Modern cereal bars might appeal to some time-starved, cash-rich consumers, but others prefer traditional crumpets and muffins to start off the day.
Warburtons says the bakery occasions sector - fruit loaves, potato cakes, crumpets, pancakes and teacakes - is growing, driven by breakfast products and consumers’ growing repertoires.
Kingsmill is exploiting demand for premium bakery snacks with Beautiful Bagels - in plain and Cinnamon and Raisin varieties - alongside its portfolio of Scrumptious Crumpets, Magnificent Muffins and Perfect Pancakes.
Consumers are buying morning goods more frequently and also spending more on them.
This has led to a market growth of 6.7%, taking value to more than £600m [TNS], driven by the big brands. Toasting products, scones and loaves are key.
In-store bakeries are also benefiting from the trend, with shoppers picking up more fresh pastries.
Kate Raison, marketing
director at Bakehouse, which supplies frozen bake-off Continental pastries and bread, says that the demand for indulgent products led to its Ready Glazed process , a sugar-based coating that gives a glazed finish straight from the oven at the plant.
She says Continental eating trends are leading to demand for smaller products suitable for sharing and snacking.
Mr Bagels is aiming to capitalise with its Mini Bagels in bags of eight, aimed at children’s lunchboxes.
Délifrance has also picked up on this trend for smaller products and has launched a range of frozen mini Viennoiserie - croissants, pain au chocolat and pain aux raisins - which can be baked at home in 10 minutes.
Says marketing controller
Lucy Pickersgill: “Consumers currently need to buy equivalent ambient product either the day before - losing the freshness - or make a special trip to buy them on the day.
“Minis were chosen because they can be eaten at different meal occasions, such as when friends pop in and you want something different to a plate of biscuits.”