Consumers are buying breakfast on the go more often, rising by 2% in 2017 year on year, though 90% of breakfasts are still eaten at home, Kantar’s Worldpanel reveals.
Skipped breakfast occasions are declining by -1%, and expectations of breakfast are changing as consumers become more focused on health.
Consumers increasingly expect breakfast to provide us with a portion of fruit or veg (up 4%), to include general health benefits (up 3%), and to be natural and less processed (up 9%). Fruit juice is declining due to its high sugar content (15g sugar per 150ml recommended portion size); one glass delivers 50% of the recommended daily sugar allowance, with consumers opting for fruit instead.
Eggs are frequently seen as a healthier option, as consumers are choosing them more often at breakfast, up by 97million occasions.
Breakfast remains by far the cheapest meal of the day at 56p per person per occasion, including in and out of home, costing less than the average snack of 82p.
