Cereal remains an important part of the breakfast category in both scale, penetration and frequency. Valued at £1.81 billion (Kantar) it is still the number one choice for breakfast with 21 million households purchasing cereal 21 times per year (on average).
Convenience still tops the tables for many consumers choosing what to eat for breakfast, while health benefits are not far behind. Many variants of cereal provide excellent levels of fibre and other nutrients, which lead to a feeling of fullness that fuels people through their busy mornings till lunch.
Andy Williams, Revenue and Channel Director at Kellanova, comments: “Taste and versatility are noted as further reasons why people enjoy cereal at breakfast and throughout the day too; with so many varieties there really is something for anyone, any palate, any time,” adds Williams. Value for money of breakfast cereal should not be ignored either, as it provides excellent value compared to other breakfast options.”
The data shows that the majority (89%) of breakfasts are eaten in the home and that 95% of cereal purchased is consumed at breakfast time (Kantar). Cereal is widely enjoyed as the first meal of the day in the UK over alternatives – with cereal being chosen in almost twice as many situations as toast (Kantar).
Kellogg’s Crunchy Nut is Kellanova’s top selling product, with Kellogg’s Corn Flakes and Kellogg’s Frosties comprising the top three. After that, Kellogg’s Coco Pops and Kellogg’s Krave currently account for the company’s fourth and fifth bestsellers. Kellogg’s Variety packs, Kellogg’s Rice Krispies, Kellogg’s Special K, and Kellogg’s Fruit and Fibre are highly popular cereals and perform very well in the market, too. “High fibre and protein are both vital for fuelling up first thing, whilst having the capability to combine to produce tasty and enjoyable breakfast cereals; so that’s where we’re focusing our NPD and marketing efforts,” says Williams. “We’ve tweaked Kellogg’s Special K and Kellogg’s All Bran cereals, so both are non-High Fat Sugar Salt (HFSS), as well as developing Kellogg’s Special K Fibre Crunch to appeal to this demographic.”
Kellogg’s is continuing to perform well and currently makes up 50% of category sales and is outperforming the category. Seven of the top 10 brands in the channel are Kellogg’s, including Crunchy Nut, Corn Flakes and Coco Pops.
“Cereal is a huge category in the market, so it demands adequate space in depot. And while it remains quite steady, there are a few peaks to be mindful of,” advises Williams.
“Symbols and Independent’s sales see a degree of seasonality, which ramp up through July and into summer, peaking in the September ‘Back To School’ (BTS) period. During 2023, BTS sales saw an 8% spike compared to the monthly average, so upweighting space and visibility is the secret to maximising sales during these exceptionally popular times. Focusing on the family flavoured segment – such as Kellogg’s Coco Pops and Kellogg’s Variety Packs – is another sure-fire way of increasing sell-through during BTS.
“Another watch-out is Price Marked Packs (PMP) as this is the major lever with cereal in the channel. The appeal for retailers is the ease of stocking, while the pricing transparency is a big pull for the shopper. In fact, PMP makes up 63.2% of category value.”
Sarah Fordy, Head of Marketing at CPUK – manufacturers of Nestlé Cereals, comments: “The ready-to-eat cereal category, valued at £1.51 billion (Circana) annually, has experienced continued growth with a +1.1% increase (Circana) in value sales compared to the previous year. Looking for a daily convenient and delicious breakfast, Nestlé Cereals’ product portfolio continues to expand.
“Taste, health, and sustainability continue to be driving trends in the breakfast category.
“We believe health remains a primary consideration for consumer breakfast choices. Since 2003, Nestle Cereals has been working hard on recipe redevelopment with nutrition in mind. In 2023, 87% of the portfolio was classed as non-HFSS – not high in fat, sugar and salt according to the UK Government’s nutrient profiling model. Our range remains a top choice for consumers owing to our range of products, including cereals which are a source of fibre and fortified with important vitamins and minerals.”
In line with these trends, Cheerios® has launched new packaging to showcase the key nutritional attributes of its breakfast cereal range, highlighting its multigrain and high-fibre contents. This new packaging aligns with a commitment to offering delicious and wholesome breakfast options.
There is also continued interest in sustainability when it comes to breakfast options. In 2022, Nestlé launched its Wheat Plan; to help UK wheat farmers adopt the regenerative agriculture practices.
“The plan is positively impacting the environment around the farms,” adds Fordy. “We’ve added details about the Nestlé Wheat Plan to the packaging of our iconic Shredded Wheat® brand. This way, consumers are informed that their favourite breakfast classic is not only delicious but also made with ingredients from farms working to improve the sustainability of the way they work.”
In 2023, CPUK launched KitKat® Cereal – a delicious breakfast option which brings the taste of the popular chocolate bar straight to consumers’ cereal bowls. The crispy cereal squares provide the delicious taste of chocolate and wafer. CPUK developed the cereal for consumers who are looking for an occasional, indulgent breakfast option, that can be enjoyed as part of a balanced diet.
CPUK’s chocolate breakfast cereals – Cookie Crisp®, Nesquik®, and KitKat Cereal – feature the Nestlé Cocoa Plan and Rainforest Alliance cocoa seals, showcasing the sustainable sourcing of cocoa. Since its launch in 2009, the Nestlé Cocoa Plan has been enhancing farming practices and improving the lives of cocoa-farming families. To date, it has helped support over 150,000 cocoa-farming families.
Weetabix, the UK’s favourite breakfast cereal (Nielsen), has announced that Weetabix Crispy Minis has achieved significant milestones, now establishing itself as a £31 million brand per annum since its original launch in 1997. This impressive feat underscores the brand’s remarkable success and continued popularity among consumers.
Weetabix Crispy Minis has become the fastest-growing brand within the top ten Tasty Cereal category, with a +15% increase in value sales year-on-year (Nielsen). This growth is a testament to the product’s unique appeal of great taste and nutrition, which has resonated strongly with family households across the UK. Non-HFSS compliant and featuring no ‘red traffic lights’ on the packaging, it makes for a fun yet healthy breakfast cereal that can be enjoyed by all ages.
The brand’s success is further highlighted by a +21% increase in new shoppers (Nielsen), indicating a growing base of loyal customers.
Christian Sarginson, Marketing Manager – Weetabix Portfolio, comments; “We are incredibly proud of the success Weetabix Crispy Minis has achieved.
“Fun, delicious and nutritious, the significant growth in value sales and new shoppers is a clear indication that our commitment to quality and innovation is resonating with consumers. This success follows our fresh new packaging and branding, as well as a new Weetabix TV campaign that aired at the end of last year.
“We are particularly excited to see such a strong response from teens and young adults, who are choosing Weetabix Crispy Minis as their go-to tasty cereal to start their day off right; whether that’s facing school exams, university, or overcoming the everyday challenges!”
The surge in popularity of Weetabix Crispy Minis reflects the brand’s dedication to providing delicious and nutritious breakfast options that cater to the modern consumer’s lifestyle. As Weetabix continues to innovate and expand its product offerings, it remains committed to maintaining the high standards that have made it an iconic brand for generations.
Sam Maguire, Head of Marketing, Rude Health, comments: “Breakfast tends to be seen as the healthiest meal of the day and the habitual nature of the occasion means it is often easier to be consistently healthy with breakfast choices. People are typically looking for balanced nutrition and satiety (they don’t want to have to resort to snacking before lunchtime) whilst limiting sugar intake. But increasingly there is a focus on protein and on gut health.
“Rude Health’s approach to its cereals range has always been one of balance – mixing the best ingredients (cereals, nuts, fruits) from where they grow best to create granolas and mueslis that are high in fibre whilst always having an eye on keeping the sugar content as low as possible.”
The wholegrains the brand uses mean its cereals are all high fibre which is an essential nutrient to maintain great gut health. And its focus on keeping sugar as low as possible (without resorting to artificial sweeteners) means its Ultimate Granola has 5.2g per 100g of sugar. This superior nutritional profile is paying off with 41.3% growth YOY for Ultimate Granola (Nielsen 52we value, 18/5/24).
There is increasing discussion around UPF which is of course linked to health. People are becoming aware that not all ‘healthy’ breakfast options are quite what they are making themselves out to be, with many cereal brands containing multiple ingredients (many non-natural) that have been extruded to look natural.
Rude Health’s Spelt Flakes have just one ingredient – Wholegrain Spelt and 0.5g sugar per 100g. Shoppers are waking up to the reality of what goes into cereals and the brand is seeing its focus on only simple kitchen cupboard ingredients paying off with Spelt Flakes in 33% growth YOY (Nielsen 52we value, 18/5/24).
“Taste will always remain top of people’s agenda when choosing what to have for breakfast. It is certainly key when it comes to repeat purchases,” adds Maguire. “If brands can’t deliver on deliciousness as well as health, they will struggle to maintain their place in the category. Rude Health’s total of 55 Great Taste Awards is testament to this and a key reason we are seeing such strong growth across our cereals portfolio.”
Inventure continues to make in-roads into the UK breakfast market, with the launch of an exciting new cereal range. Following the growing success of the brand’s existing product portfolio, Inventure has introduced four of its best-selling cereal flavours, in a brand new ‘on the go’ format.
The brand has now launched four American themed flavours; Marshmallow Cookie O’s, Peanut Butter Puffs, S’mores and Flumps in 40g cups (RRP: £1).
Created with convenience at the core, the new Cups are positioned as perfect for pre-school, the office or as simply as a snack – just peel back and add your choice of milk. As with the rest of the Inventure range, the new cups are based on family flavour favourites, are made using high-quality ingredients and are a great source of Fibre and Protein.
Inventure Head of Sales, Nick Hudson says: “We’re so excited to be launching some of our most popular products in this brand new convenient format. Bringing a playful twist on breakfast to the cereal category, the Cups are already proving to be a huge hit with customers. We’re very grateful to have such strong support from our retail partners to help us reach an even bigger audience.”
Susan Nash, Trade Communications Manager at Mondelez International, comments: “We’ve recently seen a 6% (Kantar) year-on-year increase in on-the-go missions within healthier biscuits, with shoppers increasingly looking for healthier snacks while out and about, which aligns closely with the typical sweet biscuit occasion.
“We can anticipate that breakfast and brunch options that can be taken out-of-home for easy and convenient on-the-go consumption will continue to grow this year, and any retail range needs to cover both take-home and on-the-go missions to meet all potential need states and occasions, while also delivering on taste and healthier biscuit options, which means wholesalers should ensure to stock a wide range of options as well.”
The five-pack multipack of belVita’s Soft Bakes Choc Chips flavour, which is the brand’s number one (NIQ) product across its entire range, is now available as a price-marked pack for the first time. This new launch will help convenience retailers tap into additional sales from value-conscious shoppers, driving this popular pack’s visibility and communicating price reassurance.
With all belVita Soft Bakes flavours now non-HFSS following recent recipe changes which brought Choc Chips and Choco-Hazelnut variants in line with the rest of the range, the new multipack will also help retailers to boost their healthier snacking offering within larger formats.
For shoppers looking for the iconic taste of Cadbury in their mid-morning snack, Cadbury Brunch has tapped into the growing trend towards healthier snacks with the launch of a new non-HFSS range – Cadbury Brunch Light – to help retailers unlock additional healthier snacking sales from this popular brand.
Cadbury Brunch Light follows in the success of the Cadbury Brunch range, which is the most popular snack in the Cadbury Biscuit range (Nielsen IQ) and Cadbury Brunch Chocolate Chip (NielsenIQ), which is now the number 1 SKU within healthier biscuits. The Cadbury Brunch Light range is non HFSS, with each bar containing fewer than 100 calories.
Cadbury Brunch Choc Chip, the number one healthier biscuit SKU (Nielsen), has unveiled a new price-marked pack to drive brand visibility and communicate value to price-conscious shoppers.
Cadbury Brunch Choc Chip PMP is available now at a pricemark of £1.39 for a multipack of five to help drive sales within the healthier snacking segment.
“Many shoppers are continuing to seek out value from the category and PMPs are a great way for retailers to provide this reassurance,” adds Nash. “PMP sales are currently outperforming standard pack sales in the independents and symbols channel (Nielsen), so this new format from Cadbury Brunch is set to help retailers attract new shoppers and boost sales, and wholesalers should make sure they’re stocked up too.”
Choc Chip is the number one Cadbury Brunch flavour, which is up by 172% (Nielsen) in the independents and symbols channel, and the new PMP will make this bestseller stand out even more on shelf with its clear and striking price point.
Louise Reynard, Customer Development Director, UK at St Pierre Groupe comments on behalf of the Baker Street brand: “Baker Street is a brand sustaining growth, despite another challenging year for the bakery category. The brand is up 27 per cent year on year (IRI, All Retail, UK sales to 7th October 2023), thanks to increased distribution via the UK’s major multiple retailers, consumer desire for ‘super-sized’ meals and continued success in the independent sector thanks to the brand’s long-life proposition.”
The key breakfast bakery sub-categories where Baker Street are active are sliced bread, burger buns and hot dog rolls, and wholesalers can boost their core range sales by stocking the Baker Street brand.
The brand’s Sliced White and Brown and its Seeded Rye and Rye & Wheat loaves meet the need for everyday bread that delivers convenience and taste. When people have more time for extended breakfasts, and stretching into brunches, Baker Street’s range of Mega Burger Buns and Hot Dog Rolls can be used for a host of tasty breakfast meals, including bacon and egg baps and sausage rolls. Increasingly, shoppers are using these bakery staples outside of the traditional ‘burger’, ‘hotdog’ or ‘BBQ season’.
The Baker Street 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, shoppers will continue to appreciate great tasting bread, that they can rely on to be there when they need it.
Breakfast is a major driver of bread and bakery sales and sales of bread products for this meal occasion are continuing to do well in 2024. Bread is bought by almost everyone, and offers a convenient, dependable, nutritious breakfast option. At the same time, despite financial pressures, shoppers are still keen to treat themselves well at home, and are investing in brands like Baker Street, that consistently deliver on quality.
“The first trend for wholesalers to be aware of in the bakery breakfast category is that products that offer both convenience and taste are a key purchase driver and showing growth, such as sliced bread, burger buns and hot dog rolls, as shoppers look for simple and affordable ways to achieve a balanced diet,” adds Reynard. “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.”
Andy Smith, Retail Sales Manager, Brioche Pasquier, comments: “Breakfasts may need to be quick, convenient and healthy, but they also need to be tasty and sometimes, the standard toasted bread just doesn’t cut it. At it’s very simplest, a Brioche Pasquier croissant is delicious, but with added avocado and smoked salmon slices it ticks all the boxes for the perfect start to the day (and it can be made at home, wrapped and taken on the breakfast commute or bought in store ready-made as a more convenient option).”
Brioche Pasquier is a perennial favourite for breakfast and its long-lasting range of breakfast items also includes Pains au Chocolate, and brioche rolls to create the perfect meal.
All Brioche Pasquier products are baked without preservatives, yet maintain a long shelf life of 29 days, due to the unique ‘levain’ in the recipe (Brioche Pasquier Pancakes has 24 day shelf life).
This makes the range 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 Pains au Chocolat and croissants are extremely popular, and both are great options for breakfast or to take as a snack on the go. It also is a step away from the traditional white loaf, with the brioche or rolls offering a slightly sweet and softly textured variation that consumers always enjoy.
Still a regular trend on the breakfast agenda is health and wellbeing which has fuelled a strong lean towards products with clean labelling.
“Consumers are concerned about their health and wellbeing and that of their families. Additives like preservatives, artificial flavourings and colourings all signal a red light to those who want to eat simple, clean bakery products. Brioche Pasquier is a family-owned company with a focus on baking quality, clean recipe products. The Brioche Pasquier range offers wholesome family food and is baked using simple recipes and natural ingredients. Key to the ingredient list of Brioche Pasquier products is the natural ‘levain’. This starter dough enables products to be fresher for longer without the use of preservatives and gives the unique taste. This original recipe was developed by Gabriel Pasquier in his small French bakery over 80 years ago and his savoir-faire has been passed down from generation to generation. The range is baked to traditional recipes using wholesome ingredients like butter, flour and eggs,” adds Smith.
“Breakfast shelves need to be dependable while at the same time adding interest with new and different products. Brioche Pasquier offers the comfort of a familiar, well-established brand with a sprinkling of continental je ne sais quoi.”
Stéphanie Brillouet, Marketing Director at leading baked goods manufacturer Délifrance: “Breakfast is a key mealtime for consumers to enjoy viennoiserie, with 91% of pastry consumers eating them in the morning (Délifrance – Prove It: Viennoiserie report 2024). More than half (54%) of consumers eat pastries for breakfast OOH, a figure that rises to 75% when at-home. This suggests there may be opportunities to grow the OOH market.
“In foodservice, the sweet and savoury bakery market – excluding bread products – is worth £9.7bn and growing at 4% year-on-year. Viennoiserie and Danish pastries make up 21% of this market and, at 7% year-on-year growth, are outpacing overall market growth. So, it’s no surprise viennoiserie has quickly become a star of the bakery market, particularly at breakfast time.”
Délifrance carried out new research to get a fresh sentiment check on consumer behaviour towards viennoiserie both in and out of home. The Prove It: Viennoiserie report looks at the products and factors driving growth in this colourful and exciting category.
In 2019, around half of pastry consumers (53%) said they were eating pastry products at least once a week. This year, the research shows that this figure has grown to a staggering two-thirds (64%) of pastry consumers. The research found that 91% of pastry consumers enjoy them at breakfast, showing a clear preference for starting the day with familiar favourites like the pain au chocolate or butter croissant.
Although 75% of these consumers eat pastries at home, only 54% do so out of home, suggesting an opportunity to grow the out-of-home breakfast segment. There is a key trend in the market highlighting a shift towards convenience and affordability, especially in the viennoiserie category. There has been a change in eating habits, with pastries now becoming an ‘everyday choice’ for many consumers, an emerging trend which could well be linked to people viewing pastries as affordable treats. Those looking for something on-the-go are most likely looking to grab something on their way to work for a morning treat.
“Quality and indulgence have continued to be critical factors in breakfast purchasing decisions. Consumers continue to prioritise premium experiences, with quality remaining the top consideration when choosing where to buy their pastries. The appeal of a freshly baked, indulgent pastry remains strong, as people seek small moments of enjoyment to brighten their day. While price and affordability are certainly important, compared with research in 2020, price sensitivity has surpassed freshness as the second most important factor, especially for packaged pastries. The focus remains on delivering exceptional taste and experience. Retailers are responding to this by offering competitively priced options without compromising on quality, creating opportunities for product innovation and promotions that satisfy both the desire for indulgence and the need for value,” adds Brillouet.
“Délifrance supports this trend with their large range of pastries designed to meet the diverse needs of both operators and consumers, offering options that range from value for money to premium, as well as plant-based alternatives. This versatility ensures that Délifrance can cater to a wide variety of preferences and dietary requirements while maintaining a focus on quality and indulgence.”
Simon Greenwood-Haigh, Proper Nutty’s Chief Peanutologist, comments: “Growing in demand across wholesale, convenience and grocery after creating a loyal following in major grocery, Proper Nutty is updating its packaging in time for a renewed winter sales push following a successful last 12 months on shelf.”
Rolling out across the whole range, including the brand’s new Dark Roast variant, new packs will now feature bolder primary colours for greater stand out on shelf and a QR code to watch Proper Nutty’s simple production process, whilst the products’ simple ingredients list of roasted single-origin peanuts from Argentina and Cornish sea salt will now move to front of pack, along with the brand’s ‘no palm oil’ promise. As before, the Proper Nutty range is available exclusively in jar and tin options, with no plastic used in any part of either format.
“Our research shows that we are winning with shoppers who want simple, premium products in plastic-free packaging, which is what we are all about,” explains Greenwood-Haigh.
“They particularly love that all our products contain either just one ingredient – salt – or two ingredients – peanuts and salt. Another big selling point is that our simple roasting and smunching process creates a delicious peanut butter that is 75% smooth and 25% crunchy and which doesn’t – unlike many crunchy peanut butters – tear your bread or toast whilst spreading.
“It’s clearly a formula that is resonating with the growing number of consumers switching over to Proper Nutty and why our sales continue to show strong year on year double-digit growth, up +28% in the last year (Proper Nutty sales data).”
Like all other Proper Nutty products, jars of Proper Nutty Dark Roast Smunchy peanut butter (280g, RRP: £3.29) bring the “best of both worlds” to the premium part of the peanut butter fixture by offering shoppers both a smooth and crunchy experience.
The newcomer is rolling out now, alongside 1kg tins of core range hero Slightly Salted Smunchy (RRP: 8.35).
Adele Ward, Whole Earth Marketing Director at Ecotone UK, comments: “Convenience is certainly key at the breakfast table, for the busy modern consumer especially. But what we’ve observed is that consumers are increasingly looking for products that deliver on health, double-fold. Alongside elements of versatility and excitement, it’s about ensuring products boast sources of protein, good fats, fibre, and of course, great taste.”
Whole Earth has always been focused on health as a category driver in spreads. As part of the brand’s renewed partnership with Team GB for the Paris Olympic Games, it unveiled the Goodness Behind the Greatness campaign – driving awareness for healthy breakfasts as part of a balanced, active lifestyle that kick starts a great day.
The Great Start PR activation was spearheaded by Olympic cycling royalty and brand ambassadors Laura and Jason Kenny. The medal-studded cycling event saw 50+ athletes and nut butter fans lap the iconic London Olympic Park, fuelled by the power of peanut butter.
The brand’s social activity champions breakfast as a powerful occasion for peanut butter, featuring insights into athletes’ lives – with Team GB activity creating viral moments with Whole Earth, as seen with Laura Kenny putting peanut butter on the breakfast map in garnering £1.4m TikTok views.
“Our limited-edition innovation to celebrate our Team GB partnership is further geared towards the health space and a breakfast solution,” adds Ward. “Whole Earth Protein Crunch peanut butter is made from roasted peanuts combined with crispy pea protein pieces with no added sugar. Driving strong on-shelf presence and excitement, it continues to entice new customers into the category with an offering that’s contains extra crunch and extra protein.”
Gareth Roberts, UK Country Sales Manager at Dole Sunshine Company, comments: “Healthiness is certainly high on consumers’ radars, with a recent report showing 36% of breakfast eaters saying health reasons have prompted them to change what they have for breakfast over the last 12 months. That’s just one of the reasons why towards the end of last year we announced an exciting redesign across our fruit in juice range.
The newly designed packs now feature clear ‘no added sugar’ and ‘vegan friendly’ messages to give consumers the reassurance they need that they will be eating something which is both delicious and healthy. And on the subject of health, an increasing number of consumers are concerned about the long-term impact on their health of ultra processed foods, so this subject is only going to continue to grow in importance. With mass produced sliced bread and breakfast cereals often being cited as two of the biggest examples of UPF food, many consumers are likely to be looking to change their regular breakfast choices and consider something more natural, so fruit (whether packaged or fresh) should be a likely beneficiary.”
Out of home breakfasts are increasingly popular because they can be consumed quickly and conveniently and fit into the pattern of people’s everyday busy lives. Dole’s on-the-go breakfast solution is 198g fruit cups, filled with either pineapple or tropical fruit, which are priced at just £1.50 and are the perfect portable and healthy breakfast snack.
Ideally suited to the chiller, the 198g fruit cups not only taste great, but have a shelf life of over 90 days which minimises waste, whilst delivering all the health benefits of fresh on the go, and even come with a handy wooden cocktail stick to aid eating on the move.
Dole Sunshine Company is the UK category leader in packaged fruit snacks, with its entire product range containing 100% real fruit, with no added sugar in any of its fruit in juice range.
Its products are enjoyed by consumers, not only because of their taste and health benefits, but also due to their versatility as they can be consumed at breakfast, as a mid-morning snack, as a dessert, at home, in the office, at the gym, on the train or literally anywhere and whenever you like.
Its best-selling products are the Pineapple, Mandarin, Mixed Fruit and Peach variants of the fruit in juice range and come in convenient and recyclable packs which can be eaten at home or on the go.
“Despite the recent drops in inflation, we still can’t ignore the cost-of-living crisis, which continues to impact many consumers’ shopping behaviours,” adds Roberts. “Whilst fresh fruit can come at a premium price, shoppers now understand that ambient goods not only offer good value and have longer shelf lives, but in the case of our Dole packaged fruit range, can also be one of your five-a-day and a healthy part of their overall diet. So, while some breakfast products may have risen significantly in price over the last twelve months, consumers can buy a four pack of Dole’s fruit in juice cups for just £2.29 or our 227g small pineapple chunks can for just £1.15, both of which offer a great tasting and healthy product at a price most can afford.”
Over the summer Dole carried out a huge consumer activation campaign which got the country talking about fruit and celebrating its role in meals and treats. To spearhead the campaign, Dole teamed up with TV presenter Angellica Bell who is best known for her appearances on The One Show amongst others, as well as winning Celebrity MasterChef. This celebrity partnership helped promote two big campaigns for the Dole’s ingredients, with Angellica becoming the face of the brand’s creative PR and social media campaigns which will run through to Spring 2025. The partnership is split into two campaigns that are designed to highlight the taste, quality, versatility and convenience of Dole’s Tropical Gold Pineapple and their snack pot ranges, including the recently launched Dole Fruit in Jelly Kids pots.
Alongside the celebrity partnership, Dole undertook a huge summer sampling programme at events such as Fearne Cotton’s Happy Place Festival, which took place in both London and Manchester. Alongside this was a major social media drive where Dole teamed up with a café to secretly add pineapple to a traditional English Breakfast while a hidden camera filmed people’s reaction, supported by a media campaign reaching over two million consumers.
Ross Davison, Head of Convenience at Kepak (Foods Division), home of Rustlers, comments: “The ‘total food to go’ and ‘eating out’ market is continuing to recover with growth in value sales +7.3% year on year (MealTrack & Nielsen), spurred by a gradual return to workplaces and pre-pandemic behaviours.”
Food to go remains the lion-share of the eating out market, with 71% of spend. Eating out has seen faster growth (+9.9%) compared to food to go (+6.3%) as the market recovers from the Covid years (MealTrack & Nielsen).
However, more recently there has been a slowdown in eating out of home, which indicates shoppers are feeling the cost of living (MealTrack & Nielsen). Previously, shoppers were looking to treat themselves during lockdown, but this is now giving way to looking for value alternatives. This is a huge opportunity for retailers if they can fill the gap with quality food-to-go options at a cheaper price than QSRs.
Within food to go, retail remains the driver of growth with the multiples seeing the highest growth (+32.6%). Workplace and vending are at 16.1%, discounters at 14.2% and convenience at 12% (MealTrack). Traditional food-to-go outlets – sandwich shops, high street, forecourts, and transport – are all suffering with the rising cost of living as price increases filter through (MealTrack).
Anna Clapson, Insights Manager at Creed Foodservice, comments: “In today’s fast-paced dining landscape, consumers are increasingly seeking quick, convenient, and healthy breakfast options. For caterers, this presents both a challenge and an opportunity to meet evolving demands without sacrificing quality or creativity.
“One effective speed-led solution lies in the use of pre-prepared pastry products that can simply be defrosted, significantly streamlining operations while minimising the need for specialised staff and extensive preparation space.”
High-quality, pre-prepared pastries not only save time but also allow caterers to offer a diverse range of appealing breakfast items. While classic croissants and variants remain a breakfast staple in the UK, the demand for innovative pastry formats is driving exciting new developments in the market.
Dawn Foods has introduced a unique twist on the traditional croissant with their New York Croissant Roll. These croissant discs, which simply need defrosting for 30minutes at room temperature before serving, are made with premium butter and a slow dough proving process. They boast a beautifully fine crumb and crunchy lamination. Inspired by the viral bakery sensation, Lafayette’s Suprême croissant in Manhattan New York, and now hugely popular in many London bakeries, these versatile pastries can elevate breakfast offerings allowing chefs to create both savoury and sweet items effortlessly for grab-and-go breakfast in style.
For instance, half-dipped in a glaze and adorned with toppings such as chopped nuts, candied fruit, or even edible flowers, these croissant rolls transform into visually stunning breakfast treats. Caterers can also pre-fill them with flavoured creams, think pistachio, rose, or lemon, for an indulgent twist.
“Additionally, the flexibility of these pastries allows for creative seasonal specials with minimal effort,” adds Clapson. “Caterers can easily adapt toppings and themes to align with calendar events. For Christmas, consider filling the rolls with a rich chocolate ganache and topping them with crushed peppermint, or fill with a homemade mincemeat flavoured custard for a comforting festive flavour.”
These croissant rolls can also be sliced in half to serve as decadent alternatives for breakfast sandwiches, offering an upgrade alternative to a bread roll carrier. Their versatility makes them a perfect substitute for muffins or even bagels and means caterers can upgrade the price tag on them too – driving essential margins.
“Visual presentation is key to driving sales in the competitive breakfast market,” says Clapson. “Showcasing these innovative pastries effectively, both in displays and on social media, will attract customers and highlight their unique appeal.”
Epicurium’s Marketing Manager, Richard Jefferson, comments: “Breakfast can be very significant to retailers, if done right. More and more people are eating breakfast out of home, with a third of younger workers eating breakfast out several times a week and almost 20% of 24-35 years olds doing the same.”
The importance of the breakfast category is driven by several factors.
Busier lifestyles and an increasing number of people on the go have led to a rise in demand for convenient and quick breakfast options.
There is a growing trend toward healthier breakfast choices, including options like yoghurt, fresh fruit, and granola, reflecting changing consumer preferences for nutritious and convenient morning meals.
The convenience sector often caters to the grab-and-go culture, providing ready-to-eat breakfast items such as sandwiches, pastries, and beverages for consumers looking for a quick and easy start to their day. Retailers and convenience stores have diversified their breakfast offerings to cater to a wide range of consumer preferences, including traditional English breakfast items, continental breakfast options, and healthier alternatives.
Companies within the convenience sector continually innovate in product development, introducing new and interesting breakfast items to meet the evolving tastes and preferences of consumers.
“Bakery is a big winner in convenience alongside coffee. Iced coffee drinks are growing very strongly as a breakfast option due to the quality and brand engagement of coffee drinkers. Alongside the big Costa & Starbucks coffee brands, Jimmy’s Iced coffee is a big seller, while Fuel 10k’s protein granolas and Porridge are also big sellers with Epicurium’s customers,” adds Jefferson.
“It’s also important to identify what local shoppers looking for, and what breakfast mission are they looking to fulfil – on the go, eat now, or eat at home?”
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