Traditional breakfasts are back in favour at the expense of Continental fare.

Volume sales in the £154.3m traditional breakfast category, which includes crumpets and pancakes, have grown 3.8% in the past year, compared with 0.0% for the £125.5m morning treats category, which includes croissants and waffles. Warburtons' crumpets were a major driver, with sales volumes up 25% [Warburtons 2009 Bakery Review].

This is reversal of last year, when traditional was up 1.3% compared with 6.9% for morning treats.