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The Grocer Talking Retail

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UK Attitudes to Breakfast – March 2020

This research was commissioned by The Grocer and carried out by Kantar’s Research Express service independently from Mondelez International

The bad news? Nearly a quarter of Brits skip breakfast every day. The good news? Time-pressed consumers are fuelling the market for on-the-go options. Products that tick the health and convenience boxes are booming – but there’s still plenty of love for a full English.

1. A quarter of consumers always skip breakfast

2. That’s mostly because they don’t feel hungry

3. 25-34 year old consumers are more likely to eat breakfast on the go

4. Cereal bars are the most popular on-the-go option

5. A quarter of Londoners eat a cooked breakfast every day

6. The fry-up is the most popular hot breakfast

7. Filling and energising are high priorities for breakfast

8. Fibre is more important to older consumers

9. Parents are particularly concerned about a healthy breakfast

10. Thirty and forty-somethings are more likely to make breakfast their healthiest meal

Source: The Grocer - Mondelez International Mar 23 | What's Trending