Breakfast Occasions: Winning Share of Stomach

Oct 26, 2011, 06:15 ET from Reportlinker

NEW YORK, Oct. 26, 2011 /PRNewswire/ -- announces that a new market research report is available in its catalogue:

Breakfast Occasions: Winning Share of Stomach


Breakfast patterns are changing as consumers eat out-of-home more often or skip breakfast altogether. A lack of time and hunger are common reasons for skipping breakfast, but many consumers still have the misconception that it is effective for weight loss. The challenge for marketers is to educate consumers on the health benefits of eating breakfast and encourage them to find the time to enjoy it.


*Comprehensive analysis of trends in consumer behavior and the impact of these have on breakfast occasions in Europe, the US, Brazil and Asia-Pacific

*In-depth quantitative and qualitative analysis of breakfast behavior to reveal the most profitable consumer groups and occasion types to target

*Detailed action points offering practical strategies based on the trends and insights analyzed in the report.

*Covers France, Germany, Italy, Netherlands, Spain, Sweden, UK, US, Australia, New Zealand, Japan, South Korea, China, India, Brazil and Russia


Consumers in countries associated with long working hours are more likely to skip breakfast, with US and UK consumers most likely to never eat breakfast. The key implication for marketers is that they should be looking to encourage such consumers to eat breakfast through offering options suitable for either on-the-go or at-work consumption.

Consumers are struggling to find the time to eat breakfast in the morning and, despite recognizing the associated benefits, are opting to skip it more frequently. A lack of hunger is also one of the most common reasons cited for not eating breakfast on a daily basis, with more consumers now admitting to snacking after dinnertime.

Marketers can play an active role in educating consumers on proper breakfast consumption in a healthy diet, matching that with products that combine the three sought after dimensions of health, convenience and indulgence. Consumers are receptive to solutions that meet these, allowing them to make the leap from attitude to actual behavior.

Reasons to Purchase

*Learn why breakfasts are being skipped, where and in what form they are being consumed, and what consumer priorities should be actively targeted

*Use the latest evidence based insights to launch and reposition products, ensuring they are successfully aligned with consumers' breakfast behavior

*Access a blend of quantitative and qualitative data illustrating consumer attitudes, actual consumption and best-practice marketing across the globe


Catalyst 1

Summary 1

Table of Contents 2

Table of figures 3

Table of tables 4


Introduction: There is a gap between consumer attitudes and behavior in the breakfast market 5

TREND: Time-scarce consumers are skipping breakfast more regularly 5

The number of skipped breakfast occasions in the US, Europe and Australasia is rising 5

Consumers are more likely to eat breakfast daily in countries not associated with long working hours 7

Key takeouts and implications: a gap exists between consumer attitudes towards breakfast consumption and actual behavior 8

TREND: At-home breakfast occasions are declining 9

The number of out-of-home breakfast occasions is forecast to rise over the next five years 9

UK and US consumers are most likely to consume breakfast on-the-move 11

Third place breakfast consumption is hampered by time factors 13

Breakfast consumption at work is a significant growth area of the market 13

Key takeouts and implications: on-the-go behaviors should be key in marketers' targeting of breakfast occasions 14

INSIGHT: Breakfast occasions are increasingly influenced by changing daily routines and convenience needs 14

Time-scarcity and a lack of hunger are the most popular reasons for missing breakfast 15

Cereal is the most popular item on the breakfast table 16

However, the importance of sensory appeal should not be underestimated 17

Cereal is sometimes viewed as bland and unappealing 17

Key takeouts and implications: sensory appeal and variety should be important goals for marketers looking to revitalize breakfast sales 19

INSIGHT: Males and younger consumers are most likely to skip breakfast 19

Males have a greater propensity to skip breakfast than women 19

Men are more likely than women to eat breakfast out-of-home 20

Young Adults and Early Mid-Lifers are most likely to skip breakfast 21

Age and gender influence the propensity to eat breakfast at work 23

Key takeouts and implications: marketers must research and understand demographic shifts and differing needs to tap into the breakfast market's hot spots 24

INSIGHT: The link between skipping breakfast and obesity is becoming more apparent 25

Consumers who eat a big breakfast are less likely to gain weight 25

Consumers also appear unaware of the myriad of health benefits associated with breakfast consumption 25

Morning snacking can be a detrimental consequence of skipping breakfast 26

Working environments do not facilitate healthy morning consumption behavior 27

Key takeouts and implications: manufacturers need to educate consumers about the range of health benefits associated with breakfast consumption 28


ACTION: encourage consumers to find the time to eat breakfast in the morning 29

Hot products that are tasty and convenient will appeal to time scarce consumers 29

Position children's breakfast products as fun and healthy 30

Remind consumers of the role that breakfast plays as a social facilitator 32

ACTION: target regular breakfast skippers by educating consumers of the broader health benefits associated with breakfast consumption 32

Highlight the physical and cognitive benefits associated with breakfast consumption 33

Third party endorsements can enhance the credibility of marketers' health claims 34

Manufacturers should approach celebrity endorsements with caution 34

ACTION: Target the market for healthy snacking alternatives 35

ACTION: Reduce preparation time and enhance convenience through novel packaging ideas 36


Additional Data 37

Methodology 39

Further reading 39

Ask the analyst 40

Datamonitor consulting 40

Disclaimer 40

List of Tables

Table 1: Consumer survey: consumer propensity for missing breakfast on a weekly basis in 15 countries across Europe, Asia-Pacific, South America and the US, 2008 8

Table 2: The number of per capita breakfast occasions, by location of consumption, Europe, the US, Australia and New Zealand, 2007 10

Table 3: Ready-to-Eat (RTE) cereal market value (US$ millions), by country, 2002-2012 18

Table 4: At home versus out-of-home breakfast occasions, per capita, by gender, 2007-2012 21

Table 5: Consumer survey: frequency of missing breakfast on a weekly basis, by age group, the US, Europe, and Australia 23

Table 6: Number of breakfasts consumed at work, per capita, by age group, US, Europe, Australia and New Zealand, 2007-2012 24

Table 7: Consumer survey: frequency of snacking on food in the morning, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 27

Table 8: Number of breakfasts consumed at home, per capita, by age group, US, Europe, Australia and New Zealand, 2007-2012 37

Table 9: Number of breakfasts consumed on-the-move, per capita, by age group, US, Europe, Australia and New Zealand, 2007-2012 38

Table 10: Number of breakfasts consumed in third place locations, per capita, by age group, US, Europe, Australia and New Zealand, 2007-2012 38

List of Figures

Figure 1: Across the US, Europe and Australasia, the number of skipped breakfast occasions is increasing 6

Figure 2: The UK will witness the most significant shifts in at-home and out-of-home breakfast occasions over the 2007-2012 period 11

Figure 3: Foodservice operators are responding in different ways to the growing out-of-home breakfast market 12

Figure 4: The main reason US consumers skip breakfast is a lack of hunger 16

Figure 5: Cereal is the most popular breakfast item in Europe 17

Figure 6: US consumers are still unaware of the link between breakfast and physical energy 26

Figure 7: Breakfast manufacturers are targeting time scarce consumers who want a hot breakfast 30

Figure 8: Children's cereals need to be positioned as fun and healthy to appeal to adults and kids 31

Figure 9: Ore-Ida are encouraging consumers to reconnect over the breakfast table 32

Figure 10: Cereal manufacturers are recognizing that more consumers are suffering from fatigue 33

Figure 11: Third party endorsement from respected organizations can make health claims more credible 34

Figure 12: Michael Phelps has been criticized for allowing his image to be used on boxes of Kellogg's cereal 35

To order this report:

Breakfast and Cereal Industry: Breakfast Occasions: Winning Share of Stomach

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Nicolas Bombourg
US: (805)652-2626
Intl: +1 805-652-2626

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