Pace of life pushes breakfast on the go occasions up 13%

This article is part of our Breakfast Digital Feature.

Breakfast on the go is booming as the pace of life accelerates, according to exclusive research for The Grocer. Brits have carried breakfast out of the home and eaten it on the hoof on 205 million occasions in the past year, an increase of 13.2% [Kantar Worldpanel 52 w/e 21 July 2015].

Convenience is of growing importance for Brits when deciding what to eat for breakfast. Being quick to prepare is ranked as the fourth-most popular reason for consumption (see below). Being able to eat on the go was a motivation for choice of breakfast on 284 million occasions, a 17.1% increase on the previous year.

“We expect to see further focus on food-to-go solutions such as cereal and porridge pots in order to take advantage of the trend of eating breakfast outside the home,” says Spar grocery trading manager Henry Goodchild.   

Breakfast drinks, biscuits and bircher muesli pots are also driving the boom in on-the-go breakfasts.

”The convenience sector started with out of home, people grabbing things from a café and then supermarkets, so the natural progression for convenience is to get it from inside the home either for people to take with them or to eat at home,” says Tom Mercer, founder of Moma Foods. “There is a big market for people stocking up their fridge and then taking the products with them.”

Coffee chain Costa has also expanded its range of on-the-go breakfast options while Starbucks teamed up with nutritional food brand Pod to launch a trial of its freshly made breakfast pots.

_{Kantar Worldpanel: 52 w/e 21 June 2015}