It’s always been classed as the most important meal of the day, but it looks like the British public are starting to take notice. Last year 16.6m Brits had breakfast making it the largest meal occasion in the home. Consumption has risen over the last few years with a 4% increase on 2007’s levels. It’s not just the quantities which are increasing – the choices are too with brioche, pancakes and muffins being popular options. The average cost per head is 43p a meal so it’s clear to see why people are opting to eat before they leave the home.
Children remain the main consumers of breakfast with suppliers looking to provide a healthy start to the day whilst ensuring it has appetite appeal. In order to drive consumption in the adult market there is a shift towards the format for healthy breakfasts on the go, such as Tropicana single-serve juice, Quaker Oat So Simple bars, Kraft Foods’ Belvita biscuits and Jordans cereal bars which recently spent £2.5m on a TV ad campaign. But with all these new exciting alternatives, let’s not forget toast which is the second most popular in-home breakfast option; also the humble egg which 90% of UK households buy on a regular basis making the UK egg market worth £789.3m.
If suppliers can continue to bring innovative new concepts to the breakfast market and the health benefits of the meal continue to be communicated, breakfast’s status as the most important meal of the day will remain intact for years to come.