Breakfast: Out-of-Home

from Retail News Magazine September 2022

Morning glory Morning glory

A new report highlights opportunities for food operators in Ireland’s out-of-home breakfast landscape.

IRELAND’S out-of-home (OOH) breakfast market is growing, with 22% of consumers now eating breakfast away from home during the week, and 18% over the weekend, according to new research from Délifrance. To help food operators understand the nation’s attitudes towards breakfast, the bakery products supplier surveyed 500 consumers from across the country to create ‘Prove it: Breakfast in Ireland: unlocking the opportunities in the occasion’. Revealing trending Irish breakfasts and key drivers for OOH breakfast diners, the report highlights how food operators can adapt their offering and operations to attract and retain consumers in this growing sector.

The Covid effect

One of the effects of the Covid-19 pandemic was that breakfasts were eaten predominantly at home over the last few years due to lockdowns and the increase in home-working. Perhaps explaining why breakfast has become more of an institution, the research reveals almost one in four (24%) of Irish consumers now eat breakfast more frequently. Reflecting overarching trends that emerged during the pandemic, weekday breakfasts have a strong focus on health, with cereal, toast and oat-based breakfasts as the top three choices. At the weekends, however, more than a quarter (27%) of consumers choose breakfasts because they feel like a treat, versus less than one in 10 in mid-week; the majority (44%) indulge in a cooked breakfast, with toast (37%) and cereal or granola (34%) taking second and third place.

Younger consumers driving market growth

The OOH market is driven by younger consumers. Almost a quarter (22%) of 18-24-year-olds now eat breakfast on-the-go every day or most days. Dine-in breakfasts are most popular with the 25-34s, and 14% of these dine in at least once a week. Good value is key to almost half (49%) of dine-in breakfasters, and the average price paid for a dine in breakfast is €8.51 – 60% more than a grab-and-go breakfast. This could explain the popularity of subscriptions and loyalty schemes, which 51% of OOH breakfasters use. These are also proving effective, generating repeat custom for operators, with three

quarters of OOH breakfasters that use them ‘always’ or ‘usually’ going to that particular food outlet. “The allure of the full Irish is impossible to resist for the majority of consumers at the weekend!” revealed Stéphanie Brillouet, Marketing Director for Northern Europe and North America at Délifrance. “For those dining on-the-go during the week, hot sandwiches, smoothies and pastries like the ubiquitous Irish jambon are the top three choices, with on-the-go breakfasters more likely to be seeking a treat. Clearly Irish breakfasters love their food!” Breakfast offers a great talking point too. Almost a third (31%) like ‘the craic’ over breakfast at home, as compared to less than one in four (23%) of British consumers. And more than two thirds (68%) revealed that their breakfast choices are guided by friends and family or social media.

Social Media plays a big role in influencing consumer choice for breakfast ideas.

“It’s great to see the OOH breakfast market picking up, particularly after the last few years,” said Stéphanie. “However, today’s OOH breakfaster expects greater variety, being less likely to eat the same breakfast most days, plus price is key for both on-the-go and dine-in breakfasters. The big challenge for food operators is providing cost-effective options that meet consumer trends for indulgence, health and more, on a limited inventory. So we’ve added breakfast ideas in the report, aimed at helping operators meet several trends in just one dish.” 38% of those who purchase OOH breakfast buy it at the eating occasion, while 48% buy in advance and 13% order online in advance.

Breakfast on-the-go

When it comes to eating breakfast on-the-go, 8% of ROI consumers eat breakfast on-the-go during the week, and 7% at the weekends. However, 18-24 year-olds are more likely to eat breakfast on-the-go during the week (25%) – 17% at the weekend. They also eat on the move most frequently, with more than one in five (22%) eating on-the-go every day or most days. Those who eat breakfast on-the-go are more likely to say they are better at making breakfast (19%) and are enjoying more choice (17%), though 33% of those looking to change their breakfast habits are looking for even more choice. A third (33%) of on-the-go breakfast consumers buy their

food from a supermarket or convenience store, with a further 19% buying at a forecourt store, while 37% of consumers use bakery chains, 33% use café chains and 27% buy from a coffee shop chain [NB – consumers buy from more than one type of outlet]. Bee Farrell, food anthropologist and report partner, says, “It’s fascinating to see how both the occasion and food choices have changed over the last few years – influenced by a wide range of factors. External influences Stéphanie Brillouet, Marketing Director for Northern Europe and North America at Délifrance. like social media are having a powerful effect on the dishes chosen by consumers. And trends like indulgence and health are adding subtle nuances to traditional breakfast dishes: porridge made with plantbased milk for example, or toasted sourdough and jam.” Recommendations from family and friends are the biggest inspiration for all respondents, with 43% saying that they guide their breakfast choices. Next up for ideas, however, are social media (25%) recipe books (19%) and health and fitness apps (14%). Another factor explaining the growing interest in healthy breakfast options. To learn more about the ROI breakfast market, changing consumer attitudes, and how best to capitalise on new market needs, read the Delifrance report ‘Prove it: Breakfast in Ireland: unlocking the opportunities in the occasion’ at

www.delifrance.com/uk/irish-breakfast-

Bee Farrell, culinary anthropologist. report.

The out-of-home breakfast market is growing, driven primarily by younger consumers.

About Délifrance FOR more than 30 years Délifrance have been developing bread, viennoiserie, pâtisserie and savoury products for foodservice providers, retailers and bakers in about 100 countries around the world.

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