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.

Report Highlights
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.
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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
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
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