Abstract

About this report

• With tightening budgets and relatively less disposable income, 22m consumers appreciate the cost efficiencies of having breakfast at home compared to a restaurant.
• Two-thirds of consumers eat their breakfast at home everyday with just 2% eating out everyday. This is in contrast to the US where 46% of consumers eat their breakfast out during the weekday.
• Breakfast cereals (hot and cold) are the favourite breakfast food choice for 30m consumers, followed by toast, favoured by 27m consumers.
• Almost 25m consumers eat breakfast as it is part of their daily routine, yet four million consumers claim not to have time to eat breakfast.,
• Despite assumptions of children' s pester power in purchasing decisions at supermarkets, just 1.6m parents claim their children normally choose breakfast foods bought at the supermarket
• Manufacturers should be more actively targeting consumers with breakfast products in the build up to the weekend: a fifth of consumers spend more time eating breakfast during the weekend.

Table of Contents

Issues in the Market

• Key themes
• Definition
• Consumer research

Market in Brief

• A snacking culture
• Breakfast, the most important meal in the day
• How often do consumers eat breakfast?
• Breakfast food consumption

Internal Market Environment

• Key points
  • Figure 1: Agreement with selected lifestyle statements on diet and health, 2005-09
• A snacking culture
  • Figure 2: Agreement with statement ' I often eat between meals, I keep eating snacks' , by age, 2009
• Dietary issues
• The importance of breakfast
  • Figure 3: Agreement with selected lifestyle statements - 7-10-year-olds, 2009
• Concerns over obesity levels
  • 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

• Key points
• Impact of inflation on selected breakfast foods
  • Figure 6: Effect of inflation on selected breakfast foods, 2008 vs. 2009
• Population trends
  • Figure 7: Trends and projections in UK population, by age, 2004-14
• More women in the workplace
  • Figure 8: Working population, by gender, 2004-14
• Working hours affect eating habits
  • Figure 9: Trends in average working hours, 2005-09
  • Figure 10: Average trip duration, by trip purpose, 1995/97-2008

Breakfast Foods

• Key points
• Making breakfast food choices
• A healthy rise in bread and morning goods
  • Figure 11: UK retail value sales of bread and morning goods, 2004-09
• The occasional ' fry-up'
  • Figure 12: UK retail value sales of bacon, eggs and sausages, 2004-09
• Healthier options
  • Figure 13: UK retail value sales of yogurt and fromage frais, and smoothies, 2004-09
• Enjoying a cereal experience
  • Figure 14: UK retail value sales of breakfast cereals and cereal bars, 2004-09

The Consumer - Frequency of Eating Breakfast

• Key points
• Breakfast at home
  • 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
  • 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
  • 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?

• Key points
  • Figure 22: Food items eaten for breakfast, December 2009
• Breakfast cereals are the most popular breakfast choice
  • Figure 23: Profiles of consumers who eat hot or cold cereals, December 2009
• Spoilt for choice
  • Figure 24: Profile of consumers of other breakfast foods, December 2009
• A third of consumers enjoy a varied breakfast range
  • Figure 25: Repertoire of food items eaten for breakfast, December 2009
  • Figure 26: Food item eaten for breakfast, by repertoire of food items eaten for breakfast, December 2009
• Weekends reserved for more indulgent breakfasts
  • Figure 27: Food items eaten for breakfast, by number of times in the week they are eaten, December 2009

Appendix

• Advertising data
• Abbreviations

Appendix - Internal Market Environment

• 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

Appendix - Broader Market Environment

• Figure 34: Changes in grocery shopping habits in the last 12 months, December 2009
• Figure 35: New launches, by positioning claim, 2008 and 2009

Appendix - Innovations in Breakfast foods

• 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
• Figure 40: NPD in cereal bars, percentage of new launches, by positioning claim ' low/no/reduced calorie' by company, - 2008 and 2009

Appendix - The Consumer - Frequency of Eating Breakfast

• Figure 41: Most popular number of times in the week breakfast eaten at home or out of home, by demographics, December 2009
• Figure 42: Next most popular number of times in the week breakfast eaten at home or out of home, by demographics, December 2009 (continued)
• Figure 43: Most popular number of times in the week breakfast eaten at home or out of home, by demographics, December 2009 (continued)
• Figure 44: Next most popular number of times in the week breakfast eaten at home or out of home, by demographics, December 2009 (continued)

Appendix - The Consumer - What is Eaten for Breakfast?

• Figure 45: Most popular food items eaten for breakfast, by demographics, December 2009
• Figure 46: Next most popular food items eaten for breakfast, by demographics, December 2009 (continued)
• Figure 47: Repertoire of food items eaten for breakfast, by demographics, December 2009