drink Analyst, April 2022
Table of Contents
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Overview
- Key issues covered in this Report
- Market context
- Products covered in this Report
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Executive Summary
- The five-year outlook for breakfast foods
- Figure 1: Category outlook, 2022-27
- The market
- The COVID-19 bounce is short-lived for some categories
- Yogurts and breakfast biscuits see 2021 rise
- Government emphasis on health intensifies under COVID-19
- Shift back to workplaces boosts out-of-home breakfast market
- The drop in under-35s poses headwinds for the out-of-home market; rise in over-55s bodes well for traditional breakfast foods sold at retail
- Companies and brands
- Brands look to extend their reach through NPD
- HFSS-compliant NPD stepped up ahead of new restrictions
- Brands push versatility through advertising
- The consumer
- The home is the most popular place to eat breakfast
- Figure 2: Frequency of eating breakfast at home and out of home, 2022
- Cereals and toast are most popular breakfast at home; cooked breakfast/hot rolls when out of home
- Figure 3: What people eat for breakfast, at home and out of home, 2022
- Coffee shops are the most popular place to buy breakfast out of home
- Figure 4: Where breakfast is typically bought of home, 2022
- Convenience remains a key selling point
- Figure 5: Qualities important when choosing breakfast, 2022
- Opportunities for brand extensions
- Figure 6: Behaviours related to breakfast, 2022
- The five-year outlook for breakfast foods
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Issues and Insights
- Opportunities for brand extensions
- A focus on health at breakfast is warranted
- Convenience remains a key selling point
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Market Sizes for Breakfast Foods at Retail
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- Figure 7: Category outlook, 2022-27
- The COVID-19 bounce is short-lived for some categories
- Yogurts and breakfast biscuits see 2021 rise
- Figure 8: UK retail value sales of selected breakfast-related foods, 2017-21
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Market Drivers
- Government emphasis on health intensifies under COVID-19
- HFSS food promotion and store location restrictions to come into place in 2022
- Advertising for HFSS food and drink to face new rules from end of 2022
- Sugar reduction report delayed
- Marketing campaigns promote weight loss and healthy swaps
- Calls for people to boost their fibre intake
- Out-of-home calorie labelling to be required; on-pack nutrition label consultation proposed
- Shift back to workplaces boosts out-of-home breakfast market
- Inflationary pressures are mounting
- Various factors are driving up inflation in 2022
- Figure 9: Consumer concerns about household finances, 2021-22
- Pushing the affordability of in-home breakfast foods will keep people buying
- Out-of-home venues face a challenge; pushing value for money will help
- The drop in under-35s poses headwinds for the out-of-home market over 2021-26
- The rise in over-55s bodes well for traditional breakfast foods sold at retail
- Figure 10: Trends in UK population, by age group, 2016-21 and 2016-26
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Launch Activity and Innovation
- Methodology
- Brands look to extend their reach through NPD
- Outside brands move into breakfast
- Figure 11: Outside brands expand into new areas in breakfast NPD, 2020-22
- Breakfast brands expand their reach
- Foodservice brand Pret expands further into retail
- Figure 12: Brands expand into new areas in breakfast NPD, 2020-22
- Health remains a focus of NPD
- HFSS-compliant NPD stepped up ahead of new restrictions
- Breakfast cereals
- Figure 13: Examples of new launches in breakfast cereals that are non-HFSS, 2021
- Yogurt
- Figure 14: Examples of new launches in yoghurts that are non-HFSS, 2021
- Figure 15: Examples of new own-label launches in yoghurts that are non-HFSS, 2021
- Gut health linked to fibre, in cereals…
- Figure 16: Examples of new launches in cereal with a digestive claim, 2021
- …and in yogurts
- Figure 17: Examples of new product launches in yoghurts with a digestive claim, 2021
- Protein claims are still popular across breakfast foods
- Figure 18: New product launches in cereal/snack bars with a high in protein claim, 2021
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- Figure 19: New product launches in cereal/snack bars and yogurts with a high in protein claim, 2021-22
- A third of launches are vegan
- Figure 20: New product launches featuring a vegan claim, 2021-22
- Indulgence continues to be a theme in NPD
- Figure 21: New product launches that focus on indulgence, 2021
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- Figure 22: New product launches in yogurts that call out creaminess, 2021-22
- NPD continues to focus on convenience
- Figure 23: New product launches that focus on convenience, 2022
- Environment remains a focus of NPD
- Cereals look to reduce packaging as part of their sustainability commitments
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- Figure 24: Examples of new product launches in cereals with an environmentally-friendly packaging claim, 2021-22
- Brands look to recycled plastic
- Figure 25: Examples of new products reducing their use of virgin plastic, 2021-22
- Moving from plastic to paper packaging
- Figure 26: Yes! bars in paper packaging, 2021
- The Collective goes carbon neutral
- Figure 27: The Collective launches carbon-neutral dairy yogurt, 2022
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Advertising and Marketing Activity
- Breakfast cereals and yogurt advertisers lead spend
- Figure 28: Total above-the-line, online display and direct mail advertising expenditure on breakfast-related categories, 2019/22
- Brands push versatility
- Kellogg’s showcases the variety of its iconic brands
- Weetabix launches new year “Any-Which-Way-A-Bix” ad
- Quaker Oats’ “Go Forridge” campaign encourages more variety
- A focus on taste
- Weetabix Melts highlight indulgence
- Warburtons pushes great taste of Toastie
- Nutella looks to spread smiles around Pancake Day
- Food as a way to make life better
- BelVita’s advertising centres on positive energy
- Quaker Oats emphasises its role as a fuel for life
- Arla’s Skyr focuses on overcoming obstacles
- Arla’s butter brands play up meal associations
- Nielsen Ad Intel coverage
- Breakfast cereals and yogurt advertisers lead spend
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Breakfast Habits
- The home is the most popular place to eat breakfast
- Figure 29: Where people eat breakfast, 2022
- The young are most likely to eat breakfast out of home
- Figure 30: Those eating breakfast out of home, by age, 2022
- Most people eat breakfast at home daily
- Figure 31: Frequency of eating breakfast at home and out of home, 2022
- The home is the most popular place to eat breakfast
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Foods Eaten for Breakfast
- Cereals and toast are most popular breakfast at home…
- …cooked breakfast/hot rolls when out of home
- Figure 32: What people eat for breakfast, at home and out of home, 2022
- Younger people have a more diverse repertoire; older people tend to stick to the same foods
- Figure 33: Repertoire of what people eat for breakfast, at home and out of home, by age, 2022
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Where People Buy Breakfast Out of Home
- Coffee shops are the most popular place to buy breakfast out of home
- Appeal of foods people can’t easily make at home
- Figure 34: Where breakfast is typically bought of home, 2022
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Where People Eat Breakfast Out of Home
- Almost half eat breakfast at a restaurant/coffee shop/café
- Opportunities for home delivery
- Figure 35: Where breakfast is typically eaten out of home, 2022
- A third eat breakfast on the go
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Qualities Most Important When Choosing Breakfast Foods
- Convenience remains a key selling point
- Figure 36: Qualities important when choosing breakfast, 2022
- Those working out of home rate ease the highest
- Scope to connect with home workers with slower products
- Figure 37: Those citing quick to prepare and easy to prepare as important qualities when choosing breakfast, by current working pattern, 2022
- Convenience remains a key selling point
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Breakfast Behaviours
- Opportunities for brand extensions
- Appealing to creatures of habit
- Figure 38: Behaviours related to breakfast, 2022
- A focus on health in breakfast is warranted
- Healthiness is high on consumers’ radars
- Potential for breakfast foods to shout about calorie content
- Smaller portions could appeal on health grounds but also offer something more grazable
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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Appendix – Launch Activity and Innovation
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- Figure 39: New product launches in breakfast-related food categories, by top 10 claims, 2017-22
- Figure 40: New product launches in breakfast-related food categories, by claim category, 2017-22
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- Figure 41: New product launches in breakfast-related food categories with a high in protein claim, by sub-category, 2017-22
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Appendix – Advertising and Marketing Activity
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- Figure 42: Total above-the-line, online display and direct mail advertising expenditure on breakfast-related food categories, by top 20 advertisers, 2019-22 (sorted by 2021)
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About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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Data
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*databooks not available with UK B2B Industry reports.
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