Analysis: We look at what Brits are

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 benefi ts 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

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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 defi nitely 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 fl avour and a speedy prep time of 60 seconds, making it the perfect deskfast solution. With millennials becoming

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increasingly time poor, the single serve is the perfect deskfast option. Oomf have seen a year-on-year growth in pot sales, expanding its core range instead of looking at alternative, on the go options.”

Ferrero points out that where it was traditionally prepared on the hob, porridge is now available in more formats than ever before, making it more accessible and convenient than ever. “The ease provided by the new formats, such as pouches and individual pots, are bringing new shoppers to the category, while consumers are increasingly seeing how versatile the dish can be,” says Levi

❝One in four Brits aren’t prepared to spend any longer than two minutes making their breakfast ❞

Boorer, customer development director at Ferrero UK & Ireland. “Porridge is being used as the base for a wide range of ‘individual’ breakfasts, allowing people to get creative with different fruits, seeds and other toppings such as Nutella”.

HEALTHY ALTERNATIVES Health is top of the agenda with Public Health England setting a target of a 20% sugar reduction by 2020. When it comes to breakfast cereal, the presence of healthy ingredients is an important factor for 43% of shoppers, a Streetbees poll for The Grocer has found.

Despite this, health-orientated and functional cereals sales have taken a dip. Take-home cereal sales are down 0.9% (£13.9m) overall and volumes are fl at, but those defi ned as ‘functional health’ have lost 4.4% (£9.5m) on volumes down 2.7% [Kantar Worldpanel 52 w/e 9 September 2018]. So why is this? It could be partly be due to a change in language. Cues such as ‘low-calorie’ and ‘low-fat’ are no longer taking centre stage. Instead, language such as ‘plant powered’ or ‘natural’ are words that are shorthand for healthy.

Mondelez International market analysis shows that, from a health and wellness perspective, the number one requirement for biscuits specifically designed for breakfast is low-sugar.

Melissa Stuart, brand manager for Belvita at Mondelez International says: “We have continually evolved the Belvita range and kept innovating – the latest example of which includes us adding in a true ‘superfood’ to our Soft Bakes product with the launch of Soft Bakes Blueberry. A 30% less sugar line extension on Belvita will be launched later this year.” The key thing that people require for an out-of-home breakfast is convenience, so versatile ingredients are essential, especially with many ‘out-of-home’ occasions including people having breakfast at their place of work.

Bread and bakery continues to grow in popularity as a whole but what’s really interesting is the versatility we’re seeing at the fi xture.

Christina Honigfort, head of marketing, New York Bakery Co. says: “Bread itself can be perceived as bor6 ❯ ❯ ❯

ing. At breakfast time in particular, there are so many options to choose from. We’re calling on consumers to embrace the taste and versatility of bagels, specifically New York Bakery Co. bagels, which are genuinely unique – boiled then baked for a true New York chew.

“For younger generations in particular, bagels are the most consumed bread product at breakfast time. Providing consumers with versatile recipes, ‘better for you’ products, convenient formats and on-trend flavours are all ways that this group can be brought back into the category.”

Levi Boorer, customer development director at Ferrero UK & Ireland says: “We educate consumers on portion size and calories consumption while still giving them a product they love. Nutella recommends a 15g portion size (one heaped teaspoon), which contains 80 calories. Our packaging carries a visualisation of our 15g portion size (a heaped teaspoon) which is displayed as a lid sticker on our Nutella jars.” ��� 5

BRINGING BACK THE YOUTH Of the 263 million out-of-home breakfast occasions this year, almost 40% were eaten by 16 to 34-year-olds. So how can the sector tempt this age group back to the breakfast table or is there any point in trying, is it best to give young people what they want?

Chocolate spread is the second fastest-growing spread after peanut butter, with value up 5.9% on volumes up 3.7% [Kantar]. Nutella is up 4.9% on volumes up 1.2%. Levi Boorer, customer development director at Ferrero UK & Ireland says: “The key thing that people require for an out-of-home breakfast is convenience, so versatile ingredients are essential, especially with many ‘out-of-home’ occasions including people having breakfast at their place of work.

“Nutella has that versatility, enabling people to give their breakfast an added flavour either as part of the meal from the start or as a topping added at the office. Consumers of all ages really do love Nutella, with it being regarded as number one in the following areas: ‘Great

❝The landscape of food consumption in the UK is evolving in line with changing consumer lifestyles ❞ taste’, ‘Can be used on more than just toast’ and “Enjoyed by the whole family ”. “The growth of the ‘Instagramable’ breakfast. The traditional breakfast is evolving, as consumers look for versatile ingredients – such as Nutella – to add a layer of excitement to their morning meal.”

“Nutella is a versatile product, a single portion of 15g can be enjoyed on porridge and pancakes, as well as toast and crumpets without adding any time to the preparation of the meal. Breakfast is the brand’s heartland, we look to inspire consumers via our social channels and recipes on our website.

Less than 12 months since launch, the Rustlers All Day Breakfast Sausage Muffin from Kepak Consumer Foods, which introduced the UK’s top-selling microwavable snack and chilled ready meal brand to the breakfast occasion, is worth over £6.1m, purchased by almost one million households.

According to Adrian Lawlor, marketing and business development director at Kepak: “The landscape of food consumption in the UK is evolving in line with changing consumer lifestyles. There is an increase in both ‘together time’ eating occasions and ‘eating alone’.”

To stay relevant, brands need to be clear on the occasions their products play in and the need-state they meet.

“One of the core need-states that the Rustlers brand meets is the ‘quick option’. Whilst breakfast at the weekends can be leisurely, our insight tells us there is real time poverty when it comes to breakfast during the week and therefore the “Quick Option” need-state is particularly important. Whilst Quick Hot Breakfast has been well served by the High Street QSR Market, Rustlers entry into this occasion has given retailers a real opportunity to win a share of this,” adds Lawlor.

As for the future, The US National Restaurant Association recently tipped globally inspired breakfasts – like shakshouka – to be the top food trend of 2019. So breakfast is set to be even more eclectic as the UK embraces new cultures and food trends.  n