Table of Contents
Issues in the Market
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- Key themes
- Definition
- Consumer research
Future Opportunities
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- Making time for breakfast time
- The kids are all right
- Fill ‘er up
- Proud sponsors of morning time
- Making more of Saturday/Sunday brunch
- Ceremony, ceremony, ceremony
- Ceremony without the effort
Market in Brief
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- A snacking culture
- Breakfast, the most important meal in the day
- How often do consumers eat breakfast?
- Breakfast food consumption
Internal Market Environment
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- Key points
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- Figure 1: Agreement with selected lifestyle statements on diet and health, 2005-09
- A snacking culture
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- Figure 2: Agreement with statement ‘I often eat between meals, I keep eating snacks’, by age, 2009
- Dietary issues
- The importance of breakfast
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- Figure 3: Agreement with selected lifestyle statements – 7-10-year-olds, 2009
- Concerns over obesity levels
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- Figure 4: Projection of obesity prevalence among adults in England, by gender, 2003-50
- Figure 5: Current and projected levels of overweight and obese children in the UK, by age and gender, 2003 and 2010
Broader Market Environment
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- Key points
- Impact of inflation on selected breakfast foods
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- Figure 6: Effect of inflation on selected breakfast foods, 2008 vs. 2009
- Population trends
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- Figure 7: Trends and projections in UK population, by age, 2004-14
- More women in the workplace
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- Figure 8: Working population, by gender, 2004-14
- Working hours affect eating habits
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- Figure 9: Trends in average working hours, 2005-09
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- Figure 10: Average trip duration, by trip purpose, 1995/97-2008
Breakfast Foods
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- Key points
- Making breakfast food choices
- A healthy rise in bread and morning goods
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- Figure 11: UK retail value sales of bread and morning goods, 2004-09
- The occasional ‘fry-up’
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- Figure 12: UK retail value sales of bacon, eggs and sausages, 2004-09
- Healthier options
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- Figure 13: UK retail value sales of yogurt and fromage frais, and smoothies, 2004-09
- Enjoying a cereal experience
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- Figure 14: UK retail value sales of breakfast cereals and cereal bars, 2004-09
Innovations in Breakfast Foods
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- New product innovation in the bakery goods category
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- Figure 15: NPD in bread and morning goods products, by positioning claim, 2008 and 2009
- Functional claims play important part in yogurt and yogurt drink launches
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- Figure 16: NPD in yogurt and yogurt drinks, by positioning claim, 2008 and 2009
- Innovations in breakfast cereals and cereal bars
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- Figure 17: NPD in breakfast cereals, by positioning claim, 2008 and 2009
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- Figure 18: NPD in cereal bars, by positioning claim, 2008 and 2009
The Consumer – Frequency of Eating Breakfast
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- Key points
- Breakfast at home
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- Figure 19: Number of times in the week breakfast eaten at home and out of the home, December 2009
- Eating breakfast out of the home
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- Figure 20: Propensity to eat breakfast in the home every day and eat out once a week or less, by gender, age and socio-economic group, December 2009
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- Figure 21: Propensity to eat breakfast in the home every day and eat out once a week or less, by region and working status, December 2009
- The US has a more established breakfast eating out market
The Consumer – What is Eaten for Breakfast?
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- Key points
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- Figure 22: Food items eaten for breakfast, December 2009
- Breakfast cereals are the most popular breakfast choice
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- Figure 23: Profiles of consumers who eat hot or cold cereals, December 2009
- Spoilt for choice
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- Figure 24: Profile of consumers of other breakfast foods, December 2009
- A third of consumers enjoy a varied breakfast range
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- Figure 25: Repertoire of food items eaten for breakfast, December 2009
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- Figure 26: Food item eaten for breakfast, by repertoire of food items eaten for breakfast, December 2009
- Weekends reserved for more indulgent breakfasts
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- Figure 27: Food items eaten for breakfast, by number of times in the week they are eaten, December 2009
The Consumer – Attitudes towards Breakfast
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- Key points
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- Figure 28: Attitudes towards breakfast, December 2009
- Why eat breakfast?
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- Figure 29: Agreement with statement ‘Skipping breakfast leads to overeating later’, by gender, age and socio-economic group, December 2009
- Saving costs on breakfast
- Weekend breakfasts
- A more social brunch
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- Figure 30: Agreement with statement ‘I tend to have brunch during the weekend (late breakfast/lunch)’, by gender, age and region, December 2009
Targeting Groups
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- Key points
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- Figure 31: Target groups based on attitudes towards breakfast, December 2009
- Brunchers (21%)
- Breakfast Skippers (32%)
- Routine Breakfasters (16%)
- Breakfast Devotees (31%)
Appendix
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- Advertising data
- Abbreviations
Appendix – Internal Market Environment
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- Figure 32: Agreement with selected lifestyle statements on diet and health, by demographics, 2009
- Figure 33: Where breakfast out the home is eaten, December 2009
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Appendix – Broader Market Environment
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- Figure 34: Changes in grocery shopping habits in the last 12 months, December 2009
- Figure 35: New launches, by positioning claim, 2008 and 2009
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Appendix – Innovations in Breakfast foods
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- Figure 36: NPD in bread and morning goods, by company, 2008 and 2009
- Figure 37: NPD in bread and morning goods, own-label vs branded launches, 2008 and 2009
- Figure 38: NPD in yogurt and yogurt drinks, by positioning claim ‘Functional – digestive’, 2008 and 2009
- Figure 39: NPD in breakfast cereals, by company, 2008 and 2009
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- Figure 40: NPD in cereal bars, percentage of new launches, by positioning claim ‘low/no/reduced calorie’ by company, –2008 and 2009
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Appendix – The Consumer – Frequency of Eating Breakfast
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- Figure 41: Most popular number of times in the week breakfast eaten at home or out of home, by demographics, December 2009
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- Figure 42: Next most popular number of times in the week breakfast eaten at home or out of home, by demographics, December 2009 (continued)
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- Figure 43: Most popular number of times in the week breakfast eaten at home or out of home, by demographics, December 2009 (continued)
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- Figure 44: Next most popular number of times in the week breakfast eaten at home or out of home, by demographics, December 2009 (continued)
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Appendix – The Consumer – What is Eaten for Breakfast?
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- Figure 45: Most popular food items eaten for breakfast, by demographics, December 2009
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- Figure 46: Next most popular food items eaten for breakfast, by demographics, December 2009 (continued)
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- Figure 47: Repertoire of food items eaten for breakfast, by demographics, December 2009
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Appendix – The Consumer – Attitudes towards Breakfast
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- Figure 48: Most popular attitudes towards breakfast, by demographics, December 2009
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- Figure 49: Next most popular attitudes towards breakfast, by demographics, December 2009 (continued)
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- Figure 50: Attitudes towards consumption of breakfast – out of the home, December 2009
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Appendix – Targeting Groups
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- Figure 51: Target groups on attitudes towards breakfast, by demographics, December 2009
- Figure 52: Number of times in the week breakfast eaten at home, by target groups on attitudes towards breakfast, December 2009
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- Figure 53: Number of times in the week breakfast eaten out of home, by target groups on attitudes towards breakfast, December 2009
- Figure 54: Food items eaten for breakfast, by target groups on attitudes towards breakfast, December 2009
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- Figure 55: Attitudes towards breakfast, by target groups on attitudes towards breakfast, December 2009
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