BREAKFAST – Breakfast time – Still a Great British habit

According to Mintel, the recession years have strengthened the British habit of eating breakfast at home every day as part of our daily routine. The research experts say this habit has become more pronounced in recent times, with breakfast at home viewed as a cost-effective option that helps stretch discretionary income further. It’s welcome news for sales of breakfast-related products in supermarkets, Co-ops and convenience store chains.

chazSome 67% of consumers regularly eat breakfast at home. Almost half of all consumers eat breakfast at home more often to save money, rising to 59% among 16-24s. This suggests that breakfast out of home is viewed as a luxury or something that can easily be cut back on. Nearly two thirds of consumers view breakfast as part of their daily routine with a bias to older consumers, who are most likely to eat it, as in 76% of over-55s and 83% of retired. Just 5% of us currently eat breakfast out of home; 61% never do.

What we eat in the mornings is equally revealing. Just over half of all consumers eat cold cereal for breakfast, rising to 63% among 16-24s. Cold cereal remains a quick and convenient breakfast option, with innovation traditionally focused on younger consumers. With 92% of us having eaten breakfast cereals in the last six months, they are a household staple here, transcending all ages and socio-economic groups.

Eating into cornflakes’ territory, as any-time snacking continues to tighten its grip on our eating habits, quick-to-cook microwavable burgers are now featuring more on the breakfast table. Hot, quick & tasty products, including microwavable burgers, are meeting growing consumer demand for food that can be prepared in a matter of minutes. This includes at breakfast when people often want hot, tasty food, but haven’t got the time or inclination to prepare a traditional cooked breakfast, particularly after a night out, says John Armstrong, Marketing Director of Kepak Convenience Foods, makers of Rustlers micro-snacking burgers.

So what does the next generation think? Two thirds of children aged 7-10 agree breakfast is the most important meal in the day, but as they hit teenage they are less likely to value breakfast as an essential daily meal. 16-24s are twice as likely as the average Brit not to have time to eat breakfast, which seems to be a cultural change, with less emphasis placed now on eating breakfast compared to a generation ago. Watch this space!

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