Table of Contents
Issues in the Market
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- Definition
- Abbreviations
Future Opportunities
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- ‘It’s just so inconvenient’
- Street food
- Summer’s here!
- ‘Did you know we did breakfast…?’
- ‘Well, I just want it the way I want it’
- ‘I’ll have that… and that… No, not that, ooh – wait, that looks good…’
Market in Brief
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- Breakfast catering – market overview
- Weekday versus weekend
- Impact of the recession
- Limits to market potential
- Healthy eating trend
Internal Market Environment
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- Key points
- Smoking ban
- Consumer spending priorities
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- Figure 1: Consumer spending priorities, March 2009-January 2010
- The eating out market
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- Figure 2: Eating out market*, by sector, 2004-08
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- Figure 3: Impact of economic downturn on eating out, March 2009
- Breakfasts share of the eating out market
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- Figure 4: Meals eaten at a restaurant/café/pub etc in the past three months, April 2009
- Marketing angles to promote the breakfast occasion
- Role of retail brands in breakfast catering
- Ethical products
- Renaissance of power breakfasts in an era of austerity
Broader Market Environment
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- Key points
- Consumer confidence is increasing
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- Figure 5: Trends in consumer sentiment for the coming year, Jan 2009-Dec 2009
- Figure 6: Consumer Confidence Index Jan 2005-10
- Keeping consumers engaged in breakfast catering as they age
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- Figure 7: Forecast adult population trends, by lifestage, 2004-14
- Personal concerns
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- Figure 8: Trends in personal concerns, June 2009-December 2009
- Healthy lifestyle trends
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- Figure 9: Avoid/limit/take no notice of food and drink products, 2007-09
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- Figure 10: Healthy lifestyle trends, December 2008-December 2009
- Eating habit trends
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- Figure 11: Eating habit trends, December 2008-December 2009
Competitive Context
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- Key points
- Breakfast cereals
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- Figure 12: Consumption of breakfast cereals, 2005-08
- Figure 13: Usage of breakfast cereals, 2009
- Changing flavour preferences
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- Figure 14: UK retail value sales of sweet spreads, by type, 2006-08
- Competition from the retail market
- Cereals
- Porridge
- Cereal bars/bakes
Who’s Innovating?
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- Key points
- A flagging roadside restaurant chain and a Michelin-starred chef
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- Figure 15: Little Chef menu comparison, 2010
- New menu additions
- Meal deals, offers and freebies
- Awards and accolades
Children’s Breakfasting Habits
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- Key points
- Breakfast is the most important meal of the day
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- Figure 16: Attitudes towards breakfast, 2005-09
- School breakfast clubs
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- Figure 17: Methods used by schools to promote healthy eating, 2007
- What 7-10-year-olds eat for breakfast
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- Figure 18: What eat for breakfast, 2005-09
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- Figure 19: Foods that 7-10-year-olds eat and foods they like the best, 2008-09
- What 11-19-year-olds eat for breakfast
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- Figure 20: Things eat for breakfast, 2008-09
General Breakfast Trends (Adults)
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- Key points
- Types of food eaten for breakfast
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- Figure 21: Types of food eaten for breakfast, December 2009
- Porridge
- Cereal bars
- Yoghurts
- Smoothies
- Reflections in the eating out market
- Demographic factors of breakfast foods
- Attitudes towards eating breakfast
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- Figure 22: Attitudes towards eating breakfast, December 2009
- Demographic factors of attitudes towards breakfast
Eating Breakfast Out of Home
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- Key points
- Frequency of eating breakfast
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- Figure 23: Frequency of eating breakfast at home/out of the home in a week, March 2010
- Company results – breakfast catering risers….
- … and fallers
- Demographic factors
Where Breakfast Is Eaten Out of Home
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- Key points
- Convenience-driven
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- Figure 24: Where breakfast is eaten out of home, March 2010
- Growth of mobile coffee carts
- How consumers choose where to eat breakfast out of home – US example
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- Figure 25: Restaurant selection criteria, US, November 2009
- Focus on menu variety at weekends
- Case study: Moma
- Demographic factors of where breakfast is eaten
Attitudes Towards Breakfasting Out of Home
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- Key points
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- Figure 26: Attitudes towards buying or eating breakfast out of the home, March 2010
- Convenience
- Impact of the recession
- Healthy eating and customisation
- Demographic factors of attitudes towards out-of-home breakfast catering
Breakfast Catering Targeting Opportunities
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- Key points
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- Figure 27: Out-of-home breakfast habits target groups, March 2010
- In-home Diners
- Desk Diners
- B&B-ers
- Grab ‘n’ Goers
Appendix: Broader Market Environment
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- Figure 28: Usage of breakfast cereals, by detailed demographics, 2009
- Figure 29: Avoid/limit/take no notice of food and drink products, by detailed demographics, 2009
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- Figure 30: Avoid/limit/take no notice of food and drink products, by detailed demographics, 2009
- Figure 31: Avoid/limit/take no notice of food and drink products, by detailed demographics, 2009
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- Figure 32: Avoid/limit/take no notice of food and drink products, by detailed demographics, 2009
- Figure 33: Avoid/limit/take no notice of food and drink products, by detailed demographics, 2009
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- Figure 34: Types of snacks usually have during the day, 2009
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Appendix – Children’s Breakfasting Habits
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- Figure 35: Attitudes towards breakfast, by detailed demographics, 2009
- 7-10-year-olds
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- Figure 36: What eat for breakfast, by detailed demographics, 2009
- Figure 37: Foods eaten by 7-10-year-olds, by detailed demographics, 2009
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- Figure 38: Foods eaten by 7-10-year-olds, by detailed demographics, 2009 (continued)
- Figure 39: Foods eaten by 7-10-year-olds, by detailed demographics, 2009 (continued)
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- Figure 40: Foods eaten by 7-10-year-olds, by detailed demographics, 2009 (continued)
- Figure 41: Foods eaten by 7-10-year-olds, by detailed demographics, 2009 (continued)
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- Figure 42: Foods that 7-10-year-olds like best, by detailed demographics, 2009
- Figure 43: Foods that 7-10-year-olds like best, by detailed demographics, 2009 (continued)
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- Figure 44: Foods that 7-10-year-olds like best, by detailed demographics, 2009 (continued)
- Figure 45: Foods that 7-10-year-olds like best, by detailed demographics, 2009 (continued)
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- Figure 46: Foods that 7-10-year-olds like best, by detailed demographics, 2009 (continued)
- 11-19-year-olds
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- Figure 47: Things eat for breakfast, by detailed demographics, 2009
- Figure 48: Things eat for breakfast, by detailed demographics, 2009 (continued)
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- Figure 49: Things eat for breakfast, by detailed demographics, 2009 (continued)
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Appendix – General Breakfasting Trends (Adults)
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- Figure 50: Most popular types of food eaten for breakfast, by detailed demographics, December 2009
- Figure 51: Next most popular types of food eaten for breakfast, by detailed demographics, December 2009
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- Figure 52: Most popular attitudes towards eating breakfast, by detailed demographics, December 2009
- Figure 53: Next most popular attitudes towards eating breakfast, by detailed demographics, December 2009
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Appendix: Eating Breakfast Out of Home
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- Figure 54: Frequency of eating breakfast at home in a week, by detailed demographics, March 2010
- Figure 55: Frequency of eating breakfast out of the home in a week, by detailed demographics, March 2010
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- Figure 56: Frequency of eating breakfast at home/out of the home in a week, by most popular attitudes towards buying or eating breakfast out of the home, March 2010
- Figure 57: Frequency of eating breakfast at home/out of the home in a week, by next most popular attitudes towards buying or eating breakfast out of the home, March 2010
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- Figure 58: Attitudes towards buying or eating breakfast out of the home, by most popular attitudes towards buying or eating breakfast out of the home, March 2010
- Figure 59: Attitudes towards buying or eating breakfast out of the home, by next most popular attitudes towards buying or eating breakfast out of the home, March 2010
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Appendix – Where Breakfast Is Eaten Out of Home
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- Figure 60: Where breakfast is eaten out of home, by detailed demographics, March 2010
- Figure 61: Frequency of eating breakfast at home/out of the home in a week, by most popular where eat breakfast, March 2010
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- Figure 62: Attitudes towards buying or eating breakfast out of the home, by where eat breakfast, March 2010
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Appendix – Attitudes towards Breakfasting Out of Home
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- Figure 63: Most popular attitudes towards buying or eating breakfast out of the home, by detailed demographics, March 2010
- Figure 64: Next most popular attitudes towards buying or eating breakfast out of the home, by detailed demographics, March 2010
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Appendix – Breakfast Catering Targeting Opportunities
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- Figure 65: Breakfast catering target groups, by detailed demographics, March 2010
- Figure 66: Frequency of eating breakfast at home/out of the home in a week, by target groups, March 2010
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- Figure 67: Breakfast catering target groups, by where breakfast is eaten out of home, March 2010
- Figure 68: Breakfast catering target groups, by attitudes towards buying or eating breakfast out of the home, March 2010
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