Based on a report by Mintel, 51% of adults eat breakfast out of the home with more adults going back to work, this figure will increase as more go back to work.
According to Mintel’s data, there has been an increase in yogurts and breakfast biscuits, with most people eating breakfast at home daily.
The UK remains the largest market for breakfast food in the European Region with consumers having increased demand for fruits at breakfast.
Delifrance has reported 98% of UK consumers eat breakfast and 22% of respondents say they’re eating breakfast more frequently. The report, which also states that 24% are eating breakfast during the week, showed that more people are eating breakfast out of home (OOH) more than once a week compared to 2018. The data also showed that 32% of the younger market aged 18–24 eating on the go (OTG) at least a few times a week with 19% of 35–44-year-olds eat breakfast indoor at least a few times a week (Delifrance).
According to the Mintel store report, cereals and toast are the most popular breakfast at home, with cooked breakfast/ hot rolls when out of home.
The Mordor Intelligence report breakfast food market -growth, trends, and forecasts (2023-2028) showed customers prefer a more nutritious and quick breakfast due to the global awareness. Consumers are becoming health conscious with a choice of breakfast that will give them instant energy for their workouts.
“Suppliers and wholesalers will need to keep up with the new trends and the importance of what consumers want in a breakfast,” comments Kenton Burchell, Group Trading Director at Bestway Wholesale.
“Suppliers and wholesalers are likely to go for a product that will have better nutritional value, great taste and is healthy.”
According to Kenton, to maximise sales, wholesalers need to: offer special promotions that provide value for money; be fully stocked with the best selling lines; inform customers of the latest products, NPD’s and price promotions through social media platforms and apps; and promote campaigns and tasting events giving an opportunity for customers to get to know new product lines and review their products and become familiar with trends.
“At Bestway we ensure we communicate with our customers to promote and inform them on new products, services, and promotions. We have emails and the WhatsApp service to inform our customers of the latest deals,” adds Kenton Burchell.
Nestlé Cereals has announced it is celebrating the 70th anniversary of its iconic Shreddies® Original brand in the UK.
The much-loved cereal will enjoy its milestone 70th birthday this year having been a breakfast staple for families since 1953.
The latest production figures show appetite for the cereal shows no sign of slowing either, with more than a quarter of a million metres of the malty, wheat squares made at the Nestlé factory in Staverton, Wiltshire, each day.
And, whilst each square is made to a specific dimension, following feedback that consumers loved the excitement of finding ‘extra-large’ Shreddies in their breakfast bowls made up of several Shreddies stuck together, Nestlé Cereals has decided to no longer break these apart and has put the cutting tools away.
Sarah Fordy, Head of Marketing, Cereal Partners UK – makers of Nestlé Cereals in the UK, said: “Nestlé Cereals is delighted to be celebrating 70 years of Shreddies® Original in the UK. It is testament to the hard work of our team that for more than seven decades consumers have continued to choose our delicious whole grain squares to start their day and get ‘Shreddie for anything’.
“While the shape hasn’t changed, we’ve continued to improve what’s in our Shreddies® Original recipe. As part of our reformulation journey since 2003 we have made gradual reductions of salt and sugar, while gradually increasing the whole grain content as part of our commitment to make breakfast better for all. And we’re pleased that this year we get to celebrate the longevity of one of our most iconic brands – something that has only been made possible thanks to the loyalty of Shreddies fans.”
Over the years, Shreddies® Original has inspired multiple spin-off flavours, including, Shreddies® Frosted, Shreddies® Coco and the award-winning Shreddies® The Honey One variant which was named Product of the Year in the Cereal category in a survey of 8,000 people by Kantar, as part of the Product of the Year awards 2023.
As well as being known for giving families a delicious and nutritious start to the day, over the years, the brand has also been behind a number of iconic advertising campaigns – including the well-loved knitting nanas who featured for ten years, ‘knitting’ the individual malty squares. The current campaign, featuring Nick Knowles, was launched in 2021 and is aimed at encouraging British families to be ‘Shreddie for Anything’.
To celebrate the 70th anniversary and longstanding success of the brand, Nestlé Cereals has updated the classic packaging to mark the occasion and will also be celebrating with Shreddies lovers across social media platforms.
Josh Corrigan, UK Customer Development Director at St Pierre Groupe, comments on behalf of the St Pierre brand: “Savvy wholesalers understand where the growth opportunities lie for their customers’ businesses and so versatile items such as St Pierre Brioche Buns and Sliced Brioche Loaf are perfect for a broad range of meal occasions. As hybrid working continues, the trend for at-home socialisation, including brunches, is likely to remain key with hosts keen to impress with ‘an upgraded’ menu.”
The St Pierre range enables retailers to cater to shoppers looking to elevate breakfast at home or on the move and keep them coming back. All St Pierre items also have the added benefit of an extended shelf-life, which helps to reduce the risk of wastage for wholesalers, retailers and end-users.
“Shoppers are being careful with their cash, but bakery is still an everyday purchase,” adds Corrigan. “The move towards premiumisation hasn’t slowed in this staple category, and premium brands like St Pierre, give consumers an affordable opportunity to ‘trade up’ and elevate their everyday meals, which is benefitting wholesalers. The ongoing financial pressures have made the shopping audience more discerning, but there’s a real mix of indulgence and impulse buys that are driving sales in the sector when it comes to breakfast.”
The morning run also presents a clear opportunity for wholesalers to merchandise a range of morning goods, which can be partnered with hot drink dispenser in retail stores. The strength of the St Pierre brand draws shoppers back to the store on repeat visits, and also helps to increase food to go sales.
St Pierre launched individually-wrapped ranges in SRP (shelf-ready packaging) formats in April 2020, which catered to retailers looking to capitalise on the ‘on the go’ crowd then enjoying coffee experiences at home. Now consumers are back ‘on the go,’ St Pierre’s food to go range, along with St Pierre’s multipack offering, is in growth year on year, presenting a major opportunity for wholesalers.
The St Pierre food to go range comprises of Caramel Waffles, Millionaires Waffle, Butter Croissants, Chocolate Filled Croissants and Brioche Waffles, whilst its multipack offerings include Brioche Swirls, Chocolate Chip Brioche Swirls, Brioche Rolls, Chocolate Chip Brioche Rolls, Chocolate Filled Crepes, Vegan Croissants and Vegan Pains au Chocolat. The range is ambient, meaning retailers and operators alike have no need to wait for products to thaw before serving and with extended shelf-life, they can also reduce the risk of wastage.
St Pierre has expanded its morning goods selection, adding St Pierre’s multipack of Pains au Chocolat and Croissants. Both products offer six individually-wrapped products which were recently reformulated as part of the brand’s commitment to continual product improvement. The reformulation resulted in vegan-approved products, which has added appeal for wholesalers who are looking to stock products that cater to broader audiences.
St Pierre is the UK’s fastest growing bakery brand, up 87 per cent annually (Nielsen Value Sales to 11/02/23), which is, in large part, due to the versatility of its products. Consumers are no longer confined to the ‘product name,’ and are increasingly using brioche buns and sliced brioche loaf for a broader range of dishes and meal occasions like breakfast.
“Wholesalers should capitalise on consumers’ enjoyment of hot drinks and bakery items in convenience stores by helping their retailer customers make bakery items part of their food to go offerings,” suggests Corrigan. “Wholesalers can do this by including a wide selection of best-selling bakery goods in their depots and displaying them prominently, particularly extended shelf-life products like those from St Pierre, which mean wholesalers and their retailer customers can also reduce the risk of wastage. Wholesalers should also work with suppliers to optimise delivery of bakery products to their depots at optimum freshness.”
Mark Frossell, Senior National Account Manager at St Pierre Groupe, comments on behalf of Baker Street: “Products that offer both convenience and taste will be a key purchase driver, as shoppers look for simple and affordable ways to achieve a healthy balanced diet. Traditional sliced loaves remain a key staple for the vast majority of households, due to their versatility and convenience – particularly in the morning when time is limited.”
Apart from the continued success of sourdough, consumers are making the switch back to sliced white bread. In the last 4 weeks, sliced white bread volumes are up 15 per cent with a MAT growth of 6 per cent versus last year (Nielsen Value Sales – L52 Weeks Oct 22nd, 2022). The Baker Street brand is in value growth, up 7 per cent in the last 12 weeks, due to an upturn in sales of both white and brown sliced loaves.
Growth in bakery is being driven by innovation in rolls and baguettes, which are showing volume growth of 3 per cent (Nielsen Value Sales – L52 Weeks Sept 24th, 2022.) Baker Street’s Drive Thru range of Classic Burger Buns and Original Hot Dog Rolls, is driving sales for the brand and can be used for a host of tasty breakfast meals, stretching into brunches when people have more time, including bacon and egg baps and sausage rolls. Increasingly, shoppers are using bakery staples outside of the traditional ‘burger’, ‘hotdog’ or ‘BBQ season’.
The brand offers long-life bakery products and attitudes towards extended life products are changing. With inflation continuing to rise and household energy bills and fuel costs increasing, convenience shoppers will continue to appreciate great tasting bread, that they can rely on to be there when they need it and this is benefitting wholesalers.
“Where space allows, there is a strong argument for wholesalers to have separate displays in their depots and dedicated sections on their ecommerce websites for breakfast products,” adds Frossell. “They should also advise their retailer customers to follow the major grocers’ convenience format stores’ example and merchandise these products in-store alongside complementary lines.”
With increasing pressure on household budgets and growing concern for the environment, bakery, and sliced bread, particularly, is a key offender when it comes to waste. It’s all the more reason for wholesalers and their retailer customers prominently displaying brands like Baker Street, which is packed to stay fresher for longer and guarantees a minimum life of 35 days. This will benefit wholesalers, who are looking to navigate unpredictable sales variations, whilst also providing the retailers they serve with a continued supply of quality bakery products for multiple meal occasions including breakfast.
Rachel Wells, UK Sales Director, St Pierre Groupe, comments: “Bakery is one of the most important components of the breakfast occasion, making it a perfect opportunity for wholesalers to drive sales of morning goods and other bakery items including rolls and part-baked bread. Wholesalers can benefit by stocking popular and familiar brands, like those from St Pierre Groupe.”
Looking at the wider sales trends, the total bakery category turned in sales of £3bn for the year to end (Nielsen Value Sales – L52 Weeks Oct 22nd, 2022), holding more or less steady in value and unit sales despite current economic conditions, with a 5 per cent value sales increase and a 4 per cent volume decrease over a year ago. Morning goods, where the St Pierre brand is strong, have slipped 3 per cent in unit sales and gained 6 per cent in value, representing a slight decline allowing for inflation, though the 12 per cent value increase in the last 12 weeks (Nielsen Value Sales – L12 Weeks Oct 22nd, 2022) gives grounds for optimism.
The last 12 weeks have seen the sweet treats subcategories outperform traditional in both value and volume. Value growth of sweet treats has increased 16 per cent during this period versus traditional areas only growing 8 per cent (Nielsen Value Sales – L12 Weeks Sept 24th, 2022). Several subcategories have continued strong value growth post Covid times. Brioche, croissants and pains au chocolat have seen growth of 28, 21 and 31 per cent respectively (Nielsen Value Sales – L12 Weeks Oct 22nd, 2022). Both croissants and pains au chocolat have achieved double digit growth over the last year.
Rolls are also a major part of the breakfast opportunity, which is an area where the St Pierre brand is also strong. Rolls is the only bakery subcategory reporting value and volume growth in the past 12 weeks, up 17 per cent value and 3 per cent in volume (Nielsen Value Sales – L12 Weeks Oct 22nd, 2022). With sales increasing by 129 per cent in the last 12 weeks, St Pierre’s growth shows no signs of slowing down with value sales more than double last year in the last 12 and 4 weeks. With 4 products featuring in the Top 12 Rolls, the St Pierre brand is demonstrating phenomenal growth across all time periods.
Stocking a wide variety of morning goods and bakery items which meet the varied demands of the consumer offers huge potential for wholesalers. Bread volume sales are down 6 per cent in the last 12 weeks (Nielsen Value Sales – L12 Weeks Oct 22nd, 2022), but St Pierre Groupe’s Baker Street brand is back in value growth over the last 12 weeks, due to an upturn in sales of both white and brown sliced loaves. “With hybrid working now firmly established and people returning to workplaces, purchasing patterns at set times of day are blurring and so is the distinction between convenience and food to go,” adds Wells.
“There’s more store traffic, too. As Britain adjusts after the pandemic, more of us are on the move and shopping local is driving footfall, which in turn is benefitting wholesalers.”
All of the St Pierre Groupe brands offer an extended shelf-life, resulting in growth across the board. St Pierre Groupe is one of the only top 20 bakery suppliers showing value and volume growth in the last 52 weeks (Nielsen Value Sales – L52 Weeks Oct 22nd, 2022), and St Pierre continues to be one of the fastest growing brands in bakery, with value sales double last year in the last 12 weeks, supported by a 111 per cent increase in volume.
“With growing concerns about both household budgets and sustainability, shoppers are looking for products that offer versatility to help minimise waste and cater for multiple meal occasions, both at-home breakfast missions and on-the-go missions,” says Wells. “They want foods that offer taste, convenience, versatility, and good value, so there is an opportunity for bakery brands with long-life multi-pack formats, like those from St Pierre, Baker Street and Paul Hollywood, which are key to help wholesalers grow their breakfast business.”
Products that offer an extended shelf-life are a must-stock for wholesalers allowing them to provide a strong bakery offering throughout the year – minimising the risk of wastage – but are also a key consideration for the modern shopper, too.
“Wholesalers should look to be strategic with their in-depot merchandising when it comes to the breakfast occasion, as this will encourage retailers to upsell,” suggests Wells. “Wholesalers can do this by giving SKUs that are performing well more space and grouping products together to inspire retailers to buy across the category.”
Savvy wholesalers will look at where the growth is – and continues to come from – and pay close attention to those sectors. The rolls subcategory has seen volume sales hold steady in difficult conditions in 2022 but is starting to edge upwards with 3 per cent unit growth in the last 12 weeks (Nielsen Value Sales – L52 Weeks Oct 22nd, 2022), as shoppers adjust to life in the current climate, enjoying affordable treats like bakery products. Rolls’ further growth will be accelerated by occasions like breakfast helping to generate sales. Highlighting these areas will set wholesalers apart from the competition by providing merchandising solutions driven by insight.
Andy Smith, Retail Sales Manager, Brioche Pasquier, comments: “For those still dealing with the daily commute, fast and convenient breakfasts are a must. Brioche Pasquier is a favourite among the UK breakfast brigade and has more to offer than just a brioche twist on classic toast and jam in the morning. Brioche Pasquier’s long-lasting range of breakfast items also includes croissants and pain au chocolate, to mix up the monotony of quick and convenient breakfasts.”
All Brioche Pasquier products are baked without preservatives, yet maintain a long shelf life of 21 days, due to the unique ‘levain’ in the recipe. This makes it an ideal option for the weekly shoppers and monthly planners alike, as they can be confident there will be no unnecessary food waste. This desirable characteristic is key for every part of the sales chain, from wholesalers, to retailers, to consumers.
“Brioche Pasquier’s pain au chocolate were extremely popular before the pandemic, and have only continued to gain traction since. Individual wrappers mean they’re a great option for breakfast, or to take as a snack on the go,” adds Smith. “They can be enjoyed cold or microwaved for a matter of seconds, perfect for the first burst of energy needed to kick-start the day.”
Customers look to the bakery category for reliability and consistency. Bread is after all one of most important store cupboard staples. However, they are increasingly also looking for a change from the ordinary and are more adventurous with different types of bread.
Brioche Pasquier brioche bridges both types of buyers. It offers good value, high quality, convenient and family friendly varieties. It also is a step away from the traditional sliced loaf and white bun, offering a slightly sweet and softly textured variation which consumers are increasingly enjoying.
“Retailers need to keep their bakery shelves dependable while at the same time adding interest with new and different bakery products,” says Smith. “Brioche Pasquier offers the comfort of a familiar, well-established brand with a sprinkling of continental ‘je ne sais pas’ to make the offering more exciting.”
Stéphanie Brillouet, marketing director, Délifrance, comments: “The breakfast market has gone through significant changes over the past few years. Although lockdowns and the increase in homeworking meant breakfasts were predominantly eaten at home, the meal has become more of an institution, with UK consumers starting to eat breakfast more frequently. Weekday breakfasts have a strong focus on health, while at the weekends consumers like to indulge. 22% (Delifrance) of people say they are eating breakfast more frequently. Although tastes are changing, consumers are rethinking their global impact as well as their health, and we’re starting to see growing interest in vegetarian and vegan options and socially responsible brands.”
Delifrance’s research shows that 11% of UK consumers eat breakfast on-the-go during the week, and 9% at the weekends. Breakfast items for those on-the-go are chosen based on how much easier it is to eat while on the move or in the car so size and shape is key. Pastries, smoothies and hot sandwiches are good breakfast items that easily fit into this category.
“As the OOH breakfast market regains momentum, it will be important for food operators to adapt to evolving breakfast choices,” adds Brillouet. “Indulgence and health in particular gained traction during the pandemic, showing up in different ways for breakfasters. Weekday breakfasts have the strong focus on healthiness, while at the weekends, consumers like to treat themselves. Stocking products that meet these needs will help operators appeal to a broader range of breakfasters, enabling them to capitalise on this lucrative eating occasion.”
Ross Davison, Head of Convenience at Kepak (Foods Division), comments: “The trend for indulgence and elevating the breakfast occasion continues to grow as consumers seek convenient breakfast solutions beyond the mediocre, that can easily replicate Out of Home menu favourites.”
Worth £1.13bn, morning goods saw 4% growth in the last year, driven by branded products, as more ‘traditional’ options like crumpets and sliced bread have shown decline (Nielsen).
“With shopper habits continuing to evolve, its important wholesalers carry a strong range of both on-the-go and single-serve products to appeal to eat now and eat later breakfast occasions that can be consumed wherever shoppers may wish,” adds Davison.
Rustlers, synonymous with their convenient chilled ready meal offering, provides single serve options similar to the well-established variants in QSR. The brand’s award winning ‘All Day Breakfast’ range comprises the Sausage Muffin and the Pancake Stack worth over £10.2m (Nielsen).
The All Day Breakfast Sausage Muffin (RRP £1.95, case size 4) is one of Rustlers’ top selling products in convenience, worth over £1.2m (Nielsen) in the channel.
The multiple award winning Rustlers All Day Breakfast Pancake Stack (RRP £2, case size 4) has quickly become one of the fastest growing products in the brands’ range, already worth £1.6m (Nielsen) since launch. Wholesalers are being urged to stock up on Rustlers as the brand unveils a national TV and radio campaign backed by a £1.5m marketing investment. The campaign will position Rustlers as the perfect meal solution for time pressed cost-conscious consumers by challenging them to ‘Surprise Yourself, it’s Better Than You Think’.
First launched in 2020, the original regional campaign brought in 40.3% more shoppers into the brand (Kantar). The activity also resulted in long term success, with an +18% YOY increase in sales, and Rustlers share of convenience lunch rising from 8.8% to 13.2% (Kantar) in the months following ‘Better Than You Think’ the campaign.
“A perfect partner to morning staples like toast, crumpets and croissants, butters & spreads are ‘must haves’ on the breakfast shopping list,” explains Allison Wallentin, Convenience Category Manager at Saputo Diary UK. “Bought on average every two weeks (Kantar), with almost a quarter of buyers doing so in the convenience channel (Kantar), these items should be central to every wholesaler’s fresh and chilled breakfast range.
“In this brand-rich category, firm family favourites such as Saputo Dairy UK’s Clover and Country Life should be central to wholesaler’s ranges, while good value products such as Utterly Butterly and Willow also have a clear role to play. The increasing popularity of plant-based shouldn’t be ignored either, and Our Vitalite dairy free spread is an established, well recognised brand in the chillers.”
Valued at £105m in total market (IRI), Clover is a firm family favourite, bought by almost a quarter of UK households (Kantar). Clover Original 500g is the number 1 spread SKU in both Total Convenience and Traditional Convenience retail (IRI) and is available as both plain pack and a PMP.
“Although we are living in a time of economic uncertainty, Clover continues to win with the nation, retaining its No. 1 volume position in the Spreads category (IRI). This is testimony to the strength of the Clover brand and the connection it has with UK households, and its superior buttery taste profile, which consumers love,” explains Emilie Grundy, VP of Butters, Spreads and Oils at Saputo Dairy UK.
Utterly Butterly offers an all-round good value spread proposition, with a significant overtrade through convenience retailers. Valued at £29.6m in Total Market (IRI), it is the #2 Spread SKU in the channel (IRI) and has delivered +2% value growth YOY (IRI). It is available as both plain pack and a PMP.
Available as both a spreadable and a block butter, Country Life is valued at £53.2m in Total Market (IRI) and bought by almost 11% of UK households (IRI). The brand’s block butter SKU has enjoyed +11.6% value growth in the past 12 months in traditional convenience while spreadable butter has seen growth of +25.4% (IRI).
Saputo Dairy UK’s value block, Willow, is worth £10.6m (IRI). A highly versatile product, Willow commands great value for money, attracting shoppers who may be watching their spend as inflation continues.
Among the top-performing brands in dairy free spreads, Saputo Dairy UK’s Vitalite spread is now worth £16.2m (IRI) in Total Market. ‘
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