What you need to know
Breakfast remains on the menu for nearly everyone, eaten by 95% of Brits. That breakfast is widely viewed as the most important meal of the day, functioning for many as a springboard for healthy eating throughout the day, supports its place as a cornerstone meal occasion.
However, signs are pointing towards a generational shift in breakfast eating habits. The older generations are more likely than younger cohorts to eat breakfast at home every day and also have a lower repertoire of foods typically eaten. Traditional breakfast patterns clearly remain prevalent among older consumers, suggesting that the ageing population should benefit in-home breakfast operators and traditional breakfast foods.
In contrast, more fragmented routines appear to be taking root among the younger generations. They are more likely to eat breakfast out of home, many doing so while on the go, and to eat a wider range of foods for breakfast. Additionally, the young’s propensity to snack is also impacting on breakfast eating, seeing them graze on smaller breakfast items throughout the morning rather than eating one big breakfast.
Products covered in this Report
This Report looks at consumer breakfast eating habits and attitudes, in order to understand what this means for marketers, retailers and suppliers. It discusses foods for breakfast consumed both at home and out of home (eg at work, at a coffee shop), with the focus being primarily on the retail channel.
