It’s clear from the research that consumers are increasingly looking for breakfast options that are healthy, but don’t want to compromise on flavour or satisfaction.
For many people, healthy eating means finding a balance.
This means a breakfast that delivers on fibre, protein and slow release of energy, whilst still ticking the boxes for taste and convenience.
Josh Corrigan, Customer Development Director, UK, at St Pierre Groupe comments on behalf of the Baker Street brand: “We’re seeing this shift reflected in the growing demand for rye-based bakery products such as our Seeded Rye and Rye & Wheat loaves, and as a result, Baker Street is now the UK’s number one rye bread brand (IRI Circana). These breads offer a naturally higher fibre content than standard loaves and are often chosen by consumers looking to support their health and maintain energy throughout the morning.”
Health has become much more of a driver of everyday eating behaviour, not just a quick fix. The Kantar data shows nutrition is becoming central to people’s morning routine. Increasing numbers of consumers are looking for easy wins with their diet, and functional breads like those in the Baker Street rye range meet that need. They’re long-life, great tasting, and support a healthier lifestyle without adding complexity in terms of nutrition. Their extended life compared to short-life bakery products makes it easier for retailers to hold sufficient stocks and reduces the risk of wastage for those who introduce them to their range.
Baker Street’s bestselling products are the Baker Street sliced loaves, which include Sliced White and Sliced Brown loaves, Seeded Rye and Rye & Wheat loaves, and Burger Buns and Hot Dog Rolls.
The Baker Street brand is performing well in the major multiples, where its burger buns and hot dog rolls have seen significant growth in the past year.
Baker Street is the number one brand in rye bread (IRI Circana), with its Seeded Rye and Rye & Wheat, and the Baker Street products are driving the market, up 52 per cent in value and 56 per cent in volume.
Baker Street’s Burger Buns and Hot Dog Rolls are also performing well in breakfast sales, benefiting from the move to working from home/hybrid working, which means people have more time for extended breakfasts, and the trend for supersize meals, or ‘Americana,’ that has come through from foodservice. The brand’s Burger Buns and Hot Dog Rolls are perfect for a host of tasty meals, including bacon and egg baps and sausage rolls. They are also great for lunches and suppers, spontaneous get-togethers, and barbecues.
“Retailers can grow their breakfast sales by focusing on the main categories. In bread and bakery, retailers should build their ranges around recognised brands like Baker Street that cover all bases and enable them to maximise breakfast sales by offering an attractive range of products for all pockets and requirements,” adds Corrigan.
“Retailers should offer a broad range in each breakfast category from value to premium, covering all price points. They should review their sales data frequently and focus on the top-selling items, which in bakery includes traditional sliced bread for every day, speciality breads such as rye, and burger buns and hot dog rolls – and ensure the relevant products are available and there is plenty of stock. The Baker Street range covers all these, and their extended life means they are taking on a new value for retailers, as combating food waste and ensuring freshness become increasingly important to stores and their shoppers.”
Rachel Wells, Commercial Director at St Pierre Groupe comments on behalf of the St Pierre brand: “Breakfast remains the UK’s largest meal occasion, with 9 in 10 consumers eating it every day (Kantar) and bakery items bought by 99.9 per cent of the population, twice a week (Kantar).
“While some younger consumers may occasionally skip breakfast due to busy lifestyles, they’re also the group driving the fastest growth in bakery spend, particularly when it comes to breakfast on the go or weekend indulgences at home.
“Breakfast habits are evolving, and the rise in hybrid working means more people are grabbing breakfast on the go during “in office” days. This presents a clear opportunity for retailers, and at St Pierre, we’re delivering solutions that cater to both convenience and indulgence.”
Brands like St Pierre are resonating with this audience by aligning with lifestyle-led choices that prioritise flavour, experience, and affordable luxury.
Continental-style items are on the rise across all demographics, with shoppers keen to upgrade their everyday routines. As a result, breakfast is not only a staple, but an occasion, and one shoppers are increasingly willing to spend a little more on.
St Pierre’s individually wrapped morning goods are performing exceptionally well in food-to-go and convenience. They pair perfectly with hot drinks and offer an affordable, everyday treat that shoppers can pick up as part of their morning mission.
“At the same time, we’re seeing real appetite for replicating out-of-home breakfasts at home, and brands like St Pierre are winning by tapping into lifestyle-driven choices that prioritise flavour, experience and affordable luxury,” adds Wells. “Our take-home morning goods multipacks, particularly our premium croissants, and our brioche allow shoppers to upgrade their at-home brunch menus with ease.”
While health concerns are undoubtedly playing into many shoppers’ food choices, modern consumers are increasingly looking to indulge without the guilt, leading to the rise of “happy” treats, including at breakfast.
Sweet, guilt-free pleasures are becoming a focus for the industry as consumers allow themselves to have a little of ‘what makes them happy’, even if it doesn’t necessarily tick the box for typical health credentials. Consumers are aware of the balance of ‘health’ with ‘wellbeing’, and this is an area where St Pierre is winning.
St Pierre’s morning goods multipack offering includes Brioche Swirls, Chocolate Chip Brioche Swirls, Brioche Rolls, Chocolate Chip Brioche Rolls and Chocolate Filled Crepes, which are performing incredibly well in the UK market – particularly via convenience. In fact, St Pierre is the fastest growing crepes brand in the UK (Circana).
St Pierre All Butter Croissants, which boasts 30 per cent French-churned butter, as well as a larger serving size, for indulgent breakfasts at home, is also driving sales (IRI Circana). Croissants are one of the fastest-growing breakfast bakery segments, currently worth £140 million and delivering the most value growth, up 17 per cent year on year.
The brand’s brioche buns and hot dog rolls continue to fly as shoppers embrace premium options that allow for easy upgrades to at-home menus, including elevated breakfasts. St Pierre’s Brioche Bun sales go on growing, with consumers enjoying the products for breakfast, as well as lunch and dinner, because they offer affordable luxury.
Stephen Jones, UK Sales Director, Grupo Bimbo UK, comments on behalf of the NYB brand: “Breakfast remains one of the most dynamic occasions in bakery. For retailers, the opportunity lies in offering products that cater to multiple missions from quick weekday breakfasts to more indulgent weekend brunches. Consumers are increasingly seeking foods that feel both satisfying and functional, so stocking products that deliver convenience, versatility and health benefits is key.
“At New York Bakery, our bagels bridge both worlds perfectly. They’re quick and easy to prepare, ideal for the morning rush, yet special enough to elevate a weekend brunch at home. By offering a range that spans from core favourites to health-led alternatives, retailers can appeal to every shopper mission.”
Bakery remains a breakfast staple, sitting alongside cereal, spreads and hot drinks as part of the nation’s morning routine. Within bakery, bagels have carved out a unique space. Their versatility means they can deliver across multiple breakfast styles from high-protein, functional meals to indulgent brunch creations. With their authentic chew and ability to carry bold flavours, they continue to outperform other morning goods for enjoyment and satisfaction (Kantar).
Health is playing a bigger role in breakfast choices, but consumers don’t want to compromise on taste or texture. Today’s shopper is looking for “smarter swaps” that fit seamlessly into their lifestyle. This includes products that offer clear functional benefits like added fibre, higher protein or lighter options, without feeling restrictive.
“That’s exactly why we launched our Health & Wellness range, which includes Lighter, Fibre Plus and Protein Boost Bagels,” adds Jones. “Each variety has a meaningful health benefit – 30 per cent fewer calories, high fibre from grains and seeds, or 10g of plant-based protein per bagel – while maintaining our signature soft, chewy texture thanks to our authentic boil-and-bake method.”
The brand’s Original, Sesame and Cinnamon & Raisin Bagels continue to lead as category favourites within the breakfast space, loved for their versatility and quality. Alongside these, its new Health & Wellness range has been exceptionally well received, tapping into consumer demand for better-for-you options that still deliver on enjoyment.
The Health & Wellness range expands the bagel category into functional foods. It’s designed to help shoppers make everyday meals work harder for their wellbeing. With health-led bakery sales up 39 per cent in 2023 and 77 per cent of consumers actively trying to eat more protein (Talluna/Harris Interactive), the range brings genuine added value to the fixture.
New York Bakery continues to lead the UK bagel category (Circana), supported by strong brand loyalty and consistent investment in innovation.
“Retailers should ensure their breakfast bakery fixture reflects how people actually eat today – a mix of functional and indulgent options that work across multiple occasions. Stocking a strong balance of core and health-led products is key,” says Jones. “Clear merchandising, cross-category inspiration and standout brands that consumers trust for both taste and quality will drive sales.”
New York Bakery launched its biggest marketing push since 2020 with a new ‘Bakes You There’ campaign – a nationwide, multi-channel creative that brings the spirit of New York to UK homes. Running across TV, BVOD, digital and social, and supported by a six-month Channel 4 Breakfast sponsorship, it reached millions of consumers during key morning moments.
This was backed by refreshed packaging that amplified the brand’s NYC identity and united the entire range from the core range to the new Health & Wellness bagels, under one cohesive Masterbrand look.
“Visibility and versatility are key. Bagels are one of the few breakfast items that naturally extend into lunch and even dinner occasions, so they deserve prominent placement in-store,” advises Jones. “Highlighting health benefits, offering cross-merchandising ideas (e.g. with spreads or breakfast toppings), and keeping stock fresh will help maximise sales.”
Fabien Pasquier, Retail Sales Manager, Brioche Pasquier, comments: “In the morning, many consumers want a breakfast that is quick and easy or that can be eaten on the commute. For this reason, cereal bars and toast are always popular but for a breakfast with a difference, our brioche range has become a firm favourite in many homes due to its soft, pillowy texture and slightly sweet taste, making it perfect for a simple breakfast or a toasted roll loaded with bacon, eggs and mushrooms.”
Whether its rushing into the office or preparing children for school, consumers want convenient products that they can easily incorporate into their morning routine. Individually wrapped for freshness, Brioche Pasquier’s Pains au Chocolat are ideal for eating on the go, saving time amid the morning chaos. What’s more, thanks to their long shelf life the products can be purchased in multi-packs, allowing consumers to buy a large bag at the start of the week and have a delicious breakfast ready to go from Monday through to Friday. This provides consumers with an accessible and affordable solution to weekday breakfasts.
Consumers are increasingly conscious of what they are eating and are looking for ‘clean’ ingredients. Brioche Pasquier products do not contain any artificial colours, flavours or preservatives, instead they get their long life and rich flavour from ‘levain’. From Brioche Rolls to pancakes, all the products are made with wholesome ingredients, such as eggs and flour, and are based on the recipes of Gabriel Pasquier. His sons then used these to start the Brioche Pasquier Group, turning Gabriel’s popular brioche products into the much-loved brand that is now found in retail stores across the globe. When it comes to breakfast, Brioche Pasquier’s croissants are always a popular choice. Crafted using traditional bakery methods to create layers of pastry and butter, they are incredibly versatile and can be enjoyed plain or elevated into a filling breakfast by adding ingredients such as avocado, bacon and egg.
Brioche Pasquier Pancakes are soft and tasty, making them perfect for an indulgent breakfast, brunch, lunch or snack.
Along with the original Pancakes, the new Choc Chip version comes conveniently wrapped in packs of two pancakes which makes it very easy to pop a pack (of two) into a bag, pocket or lunchbox. They make an ideal snack to keep you fuelled through a busy working morning, at home or on the go. Like all Brioche Pasquier products, they are made with eggs and milk, are suitable for vegetarians and have been made to a simple recipe by expert bakers, using Rainforest Alliance Chocolate.
“Breakfast shelves need to be dependable while at the same time adding interest with new and different products,” adds Pasquier. “Brioche Pasquier offers the comfort of a familiar, well-established brand with over 50 years of ‘savoir-faire’ so our products are a staple for breakfast. From our Brioche Rolls to our Croissants, Pains au Chocolat and new Pancakes, we offer a twist on the normal breakfast routine that will encourage consumers to trade up and buy a premium branded product.”
Paul Muench, Wholesale and Convenience National Account Manager at CPUK, comments: “Retailers can capitalise on the breakfast market by focusing on convenience and health. The ready-to-eat cereal category is worth £1.51 billion annually (Circana), with a +1.1% increase in value sales (Circana), showing strong consumer demand. By stocking non-HFSS cereals that can be included as part of a balanced diet, retailers can meet the growing appetite for healthier, quick breakfast options.”
In 2024, over 85% of Nestlé Cereals’ portfolio was classified as non-HFSS, according to the UK Government’s Nutrient Profiling Model. Consumers are increasingly seeking products with whole grain and fibre, and Nestlé’s green banner and clear front of pack nutrition labelling helps consumers to make more informed choices.
Cheerios® stands out as a best-seller. Multigrain Cheerios are high in fibre from oats, wheat and barley and it’s fortified with vitamins in mineral such as iron, calcium and B vitamins to support a balanced diet.
In October, CPUK launched Very Berry Cheerios, expanding the Cheerios portfolio with a product designed to appeal to families. This new breakfast cereal offers the delicious taste of berries in every bite, is high in fibre from a blend of oats, wheat, and barley, and is fortified with seven vitamins, calcium, and iron making it a tasty and nutritious choice for busy mornings.
Nestlé Cereals is performing strongly, with a growing share in the non-HFSS segment and continued consumer trust. The brand’s emphasis across most of the portfolio on whole grain and fibre resonates with health-conscious shoppers, helping drive category growth.
CPUK is supporting two of its iconic cereal brands with above-the-line marketing campaigns in 2025. First up is the Cheerios “Little Wins” campaign, running across TV, Video on Demand, and YouTube. This campaign is designed to drive top-of-mind awareness and consideration for the Cheerios brand, celebrating the small everyday victories that matter to families. Secondly, Shredded Wheat is launching its new campaign, “It Simply Does It”, which champions the power of simplicity in today’s fast-paced world. The campaign highlights that Shredded Wheat is made with just one ingredient, 100% Whole Grain Wheat, reminding consumers of its honest, no-nonsense ingredients. This campaign is being broadcast across TV, Video on Demand, online platforms, and radio, ensuring strong reach and resonance with the target audience.
Scott Bayliss, Head of Sales for Weetabix, comments: “There is more stability in the cereal market this year, with brand volumes recovering and less switching overall. Total branded volume decline is now much lower at 1.7% in June as opposed to 8.2% in January (Kantar) – a clear sign of normalisation returning within the category, with Weetabix Original and Weetabix Minis both seeing total market value and volume growth in June (Kantar).”
Fuelling the nation for more than 90 years, Weetabix is the nation’s favourite breakfast cereal (Kantar). With variants in family kitchens across the country such as Original, Flavours, Minis, Oatibix and Melts, the Weetabix portfolio is worth a whopping £181m and is present in a third of all UK households (Kantar).
Weetabix Crispy Minis has become the fastest-growing brand within the top ten Tasty Cereal category, with a +15% increase in value sales year-on-year (Nielsen). This growth is a testament to the product’s unique appeal of great taste and nutrition, which has resonated strongly with family households across the UK. Non-HFSS compliant and featuring no ‘red traffic lights’ on the packaging, it makes for a fun yet healthy breakfast cereal that can be enjoyed by all ages.
The brand’s success is further highlighted by a +21% increase in new shoppers, indicating a growing base of loyal customers.
“Breakfast is known as the most important meal of the day and so it’s important that cereal consumers are able to choose both healthy and nutritious breakfasts for themselves and their families,” adds Bayliss. “Functional claims, such as high protein, have strong links with health in consumers’ minds, but it is important that products also offer additional nutritional benefits, such as high fibre and low sugar –Weetabix Protein delivers on all counts!
“It is part of our commitment to offer a range of nutritious and delicious breakfast cereals that can be enjoyed as part of a balanced diet. This means the Weetabix brand is a symbol for good food that shoppers can trust, made simply with ingredients that are wholesome and nutritious, as well as being HFSS-compliant for retailers.”
All Weetabix-branded products were HFSS compliant before legislation was introduced and offering consumers healthy choices to start their day.
Josephine Taylor, Marketing Director at Quaker, comments: “The last year has seen the breakfast market continue to evolve, owing to changing consumer demands and habits. From busy, active mornings to health-driven choices, the breakfast category is evolving and Quaker is at the forefront. Retailers can maximise breakfast sales by tapping into the variety of growing and evolving shopper trends – from convenience to taste and health, through the whole range of consumer missions, including on-the-go breakfast occasions as well as more traditional at-home breakfasts.
“We are committed to investing in our portfolio, whether that’s through NPD or high-impact campaigns such as our partnership as the Official Cereal Partner of Team GB. This is to ensure that Quaker remains at the forefront of delivering innovative, high-quality products that remain front of mind and meet the evolving preferences of our consumers.”
There is an increasing preference among shoppers for healthier breakfast products, but they are on the lookout for more choice. Nearly a quarter of shoppers are health-conscious individuals who actively seek nutritious and tasty breakfast options but struggle to find products that aren’t overly processed (Bolt).
That is why Quaker recently launched Quaker Oats & Fruit, a flavour-packed breakfast range designed to meet the evolving needs of today’s health-conscious shoppers. The new range is available in two delicious flavours: Summer Fruits and Exotic Fruits. Both products are made with wholegrain oats, real fruit and nothing else, with no added sugar or artificial ingredients. Available in sachets that cook in just two minutes with a splash of milk, the range offers a breakfast option that is easy and quick to make for busy consumers that delivers on taste, convenience and health – the three biggest drivers in the breakfast category (Kantar).
Quaker’s trusted brand heritage and strong shopper appeal makes Quaker Oats & Fruit well-positioned to drive category growth and customer loyalty. It will not only attract new consumers looking for healthier options but also re-engage existing Quaker shoppers with an innovative twist on a familiar favourite.
“In line with the latest consumer trends – whether that be shoppers looking for additional benefits, healthier choices or more convenient options, we have seen this reflected within Quaker’s performance across the past year,” adds Taylor.
“Oats are already perceived as a nutritious breakfast option, as consumers look to fuel the start of their day in the right way. However, many consumers are also looking for added benefits that can support their lifestyles, such as high protein breakfast and brunch options. This is reflected through our Quaker Protein range, which grew by +73% in 2025 – the range continues to grow year-on-year (Nielsen).
“As a leading player in the growing protein porridge segment, we are committed to bridging the gap between performance nutrition and everyday vitality. As a result, our Protein range includes our Original and Golden Syrup flavours, and we have also introduced a Peanut Butter variant for those shoppers looking for bold and exciting new flavours in their breakfasts. The range is available in sachet and pot formats, to maximise the sale opportunity across all consumer missions and occasions.”
Susan Nash, Mondelez International’s Trade Communications Manager, comments: “Retailers can best capitalise on the breakfast market by utilising the on-the-go format, as we’ve seen a 6% year-on-year increase in on-the-go missions within healthier biscuits, with shoppers increasingly looking for healthier breakfast options while out and about. Brands like belVita and Cadbury Brunch are therefore a key pillar of a retailer’s breakfast range as they offer a range of formats and popular flavours and cater to shoppers looking for on-the-go breakfast options. We can expect that breakfast and snack options that are individually packaged and are easy to pop into a bag to eat on the go will continue to grow this year too as hybrid working continues.”
Healthier biscuits are in growth (Nielsen) and therefore a key part of any retailer’s breakfast range to offer shoppers a convenient and tasty breakfast option that is great for on-the-go consumption or at home. The belVita Soft Bakes range is non-HFSS, including bestselling Soft Bake Choc Chip and Choco Hazelnut.
Mondelez also launched a new limited-edition belVita Duo Crunch Choco Hazelnut, available until December 2026. It’s the perfect combination of chocolate, the number one flavour in healthier biscuits, alongside high fibre and belVita’s signature blend of five wholegrains.
For shoppers looking for the iconic taste of Cadbury in their morning snack, Cadbury Brunch has also tapped into the growing trend towards healthier snacks with last year’s launch of a non-HFSS range, Cadbury Brunch Light. The Cadbury Brunch Light range is non HFSS, with each bar containing fewer than 100 calories.
Cadbury Brunch is growing penetration (+2.3 ppt) in total Healthier biscuits category (Kantar) as more consumers are turning to Cadbury Brunch for their tasty mid-morning snack or throughout the day on the go. The brand has also recently redesigned its entire range to stand out further on shelves and capture shoppers’ attention. The crafted designs, incorporate bold text and imagery in order to showcase the irresistible taste and quality ingredients that only a household favourite like Cadbury can deliver.
Cadbury Brunch has also recently introduced a new value pack (10 Pack) size offering for its number one healthier biscuit SKU (Nielsen), Cadbury Brunch Chocolate Chip, which is topped with chocolate chips and dipped in Cadbury’s famous milk chocolate. Perfect for the family stock up shopper mission.
Ash Byrne, n?kd. Marketing Manager, comments: “Cereal continues to be a popular fixture in independent convenience stores, providing shoppers with a trusted and familiar breakfast option. However, as time-poor consumers look for convenient, no-prep solutions to support their busy lifestyles, cereal bars have emerged as a standout sub-category – offering a portable, fuss-free option that can be enjoyed at home or on-the-go. More consumers than ever are prioritising Better For You snacking – including cereal bars – which has grown +14.6% in value sales in the convenience channel over the past year (Circana). This could be a result of more consumers looking for healthier breakfast options.
Growth in Better For You snacking is being fuelled by two key areas: Everyday Nutritious snack bars (+£31m in two years, Circana), which prioritise natural ingredients, and Lifestyle Energy bars (+£13m in two years, Circana), which focus on added protein.
“This shows that when it comes to cereals bars, shoppers are prioritising holistic health, taste, and function. The brands winning in this space are those that balance Better For You with bold great-tasting flavours. Shoppers want simple, natural ingredient lists – and if a cereal bar can feel as satisfying as an indulgent treat, while also delivering an added health benefit like protein or fibre, even better,” adds Byrne.
“With consumers busier than ever, protein has become a key growth driver within cereal bars. In convenience, the demand for on-the-go, protein-rich options is soaring, especially among active shoppers – with 63% of convenience shoppers saying they have a very active lifestyle, and 70% considering high protein an important factor when purchasing healthier cereal bars (Savvy Shopper).”
TREK Marketing Manager, Alice Boardman, comments: “Breakfast is an important part of the morning for consumers across the UK, offering a prime opportunity to fuel-up for the day ahead. And, with mornings getting busier, demand for convenient options is stronger than ever, both in and out of home.
“Whether it’s a quick bite before the morning commute, post-gym fuel, or something to grab after getting the kids out the door, consumers are looking for breakfast options that satisfy morning hunger, whilst helping them to navigate busy morning routines. Even at home, where hybrid working remains common, shoppers are still looking for easy, no-prep options that deliver on both taste and nutrition. It’s this versatility that’s helping cereal bars perform so strongly – especially in the convenience channel, where the category is up +3.2% (Circana).”
At the same time, shoppers aren’t just looking for speed – they’re prioritising health, too. Over half (53%) say natural ingredients are a top purchase driver (Attest), which has led to Better For You snack bars – which includes Cereal Bars – growing by +£44m over the past two years (Circana). Protein-led Lifestyle Energy bars account for £13m of that growth alone (Circana), as more consumers than ever recognise the power of fuelling up properly first thing.
TREK is one of the top-performing brands, ranking as the 6th biggest in Cereal Bars (Circana) and the number 2 Protein Bar brand (Circana), exceeding £30m in RSV (Circana).
Ross Davison, Head of Convenience at Kepak (Foods Division), home of Rustlers, comments: “Rustlers, the UK’s leading chilled ready meal brand valued at over £118m (Nielsen) and outperforming the micro-snacking category with annual growth of 2.1% (Nielsen), is enabling convenience retailers to compete head on with quick service restaurants (QSRs) for the all-important breakfast market.
The brand’s award-winning all-day breakfast range includes top-performing SKU, the All Day Breakfast Sausage Muffin.
The All Day Breakfast Sausage Muffin (RRP £1.95, outers of 4) is one of Rustlers top-selling products in the convenience channel as it offers on the go consumers the choice of a substantial breakfast option. Rustlers’ breakfast offering provides a profit-boosting category solution throughout the day, with the range not only covering the key consumption occasions of breakfast, but also lunch and dinner, with a significant presence in key shopper missions of food to go, top up and meal for tonight.
Rustlers breakfast shoppers are important to convenience retailers as they tend to shop earlier in the day but also stock up on additional meals for later in the day and weekends too.
The Rustlers brand underwent a total brand refresh earlier this year, making the market-leading range more relevant to consumers, improving the clarity of messaging on-pack and driving clearer differentiation between Rustlers Burgers, Sandwiches and Subs.
New product names and images were introduced, along with consistent colouring for different types of protein (i.e. meat, chicken etc.). With shoppers increasingly looking for products to air fry, a cooking sticker now features on the front of pack, highlighting the quickest, most convenient hero cooking methods with a range of ‘To Your Taste’ cooking options.
Ewa Moxham, UK Head of Marketing at Yoplait, comments: “97% of consumers have breakfast (Kantar), and it’s the least likely meal occasion to be skipped as people look to start the day on a positive note (Kantar). Fewer households are purchasing traditional breakfast categories such as bread, cereals, juices and smoothies, which have declined in penetration year-on-year (NielsenIQ), and so retailers should be looking to alternative categories that meet growing consumer demand for convenient, but healthier options for breakfast.”
More households are buying yoghurts, with penetration growing to over 96% (NIQ). Yoghurts and Dairy drinks value sales are growing by 6.5% and volume sales are growing by 5.9% (NielsenIQ), reflecting the true growth in consumption. It’s a growing opportunity and dairy drinks can be enjoyed across many mealtimes, including breakfast, and across age ranges. People are also consuming yoghurts on more occasions, with total occasions growing by +6% yoy, largely driven by growth in breakfast, but also in snacking (Kantar). This presents opportunities for growth of larger pots for the in-home breakfast occasion and portable formats for snacking and on the go.
With consumers increasingly opting for homemade breakfasts featuring plain yoghurt alongside fruit and muesli, the demand for plain and Greek yoghurt is surging, growing at 21.7% and representing a £607 million market (NielsenIQ). The plain, natural, and Greek yoghurt category remains highly attractive in the UK, contributing to a +£108 million value increase (NIQ).
“Breakfast is the most important meal of the day — especially for kids — and for good reason. A nutritious breakfast sets the stage for learning, focus, and energy throughout the day. Yet, busy mornings can make it challenging to ensure children get the right start. This presents a significant opportunity for retailers to highlight yoghurt as a convenient and nutritious breakfast choice for kids, expanding usage occasions,” adds Moxham.
“With nearly a quarter of the children in the country being either obese or overweight by age five (UCL), convenient yet nutritious breakfast options have never been more important. Additionally, over a million children are at risk of poor development due to a lack of key nutrients like calcium and vitamin D—both of which are found in dairy products and essential for growing kids.”
Kids yoghurts in the UK are growing, around 1.7% in value sales, increasing to 4.2% (NIQ). Kids yoghurts are enjoyed throughout the day, with Lunch and Dinner being the biggest occasions, however breakfast is the fastest growing occasion for Kids yoghurts, growing at 8% year on Year (Kantar).
“Within the grocery channel, there is a £12.8m opportunity (Nielsen + Kantar) in kids’ yoghurts and dairy, with the category as a whole growing at 6.5% in value sales (NIQ) and experiencing positive penetration growth at +1.1%, and unit sales growth of +2.2% (Nielsen),” says Moxham. “Retailers should stock products with a focus on health to ensure that kids’ nutrition is prioritised, as well as allow for more space for kids’ yoghurt in the dairy aisle. In turn, this will allow growth of incremental sales.”
UFIT, the UK’s No.1 RTD protein brand (Nielsen), is expanding its ready-to-drink protein range with the launch of UFIT Brekkie Shake, designed to make breakfast quick, nutritious, and portable.
UFIT Brekkie Shake comes in Banana and Blueberry flavours, packing an impressive 28g of protein. With added fibre and vitamins to support energy, strength and immunity, it’s designed to power busy mornings and make breakfast on the move feel that little bit more special.
The launch taps into rising demand for on-the-go breakfasts, which have grown 8.5% (Kantar) in the past year as work patterns return to pre-pandemic norms. UFIT Brekkie Shake will retail at £2.75, with an introductory price of £2.
With 20 billion breakfasts consumed across the UK in the past year (Kantar), breakfast remains the least skipped meal of the day – but it’s also seen as one of the biggest unmet needs when it comes to protein (Kantar). Today’s consumers are often looking for breakfasts that keep them full and fuelled without slowing them down. UFIT Brekkie Shake is designed to meet this demand: quick to grab from the chiller and packed with protein.
Angie Turner, Head of Marketing at Lacka Foods, said: “Breakfast is the most important meal of the day, but it’s also one people often struggle to make time for. With UFIT Brekkie Shake we wanted to create something that’s quick, nutritious and satisfying without compromise.
“We’re excited to bring this innovation to market and help make breakfast easier for busy people across the UK. Packed with protein, fibre and vitamins, consumers can fuel their mornings and get on with their day feeling energised.”
Bill Randles, Managing Director of SuperNutrio, comments: “With all the recent noise surrounding ultra-processed food and additives, more consumers are going back to basics, choosing whole foods and ingredients that they can trust. Breakfast has long been recognised as an important start to the day, but now, more than ever, people are looking for morning meals that deliver nourishment as well as great taste. It is more than a quick grab on the go, with breakfast being seen as an opportunity to nourish the body with simple foods that provide sustained energy, nutritional value and a satisfying start to the day.”
“A back-to-basics approach remains one of the most effective ways to support healthy eating. Natural sources of protein, like milk and eggs, provide the amino acids our bodies need for sustained energy throughout the morning. Replacing ordinary cow’s milk with SuperNutrio helps support satiety and maintain steady energy levels. Even a simple glass of SuperNutrio in the morning makes a meaningful contribution to daily nutritional needs, and adding SuperNutrio to other whole foods, or even in your morning cup of tea, can help boost the overall nutritional value of breakfast.”
SuperNutrio whole cow’s milk, which provides 100% more protein and 80% more calcium than ordinary milk, can be easily incorporated into regular breakfast favourites such as cereals, scrambled eggs, and smoothie bowls, all of which are quick to prepare, or put in overnight oats, which can be prepared in advance to suit busy lifestyles. It’s naturally high protein and calcium content keeps energy levels steady throughout the morning, helping to avoid sugar crashes or mid-morning slumps.
Shoppers are paying closer attention to what goes into their food, looking for products with clear, transparent ingredients they can trust. Yet convenience remains a key factor, with busy mornings often driving people toward ready-to-eat options. The encouraging news is that nutritious breakfasts don’t have to be complicated. Simple, wholesome options using naturally rich ingredients, make it easy to start the day well. “By focusing on familiar, high-quality ingredients, breakfast can be both convenient and nourishing,” adds Randles. “SuperNutrio offers a simple, protein-rich way to start the day feeling satisfied, energised and ready for whatever comes next.”
Sam Maguire, UK Country Lead, Oddlygood Group, comments: ”Consumers are looking to make simple, feel-good swaps at breakfast that fit into their existing routines. Our Plant-based Glass Ceiling Report highlights a clear opportunity for retailers. Over half (53%) of consumers who have stopped drinking plant-based drinks in the past 12 months would be likely to go back – and breakfast was highlighted as the key occasion to do so across low (51%) and lapsed users (54%).
“The report revealed low users of plant-based drinks would be most persuaded back to the category by clear on-pack health information (33%), so it’s key for retailers to stock a range of drinks made with simple, recognisable ingredients to unlock growth and keep shoppers coming back.”
A key breakfast sub-category is plant-based drinks, particularly within the coffee occasion, which remains a central part of the morning routine. Of those surveyed in the Plant-based Glass Ceiling Report, almost half (48%) make coffee at home every day, 41% say a good foam is essential, and over half (51%) are keen to experiment with new flavours and ingredients. This highlights a clear opportunity for barista-style, plant-based options that elevate the at-home breakfast experience. For retailers looking to drive frequency at the breakfast occasion, offering a diverse range of plant-based drinks can help attract health-conscious shoppers and fuel category growth.
“Health is a key consumer consideration when purchasing a breakfast product,” adds Maguire. “That focus has been driven by Covid and more recently, the increased focus on ultra-processed foods and ingredient lists. We know 33% of low plant-based drink users want to see clear, accredited health information on pack, 27% will only buy plant-based drinks if they are confident they contain natural ingredients and 26% would like to understand more about how plant-based drinks are made. This highlights how important it is to stock a range of breakfast drinks and products from brands that are transparent on ingredients and how the products are made.”
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