http://www.researchmoz.us/breakfast-eating-habits-uk-april-2014-report.html Operators could look to marketing to reposition breakfast as a way to connect people or to offer a bit of me-time before tackling the day, reminding consumers that, for example, a bowl of porridge or a crumpet with butter is worth savouring. Table of Content Introduction Definition Abbreviations Executive Summary The market Figure 1: UK retail value sales of selected breakfast foods, 2008-18 Market factors Rise in consumer expenditure and confidence Sugar is an ongoing concern Demographic changes are set to impact the breakfast market Companies, brands and innovation Hot cereals see biggest growth in NPD Figure 2: Share of new product launches in typical breakfast food markets, by sub-category, 2011-13 The consumer Almost all adults eat breakfast at home, more than half doing so every day Figure 3: Frequency of eating breakfast, by location, February 2014 Breakfast cereals are most popular at home, hot rolls/sandwiches when out of home Figure 4: Types of breakfast foods eaten at home and out of home, February 2014 Ease of preparation is most important when eating breakfast at home Figure 5: Factors influencing choice of breakfast products at home and out of home, February 2014 Three in 10 tend to eat breakfast with others, while the same number enjoy taking their time Figure 6: Attitudes towards breakfast, February 2014 What we think Issues and Insights An ongoing role for convenience in the breakfast sector The facts The implications How can bread brands compete with cereal? The facts The implications Marketing breakfast as me-time or a way to reconnect with others can challenge convenience proposition The facts The implications For More Information Kindly Contact: Email: sales@researchmoz.us WebSite: http://www.researchmoz.us/ Blog: http://deepmarketresearchreports.blogspot.com

1. Breakfast Eating Habits - UK - April 2014
Operators could look to marketing to reposition breakfast as a way to connect people or to offer a bit of me-time before tackling the day, reminding consumers
that, for example, a bowl of porridge or a crumpet with butter is worth savouring.
table Of Content
introduction
definition
abbreviations
executive Summary
the Market
figure 1: Uk Retail Value Sales Of Selected Breakfast Foods, 2008-18
market Factors
rise In Consumer Expenditure And Confidence
sugar Is An Ongoing Concern
demographic Changes Are Set To Impact The Breakfast Market
companies, Brands And Innovation
hot Cereals See Biggest Growth In Npd
figure 2: Share Of New Product Launches In Typical Breakfast Food Markets, By Sub-category, 2011-13
the Consumer
almost All Adults Eat Breakfast At Home, More Than Half Doing So Every Day
figure 3: Frequency Of Eating Breakfast, By Location, February 2014
breakfast Cereals Are Most Popular At Home, Hot Rolls/sandwiches When Out Of Home
figure 4: Types Of Breakfast Foods Eaten At Home And Out Of Home, February 2014
ease Of Preparation Is Most Important When Eating Breakfast At Home
figure 5: Factors Influencing Choice Of Breakfast Products At Home And Out Of Home, February 2014
three In 10 Tend To Eat Breakfast With Others, While The Same Number Enjoy Taking Their Time
figure 6: Attitudes Towards Breakfast, February 2014
what We Think
issues And Insights
an Ongoing Role For Convenience In The Breakfast Sector
the Facts
the Implications
how Can Bread Brands Compete With Cereal?
the Facts
the Implications
marketing Breakfast As Me-time Or A Way To Reconnect With Others Can Challenge Convenience Proposition
the Facts
the Implications
trend Application
trend: Help Me Help Myself
trend: Without A Care
trend: Slow It All Down
market Drivers
key Points
rise In Expenditure And Confidence
Breakfast Eating Habits - UK - April 2014

2. figure 7: Consumer Expenditure, At Constant 2013 Prices, 2008-18
figure 8: Gfk Nop Consumer Confidence Index, Monthly, January 2008-february 2014
prices Have Stabilised But Rises Remain Likely
falling Unemployment Should Have A Small Positive Impact On Out-of-home Occasions
figure 9: Employment And Unemployment, By Gender, 2008-18
sugar Content Is A Concern, Especially For Parents
operators Look To Added Benefits To Drive Interest
demographic Changes Create Opportunities In The Breakfast Market
figure 10: Trends In The Age Structure Of The Uk Population, 2008-13 And 2013-18
growth In 25-34s Should Benefit Out-of-home Breakfast
over-55s Provide A Boost To The At-home Breakfast Occasion
household Changes Provide Potential For Npd
figure 11: Uk Households, By Size, 2008-18
sales Performance Of Selected Products
key Points
definition
overall Sales Performance Of Selected Products Commonly Eaten At Breakfast
figure 12: Uk Retail Value Sales Of Selected Breakfast Foods, 2008-18
figure 13: Index Of Uk Retail Value Sales Of Selected Breakfast Foods, 2008-18
hot Cereals See Strong Growth
bread And Baked Goods Sales Affected By Rising Wheat Prices
yogurt Is Seen Firstly As A Snack
cereal, Energy And Snack Bars Are Still Niche
sales Of Bacon And Sausages Driven By Rising Inflation
figure 14: Uk Retail Value Sales Of Bacon And Sausages, 2008-13
hot Rolls/sandwiches Are More Popular Out Of Home Than In
eggs Offer Versatility
who’s Innovating?
key Points
definition
bread Dominates But Hot Cereals See The Biggest Growth In Npd
figure 15: Share Of New Product Launches In Typical Breakfast Food Markets, By Sub-category, 2011-13
bread Brands Look To Stand Out Through Specialised Products
breakfast Biscuits Continue To Attract More Entrants
convenience Claims Rise In Prominence
figure 16: Share Of New Product Launches In Hot Cereals, By Convenience Claims, 2011-13
operators Continue To Look To The On-the-go Breakfast Occasion
children’s Yogurt Products Have Managed An On-the-go Positioning, Despite Chilled Format
packaging Innovation Facilitates Trial And Ease Of Use
mini Packs Aim To Encourage Experimentation
foodservice Trends Provide Inspiration
retail Could Look To Foodservice’s Examples On Satiety
functional Associations Could Offer Differentiation
handheld Items Offer Added Convenience
brand Communication And Promotion
key Points
total Adspend Declines Slightly Since 2011
figure 17: Total Media Advertising Expenditure In The Breakfast Foods Market, 2011-14
cereals Account For Almost Half Of Adspend, By Category
figure 18: Total Media Advertising Expenditure On Breakfast Food Products, By Category, 2011-14
kellogg’s Monopolises Adspend But Has Cut Back Since 2011
figure 19: Total Media Advertising Expenditure On Breakfast Food Products, By Top 10 Advertisers (sorted By 2013), 2011-14
kellogg’s Special K Cereal Leads Spend By Brand
figure 20: Total Media Advertising Expenditure On Breakfast Food Products, By Top 10 Brands (sorted By 2013), 2011-14
the Consumer – Breakfast Habits
Breakfast Eating Habits - UK - April 2014

3. key Points
almost All Adults Eat Breakfast At Home, More Than Half Doing So Every Day
figure 21: Frequency Of Eating Breakfast, By Location, February 2014
more Than Half Of Adults Eat Breakfast Out Of Home, A Third Doing So At Least Once A Week
higher Earners Are More Likely To Eat Breakfast Out Of Home
figure 22: Frequency Of Eating Breakfast Out Of Home, By Gross Annual Household Income, February 2014
grocery Stores Are The Most Popular Location For Buying Out-of-home Breakfast
figure 23: Venues Visited To Buy Breakfast, November 2012
two Fifths Of Adults Eat Breakfast At Work/school/college
figure 24: Where Breakfast Is Typically Eaten Out Of Home, February 2014
the Consumer – Breakfast Foods Eaten At Home And Out Of Home
key Points
breakfast Cereals Are The Most Popular Option At Home
figure 25: Types Of Breakfast Foods Eaten At Home And Out Of Home, February 2014
porridge Enjoys Ongoing Popularity
figure 26: Porridge Eaten For Breakfast At Home And Out Of Home, By Age, February 2014
breakfast Occasion Poses An Opportunity For Fruit Products To Engage With The Young
figure 27: Fruit Eaten At Home And Out Of Home At Breakfast, By Age, February 2014
hot, Indulgent And Convenient Breakfast Foods Appeal When Out Of Home
repertoire Of Breakfast Foods Eaten, At Home And Out Of Home
figure 28: Repertoire Of Types Of Breakfast Foods Eaten At Home And Out Of Home, February 2014
the Consumer – Factors Influencing Choice Of Breakfast Foods
key Points
ease Of Preparation Is The Most Important Factor When Eating Breakfast At Home
figure 29: Factors Influencing Choice Of Breakfast Products At Home And Out Of Home, February 2014
quick And Easy-to-eat Breakfast Formats Appeal To More Than A Quarter When Eating Out Of Home
fuller For Longer Claim Resonates Both At Home And Out Of Home
flavour Is More Important Than Health
figure 30: Factors Influencing Choice Of Breakfast Products At Home, By Age, February 2014
the Consumer – Attitudes Towards Breakfast
key Points
three In 10 Tend To Eat Breakfast As A Family, While The Same Number Enjoy Taking Their Time
figure 31: Attitudes Towards Breakfast, February 2014
figure 32: Agreement With The Statement ‘i Enjoy Taking My Time Eating Breakfast’, By Age, February 2014
full-time Employees And Those In Full-time Education Say They Struggle To Have Time To Make Breakfast
breakfast As A Weight Management Tool
young Look To Healthier Foods Most
variety Appeals Most To High Earners
appendix – Market Drivers
figure 33: Consumer Price Index Annual Percentage Change For All Foods; Milk, Cheese And Eggs; And Bread And Cereals, 1999-2013
figure 34: Weekly Commodity Prices Of Wheat England And Wales, January 2011-january 2014
appendix – The Consumer – Breakfast Habits
figure 35: Frequency Of Eating Breakfast, By Location, February 2014
figure 36: Frequency Of Eating Breakfast, By Location – At Home, By Demographics, February 2014
figure 37: Frequency Of Eating Breakfast, By Location – Out Of Home, By Demographics, February 2014
figure 38: Where Breakfast Is Eaten Out Of Home, February 2014
figure 39: Where Breakfast Is Eaten Out Of Home, By Demographics, February 2014
Breakfast Eating Habits - UK - April 2014

4. appendix – The Consumer – Breakfast Foods Eaten At Home And Out Of Home
figure 40: Types Of Breakfast Foods Eaten At Home, February 2014
figure 41: Types Of Breakfast Foods Eaten Out Of Home, February 2014
figure 42: Most Popular Types Of Breakfast Foods Eaten At Home, By Demographics, February 2014
figure 43: Next Most Popular Types Of Breakfast Foods Eaten At Home, By Demographics, February 2014
figure 44: Most Popular Types Of Breakfast Foods Eaten Out Of Home, By Demographics, February 2014
figure 45: Next Most Popular Types Of Breakfast Foods Eaten Out Of Home, By Demographics, February 2014
figure 46: Repertoire Of Types Of Breakfast Foods Eaten At Home, February 2014
figure 47: Repertoire Of Types Of Breakfast Foods Eaten At Home, By Demographics, February 2014
figure 48: Repertoire Of Types Of Breakfast Foods Eaten Out Of Home, February 2014
figure 49: Repertoire Of Types Of Breakfast Foods Eaten Out Of Home, By Demographics, February 2014
appendix – The Consumer – Factors Influencing Choice Of Breakfast Foods
figure 50: Factors Influencing Choice Of Breakfast Products At Home, February 2014
figure 51: Factors Influencing Choice Of Breakfast Products Out Of Home, February 2014
figure 52: Most Popular Factors Influencing Choice Of Breakfast Products At Home, By Demographics, February 2014
figure 53: Next Most Popular Factors Influencing Choice Of Breakfast Products At Home, By Demographics, February 2014
figure 54: Other Factors Influencing Choice Of Breakfast Products At Home, By Demographics, February 2014
figure 55: Most Popular Factors Influencing Choice Of Breakfast Products Out Of Home, By Demographics, February 2014
figure 56: Next Most Popular Factors Influencing Choice Of Breakfast Products Out Of Home, By Demographics, February 2014
figure 57: Other Factors Influencing Choice Of Breakfast Products Out Of Home, By Demographics, February 2014
figure 58: Attitudes Towards Protein And Foods High In Protein, By Demographics, November 2012
appendix – The Consumer – Attitudes Towards Breakfast
figure 59: Attitudes Towards Breakfast, February 2014
figure 60: Most Popular Attitudes Towards Breakfast, By Demographics, February 2014
figure 61: Next Most Popular Attitudes Towards Breakfast, By Demographics, February 2014
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Breakfast Eating Habits - UK - April 2014