THE GROCER GUIDE TO... BREAKFAST
ANALYSIS
The breakfast experience is becoming a lot more diverse which is adding an extra boost to sales, Johanna Thomson reports Breakfast is one of the fastest-growing areas of the food market and it is an occasion that is rapidly evolving, both inside and outside the home. Today’s consumer is time-stretched. They want all the taste, variety and health benefits of a meal... but in half the time. One in four Brits aren’t prepared to spend any longer than two minutes making their breakfast on a weekday, found an exclusive poll of 1,882 breakfasters conducted by Harris Interactive for The Grocer. And a further 25% said their maximum prep time was three to four minutes. Despite this, 64% agree that breakfast is the most important meal of the day [Nielsen, total coverage, MAT value sales to WE 19.01.19], however, one-in-three people in the UK skip breakfast during the working week [Nielsen, total coverage, MAT value sales to WE 19.01.19]. Melissa Stuart, brand manager for Belvita at Mondelez International says: “Meeting the need for a convenient breakfast is key and our new Soft Bakes range remains true to the concept of convenient breakfast and slow-release carbohydrates that have helped make Belvita the category leader. Soft Bakes directly addresses consumers textual needs, with 59% [BASES Consumer testing April 2014] of consumers showing demand for a soft breakfast item.” And the breakfast options are changing. Buddha bowls bursting with 4 l 9 March 2019 l www.thegrocer.co.uk
BOWLED edamame, poached eggs and tofu are becoming the new alternatives. The past year has seen a spate of new beneficial breakfast ranges target the elusive millennial market, from superfood smoothie bowls to bircher-style protein pots. So does this suggest traditionally healthy cereals are becoming out of touch with younger shoppers? Apparently not as porridge is the fastest-growing cereals segment with value up 5.2% and volumes up 6.5%. Oomf founder Andrew Sweeney says: “Traditional cereals still have their place within the market but it definitely helps to have
on-the-go credentials when it comes to the purchasing power of the millennials. Both health and convenience combined are now king for our younger consumers who are increasingly time poor looking for healthy deskfast options. Consumers love a healthy, quick, easy and slow release morning breakfast and are now recognising porridge as a happy complement to sporty and active lifestyles. “Oomf protein porridge pots capture all the fundamentals of nutrition, awesome flavour and a speedy prep time of 60 seconds, making it the perfect deskfast solution. With millennials becoming AN ADVERTISING SUPPLEMENT TO THE GROCER
