• Although the recession sparked a growth in at-home breakfasting as consumers looked to fill up at the start of the day, it appears consumption has plateaued recently
  • In the last year, 98% of the population had at least one breakfast occasion, and the average consumer had 12 breakfasts per fortnight. The core breakfast consumers are children, who account for 23.1% of breakfast occasions.
  • Breakfast cereals remain the most frequently consumed food, with ready-to-eat cereal featuring at 52.5% of occasions.
  • Consumption of more indulgent breakfast foods such as Bacon and eggs has increased since last year. The type of food consumed is determined partly by the day of the week, with quick-to-prepare cereals favoured on weekdays and cooked breakfasts more likely to feature at weekends, when consumers have more time.