consumer insight into the breakfast occasion in … · consumer insight into the breakfast occasion...
TRANSCRIPT
Consumer insight into the breakfast occasion in
Republic of Ireland and Great Britain
April 2016
Table of Contents
2
2 Setting the scene - 11
4
5
1 Study background – 3
3
7 Appendices - 82 - Respondents breakdown - Categories in depth
Food and drink choices - 46
Changing behaviours - 53
Children - 68
6 Opportunity areas - 75
Study background
Background
Desk research on
trends
Quantitative survey in
ROI and GB
30 week long videos
8 indepth interviews
Bord Bia commissioned RED C Research to conduct research to better understand the breakfast occasion from the consumer point of view in terms of how and why they are deciding what to eat and what are the motivations behind the purchases and behaviours. There was a 4-stage methodology to this research project – conducted between February 16th – March 16th 2016.
4
An online survey among 1,640 GB and 1,289 ROI
participants across 7 days of
the week
30 participants were involved in the day-to-day
documentation of their breakfast
habits
8 in-depth interviews were
conducted among the various key
demographics in ROI and in the
GB.
Looking for global trends on
breakfast
Secondary research sourced from:
5
Secondary research sourced from:
6
7
Current & Emerging trends - Health
“Breakfast is how I power my day with clean energy. I
generally plan my meal the day before, that way
I'm never pinched for time and I never skip a
meal.”
“I always read the labels on food packaging and
would often compare packs in the supermarket when I am doing the shopping. A few years ago, when I
wasn't as conscious about healthy eating, I definitely would not have bothered.”
Healthy breakfast items are of primary importance when
shopping for breakfast items…with consumers looking to enhance their own health through food
choices
Key Segments
“This time last year I was probably eating something with a lot more sugar. Since switching to better breakfasts like Weetabix
and Porridge I found I have more energy and don't
get hungry again as quickly.
8
Current & Emerging trends – Hand held Breakfast
Biscuits for breakfast?! Breakfast at work and out of home is on the
rise which has created an increased demand for breakfast options to be convenient, easily
storable and portable.
Key Segments
“I'll eat a slice of toast while
walking to college, or try and eat
breakfast biscuits when I
sop at traffic lights on my
bike.”
“I work 9-5 and have found a ready- to -grab convenience food for the last few years that saves me time
and thinking about what's appropriate and what works every
time, leaves me full, guilt free and reduced 'the bulk' of heaviness I
was carrying about.”
“For me speed is a big factor. I would like to try and cook something more often (like an omelette)
but sometimes cereal bars and fruit are just so much faster, especially when I’m
running late.”
9
Current & Emerging trends - Customisation
Mixing it up - customization and personalisation of breakfast
foods adds novelty to perceived boring breakfast staples such as
porridge and cereals
Key Segments
“Life can be very routine and boring with the same thing everyday so we have a Thursday treat to mix
it up so it could be anything, cooked
breakfast, pancakes, whatever we fancy.”
“I try to add different fruits and toppings because porridge can
be a bit bland if you jut make it with water!”
“I make my own granola which I add to
yoghurts or on top of my porridge. It is very tasty
and adds an extra bite.”
Setting the scene
12
Incidence of having Breakfast in morning
85%
Penetration
Weekday
Weekend
83%
90%
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
82% 82% 84% 82% 85% 88% 92%
GB adults more likely to have
breakfast at the weekend
(Base: GB 1,640, ROI 1,289)
Penetration
87%
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
82% 89% 86% 86% 90% 87% 90%
Weekday
Weekend
87%
89%
13
Frequency of Breakfast Weekday & Weekend
Every day Mon-Fri
3-4 times Mon-Fri
1-2 times Mon-Fri
Rarely/Never 18
9
18
55
16
10
14
60 Usually on Saturday
Usually on Sunday
Neither day usually 14
74
78
9
75
81
% %
ROI GB
14
General Breakfast Behaviour – ROI & GB Markets
3
16
9
22
50 Everyday – never
miss it
Almost every day
More often than not
Rarely
Never
(n=1,289) (n=1,640)
2
13
10
22
53
Which of the following best describes how often you eat breakfast either at home or outside of home?
(Base: GB 1,640, ROI 1,289)
1 in 2 never miss breakfast
11 13
7 7
41 48
41 31
15
Choices During the Weekday and the Weekend
Same breakfast
(Base: GB, 1640, ROI, 1289)
GB Breakfast eaters are more likely to have variety than ROI breakfast eaters
during the week
During the week
Small variety
Lots of variety
Don’t really have breakfast
8 8
18 15
41 42
32 35 Same breakfast
ROI Breakfast eaters are more likely to have more variety at the weekend than their GB
counterparts
At the weekend
Small variety
Lots of variety
Don’t really have breakfast
Tend to have…
Tend to have…
9 5
26
12
50
51
14
30
1 2
16
Breakfast Dynamics
Weekday %
After 12
10-12pm
8-10am
7-8am
(Base ROI, 1289)
Breakfast Time
Time Spent Eating
Time Spent Preparing
Weekend %
Before 7am
Before 8am (total)
Before 8am (kids)
Ate Breakfast at home
Weekday 87%
Weekend 96%
⁄ Average – 13.6 mins
⁄ 48% Under 10 mins
WEE
KD
AY
W
EEK
END
⁄ Average – 7.5 mins
⁄ 77% Under 10mins
⁄ Average – 16.3 mins
⁄ 34% Under 10 mins
⁄ Average – 10 mins
⁄ 60% Under 10mins
35
44
17
19 1 in 2 eating breakfast
between 8 – 10am
12 7
28 21
46
51
12 19
1 2
17
Breakfast Dynamics
Weekday %
After 12
10-12pm
8-10am
7-8am
(Base: GB, 1640)
Breakfast Time
Time Spent Eating Time Spent Preparing
Weekend %
Before 7am Ate Breakfast at home
Weekday 88%
Weekend 94%
⁄ Average – 12.1 mins
⁄ 58% Under 10 mins
WEEK
DA
Y
WEEK
EN
D
⁄ Average – 6.9 mins
⁄ 82% Under 10mins
⁄ Average – 13.8 mins
⁄ 48% Under 10 mins
⁄ Average – 8.1 mins
⁄ 74 % Under 10mins
40
49
28
30
Before 8am (total)
Before 8am (kids)
1 in 2 eating breakfast between 8 – 10am
18
Mood In The Morning- Irish Breakfasts
Time Pressure
Stressed
MID WEEK WEEKEND
Energetic
Tired & Slow
Relaxed
11%
5%
11%
22%
55%
4%
2%
10%
17%
72%
PIC
PIC
% Reporting ‘Relaxed Mood’ PIC
18-34 35-54 55+
39% 54%
69%
WEEKDAY
Older
39% 54%
Kids No Kids
Kids
18-34 35-54 55+
60% 78% 76%
WEEKEND
Older
70% 74%
Kids No Kids
Kids
0-6 7-12 13-17 18+
38% 51% 58%
WEEKDAY
Age of Kids
45%
0-6 7-12 13-17 18+
63% 72% 82%
WEEKEND
72%
Age and if people have children (and age of)
influence mood at breakfast
Mood In The Morning- British Breakfasts
Time Pressure
Stressed
MID WEEK WEEKEND
Energetic
Tired & Slow
Relaxed
11%
5%
7%
19%
61%
5%
5%
7%
22%
68%
PIC
PIC
% Reporting ‘Relaxed Mood’ PIC
18-34 35-54 55+
47% 52%
77%
WEEKDAY
Older
45% 69%
Kids No Kids
Kids
18-34 35-54 55+
54% 65% 79%
WEEKEND
Older
62% 71%
Kids No Kids
Kids
0-6 7-12 13-17 18+
42% 44% 57%
WEEKDAY
Age of Kids
37%
0-6 7-12 13-17 18+
52% 70% 67%
WEEKEND
66%
19
12
12
15
15
16
17
17
23
26
40
46
20
Morning Rituals
TOTAL
(Base: GB 1,640, ROI 1,289)
%
11
11
13
14
16
17
17
21
26
37
45
TOTAL
%
Check your emails / social media
Watch TV
Listen to the radio
Take vitamins or other supplements
Load / empty washing machine
Read a newspaper
Other household chores
Get the kids ready
Load / empty dishwasher
Grab a coffee
Have a cigarette
Check your emails / Social media
Listen to the radio
Take vitamins or other supplements
Watch TV
Load / empty dishwasher
Other household chores
Get the kids ready
Load / empty washing machine
Read a newspaper
Grab a coffee
Have a cigarette
Social media and checking emails is the number one
activity in ROI and GB
21
What We Do Around Breakfast (At Home)
Read Newspaper
12%
10%
WEE
KD
AY
WEE
KEN
D
Emails/ Facebook
Radio
Take Vitamins
Watch TV
Other Household
Chores Load Dishwasher
Get Kids Ready
Washing Machine
Have a Cigarette
37%
41%
34%
41% 20
%
21%
22%
27%
12%
13%
13%
14%
14%
8% 10% 9%
11% 8%
Incidence of Breakfast at Home/Out of Home (Base: All adults having breakfast today)
Total (n=1,124)
At Home
% At Home
Weekday (n=797)
87%
Weekend (n=327)
95%
Out of Home
Total (n=1,391)
At Home
% At Home
Weekday (n=970)
88%
Weekend (n=421)
94%
Out of Home
Out of Home Out of Home
Desk/At work 3% 4% 1%
Canteen (School/work) 3% 3% 1%
Restaurant/Café/Diner 2% 2% 2%
In my car 2% 2% 1%
Walking 1% 1% 1%
Other 1% 1% 1%
Desk/At work 3% 4% 1%
Canteen (School/work) 2% 2% 1%
Restaurant/Café/Diner 2% 2% 2%
In my car 1% 1% 1%
Commuting 1% 2% 0%
Walking 1% 0% 1%
Other 1% 2% 1%
Total Total
(Note: Out of home totals may sum to more than the total out of home % as they may choose multiple items)
23
What We Do Around Breakfast (At Home)
Read
Newspaper
14% 12%
WEE
KD
AY
WEE
KEN
D
Emails/
Radio
Take
Vitamins
Watch
TV
Other
Household
Chores Load
Dishwasher
Get Kids
Ready
Washing
Machine
Have a
Cigarette 38%
38% 22%
20% 19%
18% 40%
35%
9%
8%
9%
9% 11%
2% 12%
11%
11%
6%
24
Planning Ahead
Certain
Pretty Sure
I know what I’m having tomorrow…
35%
39%
I have no idea what I’m having tomorrow
21%
Certain
Pretty Sure
I know what I’m having tomorrow…
34%
37%
I have no idea what I’m having tomorrow
21%
3 in 4 are pretty sure / certain what they’ll have tomorrow for predictable
25
Breakfast On The Move (i)
Weekday
School/Work
Weekend
In the Car
Walking/ Commuting
Weekday Weekend
8% 2% 7% 2%
2% 1% 1% 2%
1% 1% 3% 1%
Prepared @ Home 38%
Taken with no preparation
25%
Bought out of home 38%
Prepared @ Home 41%
Taken with no preparation
28%
Bought out of home 32%
Had Breakfast…
(Base: GB 1,640, ROI 1,289)
ANY “On the move” 13% 4% 12% 6%
1 in 8 breakfasts are eaten out of
home
26
Breakfast Out of Home
Weekend Treat Weekday Rush
Usually, midweek breakfasts are eaten as there was no time to have breakfast
at home and stress is high.
Some claim that they make less healthy decisions when eating out in a rush than
they would have at home.
Food choices made at the weekend are also considered less healthy but are justified as the occasion is seen as a treat.
The mood is much more relaxed, with some having breakfast later in the morning. However even if the day started very early, the meal is much more leisurely.
27
Breakfast On The Move (ii)
Influencers
Relaxed -16
Tired +2
Lively +3
Under Pressure
+7
Stressed
+4
Profile
Tends to be…
⁄ Males
⁄ Under 44
⁄ Higher social grade
⁄ Single
⁄ Less regular breakfast eaters
Location – Bought Out Of Home
8
17
11
21
43
% Mood Vs At
Home Breakfas
t
Vs At Home
Breakfast
% Big Influence BIGGER
Influence
27
27
28
33
34
35
37 %
Prepare & eat quickly
I didn’t skip a meal
Feel fuller longer
I can take on the go
A healthier choice
Energy boost
A treat/something tasty
-3
-2
-2
+27
-8
+2
+7
22
27
29
%
School/work canteen/ cafeteria
Coffee shop/café
Convenience/forecourts 7
2
13
%
Supermarket
Fast Food
Other
(Base: ALL ROI & GB having breakfast on the move, n=231)
28
Out of Home Breakfasts: In Depth
11% Weekday – 13%
Weekend – 4%
Ireland GB
10% Weekday – 12%
Weekend – 6%
Where Food Prepared?
Bought out of home
Prepped @ Home Taken from home
Premade
38%
25%
38%
Cereal Bar 10%
41%
26%
32%
Where Food Bought?
Café/Cafeteria
Supermarket
Work Canteen
Convenience Store
Coffee Shop
Garage Forecourt
Fast Food
13%
22%
15%
9%
8%
8%
4%
13%
30%
8%
4%
7%
3%
5%
Foods Consumed
Bacon/Sausage
Toast
Porridge
Croissant/pastry
Fruit
Eggs
Sandwich etc.
16%
19%
17%
12%
12%
11%
10%
18%
22%
4%
18%
4%
12%
16%
Drinks Chosen
Water
Coffee
Tea
Fruit Juice
Soft Drink
Mile
12%
49%
28%
8%
4%
3%
Drinks Chosen
Water
Coffee
Tea
juice
Smoothies
Energy Drink
15%
45%
25%
6%
5%
5%
Key Influencers
Didn’t skip a meal
Eat Quickly & Easy
Healthy Choice
38%
37%
35%
% Big Influence
(+1)
(-2)
(-8)
On the Go Choice
Energy Boost
30%
30%
(+23)
(=)
Feel fuller longer 29% (-11)
Vs Total At Home Breakfast
Tasty Treat 28% (+8)
Key Influencers
Full for Longer
Eat Quickly & Easy
On the Go Choice
36%
35%
34%
% Big Influence
(+5)
(-5)
(+30)
Didn’t Skip a Meal
Tasty Treat
32%
24%
(-2)
(+6)
29
Who do you have breakfast with?
I ate alone
Spouse/partner
My kids
Other family member
Colleagues from work/school 1
4
11
28
59
3
5
15
28
56
ROI GB
*Others 1% or less
Over 55 years (40%) GB (34%) ROI
Those who live with flatmate/friend (77%) GB
(74%) ROI
With dependent children (35%) GB (33%) ROI
1 in 2 eating breakfast between 8 – 10am
30
Motivations of Breakfast Choice…
34
39
40
41
43
49
52
54
54
56
58 Easy to prepare
Fills you up for longer
Energy and vitality
Value for money
Healthy choice
Tastes great, a real treat
Low in sugar
Enjoyed by all of the household
Easy to clean up or tidy away
Pure and natural
Low in fat or calories 12
15
16
18
18
25
26
27
29
33
33 Can be eaten quickly
Specific health benefits
High protein breakfast
What’s there at the time
Produced in an ethical way
Can be added to, to create something new
Something new and interesting
Can be Eaten at school or work
Treat or a reward
Is “free-from” particular ingredients
Eaten “on the go” while commuting
Based on % Very Important (% 8-10)….
% % GB
58
53
49
53
46
50
39
37
38
33
32
GB
30
27
23
24
21
20
15
14
13
13
11
ROI
58
61
60
55
60
48
49
47
42
47
37
ROI
37
40
35
30
32
23
31
23
19
19
15
= Top 3 Influencer
31
Segmenting the Breakfast Motivations…
Most Likely to Say…
“Go Getters” “Jugglers”
“Be Betters” “Average Joes”
“It is a healthy choice”
“It is easy to prepare”
“It has specific health benefits”
“It is low in sugar” “It tastes great, a real treat”
“It can be enjoyed by all of the household”
“It can be eaten quickly”
“Easy to clean up or tidy away afterward”
“Can be eaten “on the go” while commuting”
“It can be eaten quickly”
KEY MOTIVATIONS…
“Be Betters”
“Jugglers”
“Average
Joes” Keep me going
Fill me up
Eat myself well
“Go Getters”
Get me going
33
“Go Getters” Explained
36% 30%
Penetration Profile
⁄ Under 44
⁄ Male
⁄ Single/Co Habiting
⁄ Renting/Mortgage
⁄ Working Full Time
Breakfast Motivations
1. Fills you up longer
2. Gives you energy/ vitality
3. Can be eaten quickly
4. Eaten at work
5. Eaten on the go
Consumed *Clear distinction between weekday and weekends – weekday functionality then more ‘reward’ at weekend
Weekday Rituals Weekend
Allowances Toast
Fruit
Yoghurt
Regular Cereal
Cereal Bar
/ More treat element of Eggs and Breakfast Meats apparent
in weekend consumption
Key Titbits
⁄ 27% feel they are eating breakfast less often nowadays
⁄ 27% have changed what they eat recently
⁄ Least relaxed segment at breakfast
⁄ Most likely to have breakfast out of home during weekdays (23%)
⁄ 61% want healthier breakfast options out of home
34
Day in the Life “Fuel to move” – Go Getters
Alarm goes off, snooze button is hit 1,000,000 times!
Panic, jump out of bed, straight into running gear and head out for morning run.
Log route on runtastic, scroll through Facebook, Instagram & twitter, check any over night emails…shower!
Running late!!! Check live update for bus, get the iron out and iron shirt.
Grab a bowl of Weetabix, no time for high protein omelette!!! Rush to the bus.
35
Go Getters in Action
Go Getters need to have a breakfast that is quick and also filling to help get them going for their busy day. This target could also benefit from ‘easy’ health being incorporated into their breakfast solution.
Rory Brennan
Crazy day ahead, quads day in gym, UK client lead
meeting AND have to beat Rovers in semi final
tonight…Better get the Weetabix in! #I’vehadmyweetabix
Lives in Dublin, Ireland
Relationship – Single
Year of Birth 1983
Works in PWC, Dublin
36
“Jugglers” Explained
19% 26%
Penetration Profile
⁄ Under 44
⁄ Female
⁄ Renters/Mortgage
⁄ C1 Social Grade
⁄ Young Families
⁄ Majority Working Full Time
Breakfast Motivations
1. Ease to prepare
2. Fills you up
3. Easy to clean
4. Can be eaten quickly
Consumed
Ease and speed motivation driver primarily by weekday activity – more time available at weekend
Weekday Rituals
Weekend Allowances Toast
Fruit
Yoghurt
Regular Cereal
Porridge
/ Weekend coincides with more time and more ‘treats’. Greater prevalence of Eggs and Breakfast Meats.
Key Titbits
⁄ 65% want lower cost options for breakfast
⁄ 59% Want easier to prepare options
⁄ Lowest time spent preparing breakfast
⁄ Most time pressure/stressed breakfast segment.
⁄ Most likely to check emails, get lunch ready, do other household chores.
37
Day in the Life “The Morning Rush” - Jugglers
06:30 Wake up! Get dressed, sort out bags, get breakfast going, get a coffee!
07:00 Wake kids up, get them washed and dressed for school, get everyone to the table for breakfast!
07:10 Dish out breakfast, Explain again that chocolate cake and ice cream is not ok breakfast!
07:20 Grab some breakfast while making lunches, mixing baby bottles, etc.
07:30 Make sure everyone has eaten enough; pack lunches, make sure homework is done!!
07:35 Get on the road to beat traffic! Drop kids to school/creche, go to work.
38
Jugglers in Action
Jugglers are under pressure at home and at work as they juggle kids, careers and home life. Easy of preparation on quick
consumption are very important to this segment as time is always against them, however the weekend does offer an opportunity to
indulge in cooked breakfasts at a more leisurely pace.
Kelly Anne Brande
Lives in London, England
Relationship – Married
Year of Birth 1978
Works in Ward Nurse at St. Thomas’
Was running out the door to drop kids off and get to
work on time; Pippa decides to go on hunger strike &
David will only eat chocolate spread…we would all
starve if it wasn’t for belvita bikkies & cocopops!!
39
“Average Joe’s” Explained
20% 24%
Penetration Profile
⁄ Over 45
⁄ Male
⁄ Living with partner/ spouse
⁄ Own home no mortgage/council
⁄ Lower social grade
⁄ Retired/not working
Breakfast Motivations
1. Tastes great
2. Good value
3. Enjoyed by all households
4. Fills you up longer
Consumed
Most consistent food & drink consumption behaviour between weekday and weekend
of any segment
Toast
Real Butter
Eggs
Regular Cereal
Porridge
Key Titbits
⁄ Longest preparation time segment
⁄ Most likely to watch TV and have a cigarette
⁄ 70% of breakfasts were relaxed
⁄ 58% want lower cost options for breakfast Breakfa
st Meats
40
Day in the Life “Fill your boots” – Average Joes
08:00 Wake up, make tea, turn on the telly and get the breakfast going.
08:15 Kids are up and crashing around, disturbing the peace and getting ready for school.
08:20 No fussy eaters here, lots of lovely hot toast, real butter and tea on the go as bacon sandwiches and bowls of cornflakes are passed around.
08:30 Digest! Have a flick through Sky news while having a smoke, make sure everyone is filled up for the day.
08:40 Everyone who needs to get going in gone, final cup of tea before hitting the road.
41
Average Joe in Action
John Kinane
Lives in Lucan, Dublin
Relationship – Married
Year of Birth 1969
Works at Handyman
Did the full shop in Aldi this week, never told the young
fella…he turned around to me this morning saying it
was the best fry I ever made! Sure where would you
be going with the value you get in there.
Satiety is the main goal for breakfast as this segment is not really motivated by any further needs. Many will be on budgets and will aim to choose items which satisfy the majority of the household
which tends to narrow their choice.
42
“Be Betters” Explained
25% 20%
Penetration Profile
⁄ 55+
⁄ Higher social grade
⁄ Living with partner/ spouse only
⁄ Own home – no mortgage
⁄ Least Likely to miss breakfast
⁄ Breakfast happens at home
PIC Older Lady
Breakfast Motivations
1. A healthy choice
2. Gives energy/ vitality
3. Has specific health benefits
PIC health
Consumed
*While primary concern for breakfast is health, they tend to relax it somewhat at the weekends
Weekday Rituals
Porridge
Fruit
Muesli
Yoghurt
Tea
Seeds
Key Facts
⁄ Most likely to know what's for breakfast tomorrow
⁄ Most relaxed segment at breakfast time
⁄ Most likely to take vitamins/supplements
⁄ Want to see more healthy/health specific benefit options available
Weekend Allowances
/ Occasionally let in toast, more
regular cereals, and the odd ‘full Irish/ English’
43
“Be Betters” Explained
25% 20%
Penetration Profile
⁄ 55+
⁄ Higher social grade
⁄ Living with partner/ spouse only
⁄ Own home – no mortgage
⁄ Least Likely to miss breakfast
⁄ Breakfast happens at home
PIC Older Lady
Breakfast Motivations
1. A healthy choice
2. Gives energy/ vitality
3. Has specific health benefits
PIC health
Consumed
*While primary concern for breakfast is health, they tend to relax it somewhat at the weekends
Weekday Rituals
Porridge
Fruit
Muesli
Yoghurt
Tea
Seeds
Key Facts
⁄ Most likely to know what's for breakfast tomorrow
⁄ Most relaxed segment at breakfast time
⁄ Most likely to take vitamins/supplements
⁄ Want to see more healthy/health specific benefit options available
Weekend Allowance
s / Occasionally let in toast, more
regular cereals, and the odd ‘full Irish/ English’
44
Day in the Life “A good start is half the battle” – Be Betters
Turn on Radio 1, get up, make the bed and head down to the kitchen.
Take cover off the porridge, must have them socking overnight to get the best from them. Put on the kettle and make a pot of tea.
Get the Benecol, Activia yoghurt and supplements out while John collects the papers. Get the porridge cooking.
Add in flax seeds and new chia seeds we got yesterday. Chop up fruit to add once cooked…tiny drizzle of maple syrup to keep me sweet!
Have breakfast with John reading the papers and watching the birds get used to the new bird feeder. No stress, just great food to keep the ticker going.
45
Be Betters in Action
Be Betters are more interested in what their food can do to improve their health and are motivated by health enhancing foods such as porridge. Functional foods such as Benecol are consumed by this segment as they search for products which benefit their overall
health and wellbeing.
Margret Murphy
Lives in Cobh, Cork
Relationship – Married
Year of Birth 1947
Works at Retired
Had a lovely breakfast watching the birds in the
garden this morning. Really enjoying the new added
calcium yoghurts, will need it for our upcoming walking
trip to Camino de Santiago!
Food and drink choices
47
Ireland’s Top Breakfast: Top 10 Adults (At Home)
Eggs Porridge Toast Fruit
WEEK
EN
D
Regular Cereal
WEE
KD
AY
25% 23% 42% 15% 21%
Sausages Yoghurt Bacon/Rashers Muesli/Granola
10% 9% 13% 5% 6%
Sandwich/ Similar
Eggs Porridge Toast Fruit Regular Cereal
25% 19% 33% 17% 18%
Sandwich/
Similar Yoghurt Breakfast Bar Muesli/Granola
8% 8% 10% 6% 6%
Bacon/Rashers
(Base: ROI 1,289)
Sausage 5%
48
GB’s Top Breakfast: Top 10 Adults (At Home)
Regular Cereal Eggs Toast Bacon/Rashers
WEEK
EN
D
Porridge
WEE
KD
AY
22% 19% 36% 13% 15%
Muesli/Granola Yoghurt Fruit Croissant/ Pastry
8% 7% 12% 6% 6%
Sausage
Fruit Regular Cereal Toast Eggs Porridge
25% 17% 32% 10% 16%
Croissant/ Pastry
Yoghurt Breakfast Bar Muesli/Granola
10% 8% 13% 5% 6%
Bacon/Rashers
(Base: GB 1,640)
49
Top Breakfast Drinks: (At Home)
Tea
Coffee
Water
Fruit Juice (shop)
Milk/ Milk substitute
Herbal tea
Fruit Smoothie (self)
Fruit Juice (self)
NO DRINK
WEEKDAY WEEKEND WEEKDAY WEEKEND
44% 48%
28% 31%
12% 11%
9% 10%
6% 6%
5% 6%
4% 2%
2% 3%
6% 3%
Tea
Coffee
Water
Fruit Juice (shop)
Milk/ Milk substitute
Herbal tea
Fruit Smoothie (self)
Cordial
NO DRINK
37% 38%
36% 38%
9% 12%
9% 9%
3% 4%
3% 4%
2% 2%
2% 1%
6% 4%
(Base: GB 1,640, ROI 1,289)
50
Perfect Partners: Ireland
Toast & Eggs 11%
FOODS DRINK
Toast & Fruit 5%
Egg & Sausage 5%
Bacon & Sausage 4%
*% of all at home breakfasts
Toast & Tea 21%
Eggs & Tea 11%
Toast & Coffee 10%
Porridge & Tea 12%
Cereal & Tea 9%
*% of all at home breakfasts
(Base: ROI 1,289)
51
Perfect Partners: Britain
Toast & Eggs 8%
FOODS DRINK
Yoghurt & Fruit 5%
Egg & Bacon 5%
Toast & Cereal 5%
*% of all at home breakfasts
Toast & Tea 15%
Porridge & Tea 7%
Toast & Coffee 15%
Cereal & Tea 9%
Fruit & Coffee 6%
*% of all at home breakfasts
(Base: ROI 1,289)
Fruit & Cereal 5%
Cereal & Coffee 8%
52
Breakfast On The Move Food & Drink choices (i)
Weekday
School/Work
Weekend
In the Car
Walking/ Commuting
Toast/bread
Main Foods Eaten
Bacon/Sausage
Croissant/Pastry
Sandwich
Eggs
21%
17%
15%
13%
11%
Coffee
Main Drinks Consumed
Tea
Water
Fruit Juices
47%
26%
13%
17%
Weekday Weekend
8% 2% 7% 2%
2% 1% 1% 2%
1% 1% 3% 1%
Prepared @ Home 38%
Taken with no preparation
25%
Bought out of home 38%
Prepared @ Home 41%
Taken with no preparation
28%
Bought out of home 32%
Had Breakfast…
Changing Behaviours
54
Influencing Choice among the Segments…
“Go Getters” “Juggler
s”
“Be Betters”
“Average Joes”
Must adapt to quick paced routine
Versatility and Portability
Provide a kick start
Influenced by kids needs – eat healthier as result
Need sustained energy
Adapt to morning ‘high involvement’ environment
Low Involvement – often quantity over quality
Tasty but good value
Be the crowd pleaser
Have the time now to take advantage – more exploration
Adapt to the slower paced/ healthier choices available
55
Ireland’s Changing Weekday Breakfast Behaviour - I
23% Have changed what they eat for breakfast recently
Who? How?
PIC Young Family
Tend to be…
⁄ Under 45
⁄ With younger kids
⁄ Working full time
⁄ Have mortgage/
⁄ renting
PIC Health
Healthier choice
Having hot/cooked breakfast
Eating instead of tea/coffee
Bigger breakfasts
Breakfast on the go
Breakfast out of home
65%
26%
22%
15%
12%
10%
16%
(Base: ROI n=842, GB n=1,042)
56
Ireland’s Changing Weekday Breakfast Behaviour - II
23% Have changed what they eat for breakfast recently
Having More… Want more…. Doing more….
Fruit Yoghurt
Muesli/Granola
Cereal Bars
Smoothie
Sandwich Bagel Croissant
Herbal Tea Milk/Milk Substitute
Checking e-mails/ Social Media
57%
My Jobs
16%
Exercising
15%
Healthy Options
Lower Cost Options
16%
(Base: ROI 1,289)
57
Ireland’s Changing Weekend Breakfast Behaviour - I
22% Have changed what they eat for breakfast recently
Who? How?
PIC Young Family
Tend to be…
⁄ Under 45
⁄ With younger kids (or pre-settlers)
⁄ Working full time,
Low-Mid Income
⁄ Have mortgage/
renting
PIC Health
Healthier choice
Having hot/cooked breakfast
Eating instead of tea/coffee
Bigger breakfasts
Breakfast on the go
Breakfast out of home
63%
34%
21%
20%
8%
7%
15%
(Base: ROI and GB n=1,008)
58
Cut it Out: Specific Foods they are trying to Limit/Cut
49% 42%
ANY FOOD TYPES ANY FOOD TYPES
Sugar
Carbohydrates
Dairy
Wheat
4
5
8
10
13
44
% of TOTAL MARKET Cutting Back
Gluten
I’m a Vegetarian
Sugar
Carbohydrates
Dairy
Wheat
4
4
5
7
10
35
% of TOTAL MARKET Cutting Back
Gluten
I’m a Vegetarian
18-34: 36%
35-54: 44% 55+: 52%
18-34: 29%
35-54: 32% 55+: 44%
15% claim to
have recently changed their
breakfast habits
to make more healthy choices
10% claim to
have recently changed their
breakfast habits
to make more healthy choices
59
Eating Less Breakfast Nowadays?
20% Are Eating Breakfast Less Often Nowadays
Who? Wants Mood & Behaviour
In 44% of Breakfast occasions the mood is
tired, under time pressure or stressed among those
eating less breakfast nowadays
Tends to be…
⁄ 18-34
⁄ Young family
⁄ First home owner/
renting
PIC Young Famil
y PIC Man in
suit
⁄ Better breakfast on the
go options.
⁄ Healthier out of home
options
⁄ Lower cost options
⁄ Easier to prepare
options
18%
(Base: ROI 1,289)
60
Mood In The Morning- British Breakfasts
Time Pressure
Stressed
MID WEEK WEEKEND
Energetic
Tired & Slow
Relaxed
11%
5%
7%
19%
61%
5%
5%
7%
22%
68%
PIC
PIC
% Reporting ‘Relaxed Mood’ PIC
18-34 35-54 55+
47% 52%
77%
WEEKDAY
Older
45% 69%
Kids No Kids
Kids
18-34 35-54 55+
54% 65% 79%
WEEKEND
Older
62% 71%
Kids No Kids
Kids
0-6 7-12 13-17 18+
42% 44% 57%
WEEKDAY
Age of Kids
37%
0-6 7-12 13-17 18+
52% 70% 67%
WEEKEND
66%
61
An Eye On The Future
Gluten Free
Breads
Protein Shakes
Homemade Sauces
Porridge Oats Smoothies Yoghurt Eggs Honey
Jams Bread Breakfast
Meats Cheese Regular Cereal
Smoked Salmon
Bought Juices Bagels
WHATS HOT
WHATS NOT
+37% +35% +31% +28% +26% +24% +14% +6%
-66% -65% -61% -41% -41% -32% -31% -15%
Healthier options expected to gain further momentum…
Treats and old-fashioned staples waning for adults
Based on NET expected to get more popular – same or less popular
(Base: ROI 1,289) To what extent do you think these will become more or less popular in the future?
62
An Eye On The Future
Gluten Free
Breads
Protein Shakes
Homemade Sauces
Breakfast Bars Smoothi
es Yoghurt
Jams Bread Breakfast
Meats Cheese
Regular Cereal
Smoked Salmon
Cooked Meats
+18% +18% +10% +9% +6% +5%
-74% -72% -62% -60% -59% -54% -53%
In the GB too the momentum is with healthy options
Likewise more indulgent options are waning
WHATS HOT
WHATS NOT
Based on NET expected to get more popular – same or less popular
(Base: GB 1,640) To what extent do you think these will become more or less popular in the future?
63
Breakfast Food/ Drink Categories Future Momentum - ROI
64
Breakfast Food/ Drink Categories Future Momentum - GB
65
Desire for changes in Breakfast changes (Base: GB 1,640, ROI 1,289)
13
15
16
18
21
22
28
29
31
32
33
34
9
8
10
9
15
13
12
12
17
20
23
22 56%
56%
52%
48%
42%
41%
35%
35%
27%
26%
23%
22%
Somewhat applies
%
Definitely applies
%
NET applies
% I want…
More healthy options
Lower cost options
Options that are easier to prepare
More tasty treat options for breakfast
More options with specific health benefits (e.g.
cholesterol lowering etc.)
More protein options
More options that the whole family can enjoy
Healthier options out of home
Better range of “on the go” options
Breakfast I can have on the go
More options I can prepare the night before
More free-from options (gluten,dairy free) 21
21
21
23
28
31
33
36
33
32
37
39
13
13
14
13
23
19
17
17
21
26
26
29 68%
63%
58%
54%
53%
50%
50%
50%
36%
35%
34%
34%
Somewhat applies
%
Definitely applies
%
NET applies
% I want…
More healthy options
Lower cost options
Options that are easier to prepare
More tasty treat options for breakfast
More options with specific health benefits (e.g.
cholesterol lowering etc.)
More protein options
More options that the whole family can enjoy
Healthier options out of home
Better range of “on the go” options
Breakfast I can have on the go
More options I can prepare the night before
More free-from options (gluten, dairy free)
66
Desire for Change… Trend Drivers
I want more…
35
36
50
50
53
54
58
63
68
%
Want More Healthy Options
18-34 %
35-54 %
55+ %
81 72 52
(Base: ROI 1,289)
Healthy options
Easy to prepare
Lower cost options
Specific health benefits
Options for whole family
Tasty treat options
High protein options
“Free-from” options
On the go option
22
27
35
41
42
48
52
56
56 Healthy options
Easy to prepare
Lower cost options
Specific health benefits
Options for whole family
Tasty treat options
High protein options
“Free-from” options
On the go option
%
Want More Healthy Options
18-34 %
35-54 %
55+ %
70 59 43
I want more…
67
Desire for Change… Trend Drivers (Base: GB 1,640)
Children
69
Kids’ Breakfast ROI
Many parents claim that one of the main drivers in deciding what the family has for breakfast is health and that they are giving their children the ‘healthiest’ breakfast possible.
While all parents have good intentions to give their children the best, the struggle between what is healthy and what the children will eat impacts the final decision.
Eating breakfast together is considered by some parents as an impart part of their day which allows them to connect with their children and sets everyone up for a good day.
“I always feel he should have more variety, but as all
mothers know, you can't make a child eat anything they don't want! I suppose as long as he eats, that’s the
main thing.”
“My kids had Weetabix with strawberries, all with milk and a few spoons of
soy yogurt. Again this is a food I want them to eat as it's good for them.”
70
Kids’ Breakfast GB
Most parents claim that the main motivation was for their children to have breakfast. The actually food eaten is considered somewhat less important.
Many claimed that they catered to their children's desires and that their children had a more prominent role in deciding what was eaten for breakfast.
Healthy foods have a different meaning for many GB parents, with cereals, cereal bars and toast often considered a healthy option. While ROI parents claim to be much more aware of sugar content in the food they give their children.
“My youngest had Nutella on toast with a cup of water and my eldest had Cheerios with
milk and a cup of water. They chose these because
they enjoy these for breakfast and they are relatively
healthy.”
“Did his usual and left early for his bus he
stops at the bakers once he gets to the right town. I thought being a cold morning Travis would have porridge but he wanted toast with jam and chocolate spread.”
“My youngest had Nutella on toast with a cup of water and my eldest had Cheerios with
milk and a cup of water. They chose these because
they enjoy these for breakfast and they are relatively
healthy.”
“He was in a bad mood today and didn't want any breakfast. I did manage to get a coco pop bar
down him with his milk though.”
71
Kids Eating Breakfast (Base: All with kids at home)
0-7 Years 5%
85%
/ 44% ate “with you”
/ 41% made it themselves
Why Not? (n=78)
8-14 Years 71%
15+ Years 75%
Had breakfast elsewhere (school/Crèche) Don’t have breakfast
Wouldn’t eat it
Sick, unwell
Don’t know 12
7
21
24
47
%
Kids Breakfast At Home
0-7 Years 6%
80%
/ 40% ate “with you”
/ 33% made it themselves
Why Not? (n=99)
8-14 Years 59%
15+ Years 71%
Had breakfast elsewhere (school/Crèche) Don’t have breakfast
Wouldn’t eat it
Sick, unwell
Don’t know 24
7
18
24
36
%
Kids Breakfast At Home
72
Kids @ Breakfast
Top 10 Foods
(n=693) (n=585)
Eggs
Porridge/Hot Cereal
Toast/Bagel
Fruit
Regular Cereal
Sausages
Yoghurt
Bacon/Rashers
Muesli/Granola
Breakfast/Cereal Bar
12%
19%
24%
14%
39%
7%
11%
6%
7%
7%
4%
11%
21%
11%
43%
1%
7%
4%
3%
8%
(31% 0-2
years)
(35% 0-2
years)
Top 10 Drinks
(n=693) (n=585)
Cordial/Squash
Plain Water
Tea
Milk/ Milk Substitute
Fruit Juice (Shop)
Hot Chocolate
Coffee
Homemade Smoothie
Herbal Tea
Homemade Juice
8%
19%
20%
17%
21%
5%
6%
4%
5%
5%
16%
10%
16%
16%
19%
4%
1%
2%
5%
2%
(Base: All with kids at home)
73
Key Categories for Kids - (GB & ROI)
Eggs (n=119)
Toast (n=230)
Porridge Cereals
Scrambled
Boiled
Fried
Poached
Other
33%
32%
18%
10%
7%
(n=301) (n=230)
White sliced
Wholemeal sliced
Wholegrain sliced
Brown sliced
Home Brown
39%
15%
11%
9%
7%
Brown Soda
Baguette
9%
4%
Aldi
Flahavans
Flahavans Quick
Ready brek
Special K
16%
12%
10%
8%
7%
Lidl
Odlums
7%
8%
Quaker
GB: Scotts, Morrisons, M&S, Sainsbury
11%
3%
18%
14%
Tesco 7% 9%
Weetabix
Aldi PL
Cornflakes
Rice Krispies
Other Kelloggs
18%
13%
9%
9%
6%
Cheerios
Lidl
6%
5%
Coco Pops 4%
7%
5%
5%
9%
2%
5%
4%
11%
Tesco 6% 8%
Crunchie Nut 4% 8%
Shreddies 4% 3%
25
26
28
36
46
48
49
50
61
64
74
Choice Drivers For Kids (BIG INFLUENCERS)
TOTAL
I know they’ll eat it
Healthy choice
Get a good start
Energy boost
Quick to prepare
Full for longer
Get something into them
Doesn’t make mess
A treat/tasty
(Base: All Who Prepared Kids Meals; ROI n=313, GB n=341)
%
21
21
28
34
39
43
45
52
52
69
TOTAL
%
Refreshment
Others less than 25%
I know they’ll eat it
Get a good start
Get something into them
Full for longer
Energy boost
Quick to prepare
Healthy choice
Can eat quickly
A treat/tasty
Refreshment
Opportunity areas
76
Evolution of Breakfast
Porridge is one example where the product began as being quite labour intensive requiring soaking
and cooking on the hob, this evolved to microwaveable pots and flavour infused options
responding to changing consumer needs. Where to next for breakfast?
77
Evolution of Breakfast - Opportunities
PERMISSABLE PLEASURE
SMUGGLING GOODNESS
AL DESKO NOURISHMENT
GRAB SOME GOODNESS
TERRITORY KEY TARGET INSPIRATION MOVING FORWARD
Reformulate old
favourites
Disguise the health,
promote the fun!
Make healthy easier
Real health – not perceived health on the
go
77
78
Evolution of Breakfast - Opportunities
PERMISSABLE PLEASURE
SMUGGLING GOODNESS
AL DESKO NOURISHME
NT
GRAB SOME GOODNESS
TERRITORY
Many ROI parents in our breakfast club were concerned about the level of sugar and salt in their kids’ preferred cereals
but were stuck between giving them what is best or what they will eat. Many claim that they would like to see more low
sugar/salt options which will ease their concerns and still be attractive to their children.
With many club members claiming they have to face longer commutes or leave early to beat traffic, the rise of the al
desko breakfast is becoming more prominent. Some are preparing breakfast at home and then eating in the office
with others finding new and innovative ways to prepare their favourites in the office kitchen.
Many feel time pressure when leaving in the morning. This means having just enough time to grab and go. There is a strong
desire to still keep to a healthy diet, with many turning to protein shakes to keep them on track. Current hand held
solutions, such as cereal bars are being rejected due to high sugar and fat levels. There is an appetite for true healthy
options which can be consumed on the hoof.
A great number of our breakfast club members claim to be aware of the benefits of cutting down or out certain foods. However
some find this difficult suggesting they would be open to a ‘healthier’ variant of their favourites, for example turkey rashers
instead or traditional pork rashers
79
Evolution of Breakfast - Opportunities
PIMP MY BREAKFAST
FUEL YOUR BREAKFAST
MAGIC MOMENTS
ONE FOR ALL
TERRITORY KEY TARGET INSPIRATION MOVING FORWARD
Promote co-creation via
key ingredients
Promote energy boost; Target specific health
benefits
Promote social gathering…
sensory stimulation
Broader household solution
80
Evolution of Breakfast - Opportunities
PIMP MY BREAKFAST
SUPERCHARGE YOUR
BREAKFAST
MAGIC MOMENTS
ONE FOR ALL
TERRITORY Customising basic ingredients, such as yoghurts, and personalising them to specific dietary or taste needs is
another growing trend among our breakfast members. There is an opportunity to facilitate this desire to co-creation and make personalisation easier by adding key ingredients, like
chia seed, to basic foods which in turn allows for premiumisation of staple products like porridge.
Added functionality to benefit overall health and fitness is becoming increasingly popular among the mass market, no longer a secret weapon for fitness fanatics. Added protein in cereals is one such example which allows for those who use food as fuel for their activities to get an added boost of
key nutrients.
For some families, breakfast is becoming the meal around which they gather and spend quality time. It sets the day up in a much more positive note and allows parents to ensure
their children get a good start to the day. Positioning the brand as one the family can gather around creates an
opportunity to premiumise and differentiate it from other competitors.
Many households have several different varieties of breakfast foods to cater to each individual. This can cause a major headache and costly bill for some parents who would love to see products available which cater for more than
one family member, while also being healthier and with less sugar.
81
Opportunities – Where are they going?
Breadth of Interest Niche Mass
Mom
entu
m
On th
e
way
Esta
blis
hed
Magic Moments
One for All
Permissible Pleasure
Smuggling
Goodness
Al Desko Nourishmen
t
Pimp my Breakfast
Grab some
Goodness
Supercharge your
breakfast
Appendices
84
Porridge For Breakfast In The Irish Market
24% (#2)
Penetration Porridge Accompanied By… Key Influencers
Weekday – 26% (#2)
Weekend – 21% (#3)
( ) = Rank of all breakfast foods consumed
Brand 32% 18% 14% 12% 9%
Flahavans ProgressOatlets Aldi Own Label Flahavans Quick Oats Lidl Own Label Other Flahavans
Key Profile
50% of all porridge
consumers at breakfast are
55+
Toast
Fruit
Eggs
30%
21%
11%
Foo
d
Tea
Coffee
Fruit Juice
50%
24%
13%
Drin
k
Honey
Berries
Seeds
30%
20%
20% Ad
dit
ion
s
A healthy choice
Feel fuller longer
Didn’t skip a meal
70%
61%
57%
% Big Influence
(+26)
(+20)
(+18)
Relaxed (+4)
Tired (-1)
Lively (+1)
Under Pressure
(=)
Stressed
(+1) 5
12
12
19
65
Mood
( ) = Vs Total Breakfasts
( ) = Vs Total Breakfasts
%
85
Porridge For Breakfast In The GB Market
16% (#3)
Penetration Porridge Accompanied By… Key Influencers
Weekday – 17% (#3)
Weekend – 15% (#4)
( ) = Rank of all breakfast foods consumed
Brand 32% 18% 14% 12% 9% 4%
Quaker Scott’s Tesco Own Aldi Own Readybrek Flahavans
Key Profile
55+ Empty Nesters with no Mortgage
Fruit
Toast
Yoghurt
17%
15%
7%
Foo
d
Tea
Coffee
Water
41%
32%
12%
Drin
k
Honey
Berries
Dried Fruit
20%
19%
13%
Ad
dit
ion
s
A healthy choice
Feel fuller longer
Didn’t skip a meal
51%
49%
40%
% Big Influence
( ) = Vs Total Breakfasts
(+22)
(+18)
(+6)
Relaxed (+5)
Tired (-5)
Lively (+5)
Under Pressure
(+1)
Stressed
(-4) 1
10
12
15
68
Mood
( ) = Vs Total Breakfasts
%
86
Eggs For Breakfast In The Irish Market
21% (#3)
Penetration Eggs Accompanied By… Key Influencers
Weekday – 18% (#4)
Weekend – 27% (#2)
( ) = Rank of all breakfast foods consumed
Type 39% 26% 23% 19% 4%
Boiled Scrambled Fried Poached Other
Key Profile
35-55’s Family Life-
stages
Toast
Bacon
Sausage
55%
25%
22%
Foo
d
Tea
Coffee
Water
52%
35%
12%
Drin
k
Salt/ Pepper
Vegetables
Berries
33%
13%
10%
Ad
dit
ion
s/ C
om
ple
me
nt
A healthy choice
Feel fuller longer
Savour the moment
44%
43%
39%
% Big Influence
(+4)
(=)
(+18)
Relaxed (+5)
Tired (-3)
Lively (+6)
Under Pressure
(-4)
Stressed
(+1) 5
8
17
17
66
Mood
( ) = Vs Total Breakfasts
( ) = Vs Total Breakfasts
%
87
Eggs For Breakfast In The GB Market
13% (#5)
Penetration Eggs Accompanied By… Key Influencers
Weekday – 10% (#5)
Weekend – 19% (#3)
( ) = Rank of all breakfast foods consumed
Key Profile
45+ Males Older
Families
Toast
Bacon
Sausage
64%
33%
14%
Foo
d
Tea
Coffee
Fruit Juice
45%
40%
16%
Drin
k
Dried Fruit
34%
11%
8%
Feel fuller longer 38%
32%
29%
% Big Influence
( ) = Vs Total Breakfasts
(+7)
(-2)
(+11)
Relaxed (+9)
Tired (-3)
Lively (+5)
Under Pressure
(-3)
Stressed
(-4) 1
6
12
17
72
Mood
( ) = Vs Total Breakfasts
%
Type 36% 27% 23% 17% 2%
Fried Scrambled Boiled Poached Other
Salt/ Pepper
Vegetables
Didn’t skip a meal
Something tasty
Ad
dit
ion
s/ C
om
ple
me
nt
88
Regular Cereals For Breakfast In The Irish Market
19% (#4)
Penetration Regular Cereals Accompanied By… Key Influencers
Weekday – 19% (#3)
Weekend – 19% (#4)
( ) = Rank of all breakfast foods consumed
Brand 29% 17% 15% 9% 9% 9%
Weetabix Aldi Own Label Kellogg’s Corn Flakes Shredded Wheat Tesco Own Lidl Own
Key Profile
More males Younger
Family Life-stages
Toast
Fruit
Eggs
18%
12%
7%
Foo
d
Tea
Coffee
47%
22%
15%
Drin
k
Dried Fruit
Sugar
Honey
15%
12%
10% Ad
dit
ion
s
Didn’t skip a meal
Prepare & eat quickly
Feel fuller longer
49%
42%
37%
% Big Influence
(+10)
(+5)
(-3)
Relaxed (+1)
Tired (+7)
Lively (=)
Under Pressure
(-1)
Stressed
(+1) 5
13
11
27
62
Mood
( ) = Vs Total Breakfasts
( ) = Vs Total Breakfasts
%
Fruit Juice
89
Regular Cereals For Breakfast In The GB Market
24% (#2)
Penetration Regular Cereals Accompanied By…
Key Influencers
Weekday – 25% (#2)
Weekend – 22% (#2)
( ) = Rank of all breakfast foods consumed
Brand 19% 11% 8% 8% 7% 6%
Weetabix Kellogg’s Corn Flakes Kellogg’s Crunchy Nut Tesco Own Kellogg’s All bran Shredded Wheat
Key Profile
More males Younger
Family Life-stages
Toast
Fruit
Yoghurt
15%
15%
8%
Foo
d
Tea
Coffee
38%
31%
13%
Drin
k
Sugar
Dried Fruit
Berries
12%
10%
8% Ad
dit
ion
s
Didn’t skip a meal
Prepare & eat quickly
Healthy Choice
47%
43%
35%
% Big Influence
(+7)
(+9)
(+6)
Relaxed (+4)
Tired (+1)
Lively (=)
Under Pressure
(-2)
Stressed
(+1) 6
7
7
21
67
Mood
( ) = Vs Total Breakfasts
( ) = Vs Total Breakfasts
%
Fruit Juice
90
Fruit For Breakfast In The Irish Market
16% (#5)
Penetration Fruit Accompanied By… Key Influencers
Weekday – 17% (#5)
Weekend – 13% (#5)
( ) = Rank of all breakfast foods consumed
Key Profile
Females 25-34 and
Females 55+ Higher social
grade
Toast
Porridge
Yoghurt
34%
32%
29%
Foo
d
Tea
Coffee
38%
33%
22%
Drin
k
Other Fruit
Berries
Honey
35%
24%
17% Ad
dit
ion
s
Didn’t skip a meal
Healthy choice
Energy boost
63%
49%
38%
% Big Influence
(+20)
(+12)
(+8)
Relaxed (+2)
Tired (-1)
Lively (+11)
Under Pressure
(-2)
Stressed
(=) 4
10
22
19
63
Mood
( ) = Vs Total Breakfasts
( ) = Vs Total Breakfasts
%
Water
91
Fruit For Breakfast In The GB Market
15% (#4)
Penetration Fruit Accompanied By… Key Influencers
Weekday – 16% (#4)
Weekend – 12% (#6)
( ) = Rank of all breakfast foods consumed
Key Profile
Females 25-34 and
Females 65+ Higher social
grade
Yoghurt
Regular Cereal
Toast
27%
24%
20%
Foo
d
Coffee
Tea
42%
28%
15%
Drin
k
Other Fruit
Berries
Honey
28%
22%
13% Ad
dit
ion
s
Didn’t skip a meal
Healthy choice 49%
37%
37%
% Big Influence
(+20)
(-3)
(+3)
Relaxed (=)
Tired (-2)
Lively (+3)
Under Pressure
(+2)
Stressed
(+1) 6
11
10
18
63
Mood
( ) = Vs Total Breakfasts
( ) = Vs Total Breakfasts
%
Water
Prepare & eat quickly
92
Yoghurt For Breakfast In The Irish Market
10% (#6)
Penetration Yoghurt Accompanied By… Key Influencers
Weekday – 10% (#6)
Weekend – 9% (#8)
( ) = Rank of all breakfast foods consumed
Type 39% 29% 21% 21% 14% 9% 8%
Low fat/ Diet Natural/ Organic Regular Pots Greek/ Greek Style Big Pots Kids Corners
Key Profile
25-44’s Younger Family
Life-stages
Fruit
Toast
Porridge
47%
40%
25%
Foo
d
Tea
Coffee
47%
38%
16% D
rin
k
Other Fruit
Honey
Berries
24%
20%
20% Ad
dit
ion
s
Didn’t skip a meal
Healthy choice
Prepare & eat quickly
58%
48%
44%
% Big Influence
(+18)
(+11)
(+5)
Relaxed (+5)
Tired (+1)
Lively (+7)
Under Pressure
(-1)
Stressed
(+5) 9
11
18
21
66
Mood
( ) = Vs Total Breakfasts
( ) = Vs Total Breakfasts
%
Water
Brand 22% 22% 16% 15% 13% 11% 11% 9%
Aldi Own Lidl Own Glenisk Muller Yoplait Tesco Own Activia Glenilen
93
Yoghurt For Breakfast In The GB Market
8% (#6)
Penetration Yoghurt Accompanied By… Key Influencers
Weekday – 10% (#6)
Weekend – 7% (#8)
( ) = Rank of all breakfast foods consumed
Type 33% 29% 22% 13% 13% 8% 3%
Low fat/ Diet Greek/ Greek Style Natural/ Organic Big Pots Regular Pots Corners Kids
Key Profile
Female Over 45’s
Higher social grade
Fruit
Regular Cereal
Toast
49%
24%
23%
Foo
d
Coffee
Tea
43%
31%
19% D
rin
k
Other Fruit
Honey
Berries
18%
17%
16% Ad
dit
ion
s
Didn’t skip a meal
Healthy choice
Prepare & eat quickly
49%
47%
45%
% Big Influence
(+20)
(+7)
(+11)
Relaxed (+4)
Tired (+2)
Lively (+3)
Under Pressure
(-2)
Stressed
(+1) 6
7
10
22
67
Mood
( ) = Vs Total Breakfasts
( ) = Vs Total Breakfasts
%
Fruit Juice
Brand 13% 10% 10% 10% 9% 9% 8% 7%
Yeo Valley Tesco Own Asda Own Muller Activia Muller Light Aldi Own Lidl Own
94
Coffee For Breakfast In The GB Market
37% (#1)
Penetration
Weekday – 36% (#2)
Weekend – 38% (#1)
( ) = Rank of all breakfast drinks consumed
Type 68% 13% 10% 7% 5%
Instant Roast & Ground Decaf Espresso/ Cappuccino Sachets/ Pods
Brand 25% 13% 10% 6% 6%
<5%
Nescafe Kenko Douwe Egberts Aldi Own Tesco Own Others
Key Profile
Instant
55+’s Lower social
grade
25-54’s Higher social grade
Main Foods Eaten…
Fresh
Instant Fresh
Eggs
Toast
Fruit
Bacon/ Sausage
Cereal
36% 44%
24% 12%
14% 23%
13% 19%
12% 16%
Relaxed
Tired
Lively
Under Pressure
Stressed
Mood
Instant Fresh
4
9
7
24
61
% %
1
9
6
17
72
Yoghurt 4% 12%
95
Coffee For Breakfast In The Irish Market
29% (#2)
Penetration
Weekday – 28% (#2)
Weekend – 31% (#2)
( ) = Rank of all breakfast drinks consumed
Type 60% 23% 13% 9% 7%
Instant Roast & Ground Espresso/ Cappuccino Decaf Sachets/ Pods
Brand 18% 16% 13% 12% 9% 8% 7% 4%
Kenko Aldi Nescafe Lidl Maxwell House Levazza Bewleys Robt. Roberts
Key Profile
Instant
Females 45-64’s
Lower social grade
Males 25-44’s Higher social grade
Main Foods Eaten…
Fresh
Instant Fresh
Fruit
Toast
Porridge
Cereal
Eggs
32% 34%
17% 34%
15% 26%
15% 20%
15% 13%
Relaxed
Tired
Lively
Under Pressure
Stressed
Mood
Instant Fresh
4
10
10
22
54
% %
12
17
20
27
56
96
Toast/ Bread For Breakfast In The Irish Market
35% (#1)
Penetration Toast Accompanied By… Key Influencers
Weekday – 33% (#1)
Weekend – 40% (#1)
( ) = Rank of all breakfast foods consumed
Type
30% 20% 20% 13% 12% 8%
White sliced pan Brown sliced pan Brown soda/ spelt Brown (homemade) Wholegrain pan Wholemeal pan
Key Profile
Under 35’s and
Older Family Life-stages
Eggs
Porridge
Fruit
32%
21%
15%
Foo
d
Tea
Coffee
60%
27%
13%
Drin
k
Marmalade
Jam
Honey
23%
15%
11% Ad
dit
ion
s
Didn’t skip a meal
Healthy choice
Feel fuller longer
38%
36%
35%
% Big Influence
(+1)
(-5)
(+5)
Relaxed (+5)
Tired (-2)
Lively (+1)
Under Pressure
(-3)
Stressed
(+1) 9
11
18
21
66
Mood
( ) = Vs Total Breakfasts
( ) = Vs Total Breakfasts
% Fruit Juice
Brand 22% 14% 11% 7% 7% 7% 7% 6%
Brennans Aldi Own Tesco Own Lidl Own SuperValu Own Irish Pride McCambridge Pat the Baker
Sp
read
s Real butter
Dairy spread
Low fat spread
33%
29%
17%
97
Toast/ Bread For Breakfast In The Irish Market
Key Profile
Food Accompaniments
Spreads used
Additional Accompaniments
Key Influencers
White Brown /
Spelt
Wholegrain/
Wholemeal
Under 35 males General lower social grade
35-54 established families & higher social grade
Established families, 55+, females & higher social grade Eggs
Sausage
Bacon
34%
22%
19%
Real Butter
Dairy Spreads 40%
37%
Jam
Marmalade 21%
18%
Didn’t skip a meal
Prepare & eat quickly 38%
33%
* Also Energy boost and Treat
Eggs
Porridge
Fruit
36%
32%
28%
Dairy Spreads
Real Butter 37%
26%
Honey
Marmalade 25%
18%
Feel fuller longer
Healthy choice 36%
35%
* Also Treat
Eggs
Porridge
Muesli / Granola
44%
32%
26%
Dairy Spreads
Low fat spread 34%
22%
jam
Marmalade 35%
20%
53%
51%
* Also Feel fuller longer
Didn’t skip a meal
Healthy choice
* Cholesterol Spreads 16%
98
Juice For Breakfast @ Home
11%
ADULTS
Weekday – 11%
Weekend – 13%
Type 81% 19%
Shop Bought Home-made
Main Foods Eaten…
Ireland
Yoghurt
Cereal
Porridge
Fruit
Toast
48%
31%
23%
23%
20%
26% Weekday – 25%
Weekend – 27%
Type 80% 20%
Shop Bought Home-made
KIDS
GB
Ireland GB
Eggs 19%
10%
ADULTS
Weekday –9%
Weekend –12%
Type 88% 12%
Shop Bought Home-made
21% Weekday –21%
Weekend –22%
Type 90% 10%
Shop Bought Home-made
KIDS
Main Foods Eaten…
60%
26%
13%
9%
12%
8%
Cereal
Toast
Eggs
Fruit
Porridge
48%
33%
27%
30%
20%
Muesli/Granola 15%
Cereal Bar 14%
Bacon OR Sausage 13%
36%
15%
20%
32%
17%
10%
11%
99
Bacon and Sausage: A Real Treat
8% (#7)
Bacon/Rasher
Perfect Partners
Weekday 6%
Weekend 13%
( ) = Rank of all breakfast foods consumed
Eggs
Toast
Sausage
63%
60%
51%
Fo
od
Tea
Coffee
Drin
k
“A Real Treat” is lead driver: 55% Bacon and 62% Sausages V just 20% for All Breakfasts
Fruit Juice
7% (#9)
Sausages
Weekday 5%
Weekend 11%
4% of Breakfasts included Bacon and Sausage
3% Weekday, 6% Weekend
(+42)
(+25)
(+44)
( ) = V All Breakfasts Bacon Sausage
69%
69%
61%
(+48)
(+34)
(+53) Bacon
Eggs
Toast
60% Fried (+36)
50% White (+20)
60%
40%
17%
(+15)
(+11)
(+6)
57%
40%
69%
(+12)
(+11)
(+8)
8% (#7)
Bacon/Rasher
Perfect Partners
Weekday 5%
Weekend 13%
( ) = Rank of all breakfast foods consumed
Eggs
Toast
Sausage
55%
50%
22%
Fo
od
Tea
Coffee
Drin
k
In GB too it is “A Real Treat” : 41% Bacon and 34% Sausages V. 18% for All Breakfasts
Fruit Juice
3% (#13)
Sausages
Weekday 2%
Weekend 6%
2% of Breakfasts included Bacon and Sausage
1% Weekday, 4% Weekend
(+42)
(+17)
(+14)
( ) = V All Breakfasts Bacon Sausage
62%
64%
56%
(+49)
(+31)
(+48) Bacon
Eggs
Toast
65% Fried (+29)
56% White (+18)
42%
45%
15%
(+5)
(+8)
(+5)
30%
60%
15%
(-7)
(+23)
(+5)
Under 35’s and
Men, but also
younger family
100
Tea For Breakfast @ Home
45% (#1)
Penetration
Weekday – 44% (#1)
Weekend – 48% (#1)
( ) = Rank of all breakfast drinks
consumed
Brand 32% 26% 19% 8% 6% 5% 4%
<3%
Lyons Barry’s Aldi Own Lidl Own Bewleys Tesco Own Punjana Others
Main Foods Eaten…
Porridge 27%
Toast 46%
Eggs 24%
Key Profile
45’s + Older
families
Relaxed
Tired
Under Pressure
Lively
Stressed 4
9
11
20
66
Mood
37% (#1)
( ) = Rank of all breakfast drinks
consumed
Penetration
Weekday – 37% (#1)
Weekend – 38% (#2)
Brand 29% 18% 12% 9% 6%
<5%
PG Tips Tetley Aldi Own Typhoo Tesco Own Others
Main Foods Eaten…
Regular Cereal 25%
Toast 39%
Porridge 18%
Key Profile
45’s + Older
families
Relaxed
Tired
Under Pressure
Lively
Stressed 4
6
8
20
68
Mood
(+5)
(=)
(-1)
(=)
(-2)
(+5)
(=)
(-1)
(-1)
(-1)
Life stage Age Social Class Gender Children Age of
Children
Secondary/College Student 16-18 C1C2 Male No N/A
Third level/university student 19-24 ABC1 Female No N/A
Third level/university students 19-24 C1C2 Male No N/A
Third level/university students 19-24 C2DE Female No N/A
Early Settlers No Kids 21-29 ABC1 Male No N/A
Early Settlers No Kids 21-29 C2DE Female No N/A
Early Settlers No Kids 21-29 C1C2 Male No N/A
Young Family Kids 2-11 29-39 C2DE Female Yes > 11 years
Young Family Kids 2-11 29-39 C1C2 Female Yes > 11 years
Young Family Kids 2-11 29-39 C1C2 Female Yes > 11 years
Older Family Kids 12+ 40-49 ABC1 Female Yes 12+ years
Older Family Kids 12+ 40-49 C1C2 Male Yes 12+ years
Older Family Kids 12+ 40-49 C2DE Female No 12+ years
Empty Nester No kids 50+ C1C2 Male No N/A
Empty Nester No kids 50+ C2DE Male No N/A
Week long videography (15 in ROI)
101
Life stage Age Social Class Gender Children Age of
Children
Secondary/College Student 16-18 C1C2 Male No N/A
Third level/university student 19-24 ABC1 Female No N/A
Third level/university students 19-24 C1C2 Male No N/A
Third level/university students 19-24 C2DE Female No N/A
Early Settlers No Kids 21-29 ABC1 Male No N/A
Early Settlers No Kids 21-29 C2DE Male No N/A
Early Settlers No Kids 21-29 C1C2 Male No N/A
Young Family Kids 2-11 29-39 C2DE Female Yes > 11 years
Young Family Kids 2-11 29-39 C1C2 Female Yes > 11 years
Young Family Kids 2-11 29-39 C1C2 Female Yes > 11 years
Older Family Kids 12+ 40-49 ABC1 Male Yes 12+ years
Older Family Kids 12+ 40-49 C1C2 Female Yes 12+ years
Older Family Kids 12+ 40-49 C2DE Male No 12+ years
Empty Nester No kids 50+ C1C2 Female No N/A
Empty Nester No kids 50+ C1C2 Male No N/A
Week long videography (15 in GB)
102
103
Breakfast Club In Depth Interviews (8)
Profile of Individual Age Social Class Life Stage Breakfast Type Location
Pre Family Professional 30 – 39 ABC1 Early Settler Out of Home ROI
New Family 35 – 45 C1C2 Young Family;
Kids 2 – 9 At Home ROI
Established Family 35 – 45 C1C2 Young Family;
Kids 8 - 13 At Home ROI
Post Family 49 – 59 C1C2 Empty Nester;
Older Kids At Home ROI
Pre Family Professional 30 – 39 ABC1 Early Settler At Home GB
New Family 35 – 45 C1C2 Young Family;
Kids 2 – 9 At Home GB
Established Family 35 – 45 C1C2 Young Family;
Kids 8 - 13 Out of Home
GB
Post Family 49 – 59 C1C2 Empty Nester;
Older Kids At Home GB
104
The Breakfast Club
For further information on this study please contact [email protected] or
Tel: +353 (0)1 668 5155
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