>>Trends in the consumption of morning foods
Some 18 billion individual breakfasts were consumed in the home last year. The number of occasions has declined by 1% compared with last year. However, food and drink consumed out of the home before 10am has increased by 9%. Adults, in particular, are driving this trend.
The top food at breakfast is still cereals, which are present at 55% of morning meals. Among children they are even more popular, representing 62% of their consumption. Health is beginning to play an important part in children’s breakfasts. This is having a real knock-on effect on the types of foods consumed by children. Growth categories include hot cereals, fruit and yoghurt.
The dynamics of breakfast are changing. Almost 40% is prepared in less than 10 minutes, the number of components are declining (2.17 servings per occasion in 2001 vs 2.11 last year) and light snacks are growing (up 2%). Breakfasts in the home before 9am continue to grow - 34% are consumed between 7 and 8am and this has grown by 17% compared with the previous year.
Bread is another important food at breakfast, present at 37% of all occasions - 75% of it toasted. However, consumption of bread at breakfast is in decline against the previous year by 4%. Marmalade is still key, worth 8% of breakfasts, and jam is worth 5%. Spreads are very reliant on their host product, ie bread, and so with the growth in convenience we could see long-term decline in this category at breakfast time. However, morning goods are up 8%, driven by croissants, crumpets and muffins.
Health is important, with healthy products posting 5% growth.
Fruit is a key driver of this healthy need and is consumed at one in every 10 breakfasts. Yoghurts are also more likely to be consumed for health reasons, with 2.9% of all breakfasts featuring yoghurt.
However, health is mainly linked to the start of the week. Cereals are more important during the week due to its functional nature - 65% consumed during the week compared with 52% at the weekend. Enjoyment is key at the weekend, when consumers have more time to prepare food.
During the week, only 7% of breakfasts are cooked, but by the weekend this has increased to 19%.
Hot drinks are still the main breakfast drink. Half of all occasions feature a cup of tea, and more than a fifth feature coffee. Milk and dairy drinks are becoming more important, mainly due to their health benefits. Health drinks have grown 37% since the previous year, driven by the probiotics market.
Laura Wilson, TNS Family Food Panel
Produced for The Grocer by TNS Superpanel. For more information call 020 8967 4521
Some 18 billion individual breakfasts were consumed in the home last year. The number of occasions has declined by 1% compared with last year. However, food and drink consumed out of the home before 10am has increased by 9%. Adults, in particular, are driving this trend.
The top food at breakfast is still cereals, which are present at 55% of morning meals. Among children they are even more popular, representing 62% of their consumption. Health is beginning to play an important part in children’s breakfasts. This is having a real knock-on effect on the types of foods consumed by children. Growth categories include hot cereals, fruit and yoghurt.
The dynamics of breakfast are changing. Almost 40% is prepared in less than 10 minutes, the number of components are declining (2.17 servings per occasion in 2001 vs 2.11 last year) and light snacks are growing (up 2%). Breakfasts in the home before 9am continue to grow - 34% are consumed between 7 and 8am and this has grown by 17% compared with the previous year.
Bread is another important food at breakfast, present at 37% of all occasions - 75% of it toasted. However, consumption of bread at breakfast is in decline against the previous year by 4%. Marmalade is still key, worth 8% of breakfasts, and jam is worth 5%. Spreads are very reliant on their host product, ie bread, and so with the growth in convenience we could see long-term decline in this category at breakfast time. However, morning goods are up 8%, driven by croissants, crumpets and muffins.
Health is important, with healthy products posting 5% growth.
Fruit is a key driver of this healthy need and is consumed at one in every 10 breakfasts. Yoghurts are also more likely to be consumed for health reasons, with 2.9% of all breakfasts featuring yoghurt.
However, health is mainly linked to the start of the week. Cereals are more important during the week due to its functional nature - 65% consumed during the week compared with 52% at the weekend. Enjoyment is key at the weekend, when consumers have more time to prepare food.
During the week, only 7% of breakfasts are cooked, but by the weekend this has increased to 19%.
Hot drinks are still the main breakfast drink. Half of all occasions feature a cup of tea, and more than a fifth feature coffee. Milk and dairy drinks are becoming more important, mainly due to their health benefits. Health drinks have grown 37% since the previous year, driven by the probiotics market.
Laura Wilson, TNS Family Food Panel
Produced for The Grocer by TNS Superpanel. For more information call 020 8967 4521
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