Breakfast remains the UK’s largest meal occasion, with 9 in 10 consumers eating it daily (Kantar) and bakery items purchased by 99.9 per cent of the population at least twice a week (Kantar Worldpanel).
As younger consumers enter the market, their habits are reshaping the category.
While some skip breakfast due to busy lifestyles, they’re also driving the fastest growth in bakery spend, particularly in breakfast-on-the-go options and weekend indulgences at home.
Brands like St Pierre are resonating with this audience by aligning with lifestyle-led choices that prioritise flavour, experience, and affordable luxury.
Louise Reynard, Customer Development Director UK, at St Pierre Groupe, comments on behalf of the St Pierre brand: “At St Pierre, we’re seeing younger shoppers and families returning to brands that offer both quality and value. Despite ongoing economic pressures, these groups are still looking to treat themselves well for breakfast, whether that’s an indulgent croissant at home or a sweet treat in the morning routine.
Premiumisation and permissible indulgence are key trends here, and bakery items that deliver restaurant-quality experiences, like our All Butter Croissants made with 30 per cent French-churned butter, are performing strongly across a range of age and income brackets.”
Continental-style items are also on the rise across all demographics, with shoppers keen to upgrade their everyday routines. As a result, breakfast is seen not only as a staple, but an occasion, and one that shoppers are increasingly willing to spend a little more on.
“Staying with convenience, breakfast habits are evolving, and the rise in hybrid working means more people are grabbing breakfast on the go during “in office” days,” adds Reynard. “This presents a clear opportunity for wholesalers and the retailers they supply, and at St Pierre we’re delivering solutions that cater to both convenience and indulgence, in the form of our individually wrapped morning goods, which are performing exceptionally well in food-to-go and convenience. They pair perfectly with hot drinks and offer an affordable, everyday treat that shoppers can pick up as part of their morning mission. Wholesalers should advise their symbol retailers to place these near coffee machines or store entrances, to help them drive incremental spend and repeat visits.”
While health concerns are undoubtedly playing into many shoppers’ food choices, modern consumers are increasingly looking to indulge without the guilt, leading to the rise of “happy” treats, including at breakfast.
Sweet, guilt-free pleasures are becoming a focus for the industry as consumers allow themselves to have a little of ‘what makes them happy,’ even if it doesn’t necessarily tick the box for typical health credentials.
Consumers are aware of the balance of ‘health’ with ‘wellbeing’, and this is an area where St Pierre is winning.
“For wholesalers, making the best of breakfast, particularly bakery and morning goods, comes down to monitoring sales in the different subcategories, knowing what their retailer customers and out-of-home operators want, and stocking exciting brands and products that will sell. Wholesalers can empower their retailer customers to succeed, by stocking a strong selection of products from leading brands like St Pierre,” says Reynard.
“Wholesalers can help retailers increase customer loyalty and breakfast time spend by targeting their breakfast bakery offer at younger shoppers and those with families, whose spend in bakery is growing fastest.
“Cash & carries should maximise their breakfast bakery sales by making their bakery sections easy to shop and dedicating extra space to high performing products like St Pierre’s morning goods and brioche, so their retailer customers can get their stores ready for unpredictable sales uplifts. This is particularly important in the run up to public holidays and the Christmas break, when people are at home for days at a time and want to enjoy themselves with their favourite bakery treats.”
Louise Reynard, Customer Development Director UK, at St Pierre Groupe, comments on behalf of the Baker Street brand: “Enjoyment and taste remain key drivers in breakfast choices, but consumers are increasingly aware of how their food impacts overall health. Shoppers are now seeking brands that strike the right balance offering both nutritional benefits and everyday practicality while still delivering on flavour and enjoyment.
“The Baker Street range caters to every type of breakfast occasion. From classic white and brown sliced loaves for morning toast, to Seeded Rye and Rye & Wheat loaves for a healthier start to the day, and even burger buns and hot dog rolls for leisurely brunches – there’s something for every customer. Wholesalers should ensure these options are available to their retailer customers, giving shoppers a trusted, great-tasting brand that fits their lifestyle.”
Convenience and value are important considerations for shoppers buying bakery items for breakfast, and brands that offer them, like Baker Street, do well. White and brown sliced loaves remain staple purchases for the vast majority of UK households, due to their versatility and convenience, particularly in the mornings when time is limited. Bread varieties with natural health benefits like rye are growing in popularity, while burger buns and hot dog rolls appeal to people wanting a ‘bigger eat’ for extended breakfasts and brunches. The brands that are winning in the breakfast space are those like Baker Street, which deliver these benefits in formats offering value and convenience.
“It’s clear that consumers are increasingly looking for breakfast options that are healthy but don’t compromise on flavour or satisfaction. For many people, healthy eating means finding a balance – a breakfast that delivers on fibre, protein and slow release of energy, whilst still ticking the boxes for taste and convenience,” adds Reynard.
“We’re seeing this shift reflected in the growing demand for rye-based bakery products such as our Seeded Rye and Rye & Wheat loaves, and as a result, Baker Street is now the UK’s number one rye bread brand (IRI). These breads offer a naturally higher fibre content than standard loaves and are often chosen by consumers looking to support their health and maintain energy throughout the morning.”
Health has become much more of a driver of everyday eating behaviour, not just a quick fix. The Kantar data shows nutrition is becoming central to people’s morning routine. Increasing numbers of consumers are looking for easy wins with their diet, and functional breads like those in the Baker Street rye range meet that need. They’re long-life, great tasting, and support a healthier lifestyle without adding complexity in terms of nutrition. Their extended life compared to short-life bakery products makes it easier for cash and carry depots to hold sufficient stocks and reduces the risk of wastage for retailers who introduce them to their range. “Wholesalers can grow their breakfast sales by focusing on the main categories and building ranges around recognised brands like Baker Street. The brand’s versatility helps independent retailers maximise their breakfast offering, with an attractive range of products to suit all budgets and customer needs,” says Reynard.
“Wholesalers should offer a broad range within each category from value to premium to cover all price points. Regularly reviewing breakfast sales data helps identify the top-selling bakery items, such as everyday sliced bread, speciality loaves like rye, and burger buns or hot dog rolls. Ensuring good availability and stock levels is key.
“The Baker Street range ticks all these boxes. Its extended shelf life offers real value for wholesalers, particularly as reducing food waste and maintaining freshness become increasingly important to retailers and their shoppers.”
Fabien Pasquier, Retail Sales Manager, Brioche Pasquier, comments: “In the morning, many consumers want a breakfast that is quick and easy or that can be eaten on the commute. For this reason, cereal bars and toast are always popular but for a breakfast with a difference, our brioche range has become a firm favourite in many homes due to its soft, pillowy texture and slightly sweet taste, making it perfect for a simple breakfast or a toasted roll loaded with bacon, eggs and mushrooms.
“Individually wrapped for freshness, Brioche Pasquier’s Pains au Chocolat are ideal for eating on the go, saving time amid the morning chaos. What’s more, thanks to their long shelf life the products can be purchased in multi-packs, providing an accessible and affordable solution to weekday breakfasts.
“Consumers are increasingly conscious of what they are eating and are looking for ‘clean’ ingredients. Brioche Pasquier products do not contain any artificial colours, flavours or preservatives, instead they get their long life and rich flavour from ‘levain’. From our Brioche Rolls to our pancakes, all our products are made with wholesome ingredients, such as eggs and flour, and are based on the recipes of Gabriel Pasquier. His sons used these to establish the Brioche Pasquier Group, turning Gabriel’s popular brioche products into the much-loved brand that is now found in retail stores across the globe,” adds Pasquier.
“When it comes to breakfast, our croissants are always a popular choice. Crafted using traditional bakery methods to create layers of pastry and butter, they are incredibly versatile and can be enjoyed plain or elevated into a filling breakfast by adding ingredients such as avocado, bacon and egg.”
For the ultimate breakfast, Brioche Pasquier Pancakes are soft and tasty, making them perfect for an indulgent breakfast, brunch, lunch or snack. Along with the original Pancakes, the new Choc Chip version comes conveniently wrapped in packs of two pancakes which makes it very easy to pop a pack (of two) into a bag, pocket or lunchbox. They make an ideal snack to keep you fuelled through a busy working morning, at home or on the go. Like all Brioche Pasquier products, they are made with eggs and milk, are suitable for vegetarians and have been made to a simple recipe by expert bakers, using Rainforest Alliance Chocolate.
Stéphanie Brillouet, Marketing & Innovation Director, Délifrance, comments: “Enjoyment and taste aren’t just “nice-to-have” qualities in breakfast products – they’re absolutely fundamental. Breakfast is the first eating occasion of the day, and consumers expect it to both fuel them and provide a little moment of pleasure. Recent insights from Délifrance’s ‘Prove It: A Bitesize Guide to Coffee Shops’ report reinforce this: food is the number one factor influencing where consumers choose to buy, ahead of drinks, ambience, or even value for money. Within that, 57% of consumers identify taste as the single most important driver when deciding what to purchase.”
Taste and enjoyment remain key drivers, with carefully crafted, flavour-forward products delivering a sense of indulgence without a premium price tag. Consumers consistently gravitate towards high-quality, comforting foods that add enjoyment to their day. Viennoiserie embodies the art of premium indulgence, transforming everyday moments into special “me moments”. The research highlights how croissants, pastries and other sweet bakery classics continue to remain staples of the morning occasion, offering a blend of comfort and affordable indulgence that customers trust to deliver a satisfying experience. At the same time, variety and innovation are becoming increasingly important, especially for younger consumers who are more open to exploring new flavours and formats – provided they still deliver on taste and quality.
“Breakfast continues to be one of the most dynamic and competitive occasions in foodservice – and bakery sits firmly at its core. For wholesalers, pastries present a particularly strong opportunity: 91% of pastry consumers enjoy them in the morning, and more than half (54%) choose to eat them out of home, especially in cafés, bakeries, and coffee shops (Délifrance). While plain croissants remain the undisputed bestseller, there is rising demand for both sweet and savoury viennoiserie that combine quality with convenience, making them ideal for on-the-go occasions,” adds Brillouet.
“Looking more broadly, sandwiches are the number one choice for UK breakfast and brunch, selected by 72% of customers. They’re closely followed by sweet bakery items (64%) and savoury bakery products (62%). Together, these categories form the backbone of the morning menu – from buttery croissants and indulgent muffins to panini, sourdough sandwiches, and other handheld favourites.
“For wholesalers, the advice is clear: help operators nail the basics with these proven core lines, while also supporting them with seasonal, indulgent, or customisable options that add excitement and encourage repeat visits. Coffee shops and cafés are no longer just a quick caffeine stop – they’re spaces for rituals, treats, and social connection. By supplying a mix of dependable classics alongside innovative products, wholesalers can position themselves as essential partners in helping operators capture morning trade and build customer loyalty.”
Jason Geary, Master Baker at Jason’s Sourdough, comments: “Even when people want breakfast to be quick and easy, taste and enjoyment remain essential. We’ve seen shoppers increasingly demand simplicity and authenticity, choosing products with fewer ingredients and a focus on quality. For bread lovers at breakfast, this means more than just grabbing a standard toasting loaf, it’s about finding something that really elevates their breakfast and delivers truly top-tier toast.
“This gives retailers the chance to capitalise on premium offerings that stand out on shelf. At Jason’s Sourdough, we are at the forefront of this shift. Our loaves make the best toast. With our commitment to 100% proper sourdough, every loaf of bread is made with no shortcuts or unnecessary ingredients. Only four natural ingredients – flour, water, salt, and fermented wheat flour – go into every loaf. The result is authentic sourdough that is full of flavour and texture and makes the perfect, crisp toast, making breakfast a moment to enjoy and savour rather than just a quick routine.”
Affordability and convenience are more important than ever. While consumers are seeking quality and premium offerings, they still expect these products to be accessible at an everyday affordable price. Convenience also plays a pivotal role, with people wanting bakery products that fit seamlessly into their shopping habits and budgets, whether in small convenience stores or larger supermarkets.
“Jason’s Sourdough offers consumers the option to combine great quality and top-tier toast, with an affordable price point and accessibility from convenience stores and supermarkets. No more £6.50 for a loaf of Sourdough to elevate your everyday breakfast occasion,” adds Geary.
“This shift in demand, along with wider availability and product shelf life, means the bakery industry can deliver consumers the variety they want, whenever and wherever they shop, at an affordable and accessible price point. Jason’s Sourdough meets this demand perfectly, offering authentic sourdough at an affordable price point, making it easy to pick up during the weekly shop.
This blend of quality, affordability, and availability positions Jason’s Sourdough as a key player in the ever-growing bakery market.”
Fabien Levet, Commercial Manager at Pidy UK, comments: “As with all areas of the foodservice industry, the breakfast occasion tends to polarise. On one hand, you have the consumers that are looking for something cost-effective and convenient to enjoy on the move. On the flip side, you have the consumers that are trading up – dining out less often but splurging more when they do – that typically seek a more indulgent experience.
“To appeal to the latter group, wholesalers should prioritise versatile products which can easily help operators elevate menus. For example, Pidy’s crisp, golden, buttery puff pastries can be used across the breakfast, lunch, dinner, and dessert occasions. For breakfast, inspire chefs with a suggestion of filling Pidy’s pastry shells with a simple garlic cream sauce, fried bacon and mushrooms, topped with a poached egg. With an ambient shelf life of nine months plus, the pastries are convenient to grab and fill as required, and leave chefs with plenty of time to experiment with new filling flavour combinations.”
Barnaby MacAdam, Development Chef, Santa Maria Foodservice (Paulig PRO), comments: “Food and mood are closely linked, and customer preferences often shift as the week progresses. Early in the week, many consumers lean towards healthier choices that deliver energy, focus, and a sense of balance. As the weekend approaches, there is a natural move towards more indulgent options, as people look to reward themselves and enjoy a treat. At the same time, health and wellness trends continue to shape decision-making, with rising interest in breakfasts that are lighter, protein-rich, or fibre-packed to support long-lasting energy and satisfaction. For operators, this highlights the value of creating menus that strike the right balance – offering both nourishing options and indulgent favourites that cater to different moods and moments.
“Offering a well-considered mix of healthy and indulgent options allows for a clear direction while remaining flexible. For instance, protein-packed bowls or healthy breakfast wraps can sit alongside classic indulgent breakfast items. This approach enables businesses to stay relevant in the breakfast market while appealing to diverse customer preferences.”
Santa Maria offers a range of ambient and frozen tortillas, produced in a carbon-neutral factory using flour sourced just 20 miles from the company’s Milton Keynes office. With 44% of consumers’ attitudes and behaviours being highly health-conscious (Lumina), the tortillas align with the latest salt-level guidelines and contain no added sugar. Santa Maria provides a variety of tortillas including wholemeal, spinach, tomato and grilled options, in multiple sizes. Their exceptional durability and versatility make them ideal for transforming menus across all day parts. The tortilla wraps are versatile, sustainable and quality assured, serving as the perfect carrier for both healthy and indulgent on-trend world flavour combinations – such as Eastern Mediterranean, Korean, Mexican and more.
Breakfast is a particularly important part of the day. Mornings typically attract consumers on their commute to work who are often looking for a quick, portable option. Additionally, convenience is a major factor in consumers’ decision making when deciding what and where to eat (Paulig Pro), making breakfast wraps and burritos the perfect handheld option for time-pressed consumers. Burritos also offer clear operational advantages. They can be easily pre-wrapped and kept warm in foil for grab-and-go, ensuring quick turnaround during peak times. For dine-in experiences, they can be served open, pre-prepared for busy service times, or freshly prepared to allow for customisation. The flexibility to load up with extra toppings or swap ingredients boosts customer satisfaction. Plus, the beauty of burritos is that they are cost-effective for operators to create but, if offered with exciting and innovative fillings, can command premium pricing and deliver healthy margins.
Breakfast burritos continue to be a customer favourite thanks to their adaptability. Operators can incorporate classic British breakfast flavours, like a sausage, baked bean and mushroom burrito, or take inspiration from global trends with a jalapeno scrambled egg, avocado, tomato and salsa combo.
The beauty of breakfast and brunch is how versatile these meals have become. Pretty much anything goes and as consumers’ palates evolve, out-of-home operators have the opportunity to create exciting menu items that harness global trends, deliver bold flavours, and generate solid profit margins.
“To stay competitive in the breakfast and brunch space, operators should consider how global flavours can elevate familiar formats without adding complexity to the kitchen. Practical solutions such as sauces, spice blends, and seasonings make it simple to introduce bold new tastes while keeping prep time and costs under control, adds MacAdam.
Across the market, everyday breakfast favourites are being reimagined with international influences that entice the adventurous diner. Indian-style masala eggs paired with spiced potatoes, waffles finished with a drizzle of a kick of Korean chilli sauce, or flatbreads sprinkled with za’atar from the Eastern Mediterranean show how small twists can transform simple formats into dishes that feel modern, vibrant, and full of character.
Global flavours also integrate seamlessly into carriers consumers already love, from wraps and toast to waffles and buns. A classic fry-up gains new life when served with spiced beans or masala-roasted potatoes, while breakfast burritos filled with scrambled eggs, chipotle, and black beans tap into bold Mexican flavours. Avocado on toast feels instantly elevated with the addition of pickled vegetables or a harissa drizzle, while an all-American favourite like fried chicken and waffles can be updated with a kick of gochujang or smoky chilli sauce. These formats remain approachable and familiar, while creating the sense of adventure that resonates with the 80% of consumers who say they enjoy trying new foods when dining out of home (Lumina).
“The real opportunity lies in elevating everyday staples with global flavours – simple to execute, but big on impact and bang on trend. Think a spoonful of salsa or sprinkle of chilli flakes over eggs, or a drizzle of chipotle mayo in a breakfast wrap: small touches that transform the ordinary into memorable, without adding prep complexity,” says MacAdam.
“By layering in global flavours through easy, scalable add-ons, operators can keep menus fresh, stand out from the competition, and ensure breakfast and brunch offerings stay relevant in a fast-moving market. Santa Maria’s wide range of sauces, seasonings, rubs, and spice blends deliver authentic tastes while saving valuable prep time. With one protein base – meat, vegan, or vegetarian – different seasonings and sauces can be used to create multiple burrito or wrap fillings, adding variety without extra effort. From Korean heat and Indian spice, to Eastern Mediterranean herbs, Mexican vibrancy, and American indulgence, operators can refresh familiar formats with a global twist. The result? Breakfast and brunch menus that feel modern, exciting, and worth leaving home for.”
Tom Styman-Heighton, Development Chef at Funnybones Foodservice, comments: “While factors such as health, convenience, and broader industry trends influence popularity of breakfast products, the most important factor remains taste and enjoyability. Nobody is going to order food they don’t like the sound of after all! For this reason, it’s important that wholesalers don’t overlook the classics. Stocking all the ingredients required for a classic breakfast burrito – think sausage, bacon, eggs, mushrooms, beans, hash browns, (or potato puffs as an alternative!) and soft tortillas – not only enables chefs to create this fan favourite but also use these components across multiple dishes for maximum versatility. Whether that’s bacon in a club sandwich, mushrooms in a veggie-friendly risotto, or tortillas across a range of lunch and dinner staples such as burritos, quesadillas, fajitas, enchiladas, and soft tacos.
Funnybones frozen tortillas reduce unnecessary food waste and maximise storage convenience and require a matter of minutes to defrost. Corn tortillas are also particularly popular with customers with dietary restrictions, as they benefit from being naturally low is salt, carbs, and calories, do not contain gluten and are vegan-friendly.
“Dining out at breakfast time is usually due to being on-the-go bright and early, so to appeal to busy grab-and-go diners, wholesalers should ensure their offering is easy for operators to pitch as enjoyable on the move,” adds Styman-Heighton. “Anything that requires cutlery or is messy will inevitably hinder the convenience factor that makes takeout breakfast so attractive in the first place. King of the breakfast on the go of course is the mighty breakfast wrap and it’s very easy to throw together. For a meatier alternative to the classic fillings, chefs could swap the classic sausages and bacon for some juicy pulled meats. Not only does this help set operators’ offerings stand out, but it also increases consumers’ protein intake, helping customers feel fuller for longer, thus helping them feel they’ve achieved better value for money.”
Funnybones’ new Rio Pacific pulled meats are all authentically smoked with hickory wood chips in an open smoker for up to 14 hours, resulting in a superior taste and texture. Choose from smoked pulled pork, or halal-friendly chicken or beef brisket. The convenient 2 x 1kg format can be kept refrigerated for up to 5 days once defrosted, so there’s no risk of unnecessary food waste. Thanks to their light seasoning, the meats can be customised with any sauce or seasoning for maximum culinary creativity. These meats can be used across breakfast menus, in wraps, breakfast rolls, or to add protein to omelettes or egg muffins.
“While grab and go dominates the breakfast market, it’s also important to consider diners that may be eating out for breakfast as an indulgent treat that wish to sit-in,” says Styman-Heighton. Likewise, wholesalers should ensure they have free-from products to appeal to operators looking to cater to customers with dietary restrictions, such as gluten free and vegan options. Catering to these requirements can seem like a daunting challenge, especially when it comes to complex free-from recipes.”
Funnybones’ thick, fluffy, American-style pancakes are available in a vegan-friendly format. Arriving frozen, the ready-to-cook pancakes eliminate the stress of caterers achieving that light yet rich consistency every time. Featuring a subtle vanilla aroma, these pancakes are compatible with a range of different toppings, so they’re ideal for brunch or dessert menus. To appeal to health-conscious diners, top with fruit coulis and seasonal fruit; for something more indulgent chefs could smother them in melted chocolate and toasted marshmallow; and for a more savoury option, combine bacon and syrup. Funnybones’ Encona Canadian Maple Chilli Jam offers the sticky sweetness of a classic maple syrup, with the fiery twist of hot chillies.
Susan Nash, Mondelez International’s Trade Communications Manager, comments: “In relation to healthier breakfasts, belVita has recently launched belVita Duo Crunch Choco Hazelnut, a limited edition, perfect combination of chocolate — the number one flavour in healthier biscuits (NielsenIQ)— alongside high fibre and belVita’s signature blend of five wholegrains.”
Available until December 2026, this new limited edition is the ideal addition to a morning or afternoon snack, belVita Duo Crunch Choco Hazelnut gives the convenience of a healthier biscuit in a 5×2 pack format (253g) RRP £2.99. BelVita Duo Crunch Chocolate Hazelnut contains a blend of five wholegrains, and the new flavour addition hopes to reach new shoppers and drive incremental sales for wholesalers.
The Cadbury Brunch range is performing strongly, with Cadbury Brunch Choc Chip the No.1 SKU in healthier biscuits (Nielsen). The value pack has 10 bars — an additional six bars to the standard pack — and aims to meet the needs of large families and shoppers looking for better value. Cadbury Brunch Choc Chip cereal bars are packed with a mix of textured cereals: oats, bran flakes and rice crispies all mixed with a drizzle of honey, topped with chocolate chips and dipped in smooth Cadbury milk chocolate.
“Cadbury Brunch offers a great range of grab-and-go cereal bars for busy mornings, afternoon pick-me-ups, or whenever consumers need something satisfying on the move. The range offers a point of difference to shoppers where the ingredients deliver irresistible flavour,” adds Nash.
Ewa Moxham, UK Head of Marketing at Yoplait, comments: “Breakfast is the most important meal of the day, with 97% of consumers having breakfast (Kantar), and it’s also the least likely meal occasion to be skipped as people look to start the day on a positive note (Kantar). Fewer households are purchasing traditional breakfast categories such as bread, cereals, juices and smoothies, which have declined in penetration year-on-year (NielsenIQ), and so retailers should be looking to alternative categories that meet growing consumer demand for convenient, but healthier options for breakfast.”
More households are buying yoghurts, with penetration growing to over 96% (NIQ). Yoghurts and Dairy drinks value sales are growing by 6.5% and volume sales are growing by 5.9% (NielsenIQ), reflecting the true growth in consumption. It’s a growing opportunity and dairy drinks can be enjoyed across many mealtimes, including breakfast, and across age ranges. People are also consuming yoghurts on more occasions, with total occasions growing by +6% yoy, largely driven by growth in breakfast, but also in snacking (Kantar). This presents opportunities for growth of larger pots for the in-home breakfast occasion and portable formats for snacking and on the go.
“For kids, a nutritious breakfast sets the stage for learning, focus, and energy throughout the day,” adds Moxham. “Yet, busy mornings can make it challenging to ensure children get the right start. This presents a significant opportunity for retailers to highlight yoghurt as a convenient and nutritious breakfast choice for kids, expanding usage occasions.”
With nearly a quarter of the children in the country being either obese or overweight by age five (UCL), convenient yet nutritious breakfast options have never been more important. Additionally, over a million children are at risk of poor development due to a lack of key nutrients like calcium and vitamin D—both of which are found in dairy products and essential for growing kids.
Kids yoghurts in the UK are growing, around 1.7% in value sales, increasing to 4.2% (NielsenIQ). Kids yoghurts are enjoyed throughout the day, with Lunch and Dinner being the biggest occasions, however breakfast is the fastest growing occasion for Kids yoghurts, growing at 8% year on Year (Kantar).
The convenience channel is a popular destination for consumers looking for top-up shops as well as for the on-the-go occasion. The Yoghurt category in convenience is worth over £3,8bn and growing at 6.5% in value and 5.9% in volume (NIQ).
Ed Sykes, Coffee Category Lead Nestlé UK & Ireland, comments: “The Mixes segment is growing at +6.3% value sales YoY (Circana, IRI) and allows shoppers to imitate the Barista experience at home through the variety of cappuccinos, lattes and mochas now available in the category (Mintel). This year we’ve also launched Nescafé Iced Coffee Multiserve 750ml in Iced Caramel and Iced Latte, and Nescafé Espresso Concentrated 500ml in Vanilla, Caramel and Classic.”
This summer saw the launch of Nescafé Espresso Concentrated. Revolutionising how iced coffee is prepared at home, Nescafé Espresso Concentrated is a premium liquid coffee that can be used to create barista-style iced coffees. Each bottle contains 16 servings and is available in three delicious flavours: Vanilla, Caramel and Classic.
The coffee category is worth £1.8bn (Circana, IRI) and Nescafé is the UK’s No.1 brand (Circana, IRI), with over 6.6bn cups of Nescafé coffee consumed in the UK each year (Circana, IRI.
“To enhance the shopper experience and aid navigation at shelf, stores should merchandise products on shelves from left to right, arranging from the lowest to highest pence per cup items. Stock a diverse range of the best-selling brands and prioritise PMP products where available for convenience mission-led stores. Ensure that the allocation of space to category sub-group is proportionate to the sales generated, and for products with a high rate of sale, ensure adequate facings to support sales performance,” adds Sykes.
“Allocate space in depot appropriately taking into consideration case rate of sale, and the proportion of sales generated by category. For example, in the market Coffee Value Sales are now x2.2 larger than tea (Circana, IRI). We recommend 65% of Hot Drink space should be allocated to Coffee, followed by 25% for Tea, and 10% for Other Hot Drinks. To aid customer navigation and highlight new product availability, introduce in-aisle category signage and use point-of-sale material such as digital aisle-ends and leaflets.”
Kate Abbotson, Senior Trade Communications Manager at Coca-Cola Europacific Partners (CCEP), comments: “The RTD coffee segment is forecast to be the highest growth category in soft drinks (Costa) and becoming a staple for the breakfast occasion.”
According to long-term projections, the category is expected to double in size by 2030, reaching an estimated £670 million (Nielsen). Originally a niche category when it launched in 2010, RTD coffee is now well established in the mainstream, with its trajectory driven primarily by younger consumers who have adopted it as a year-round, all-occasion beverage (Kantar).
The Costa Coffee RTD range has been carefully designed to meet a broad spectrum of growing consumer need-states, ensuring there’s a product for every breakfast moment: the Double Shot variants deliver a high-intensity caffeine hit, ideal for busy or low-energy mornings, the Latte and Caramel Latte offer smoother, more accessible options for early coffee drinkers and the Frappé range provides a more treat-led, lower-caffeine experience, appealing to those looking for flavour and comfort over function at the start of the day.
Leading brands like Costa continue to play an important role in giving the category credibility and recruiting new shoppers from hot coffee or from other chilled soft drinks segments.
“CCEP has introduced a modernised pack design across the Costa Coffee RTD range this summer, featuring bold Costa branding, clearer flavour descriptors and a clean, premium aesthetic that appeals to younger consumers,” adds Abbotson. “The updated packaging has rolled out across 250ml sleek cans, 330ml bottles and multipacks. This doesn’t just help the brand and the category stand out in store; clearer communication of product intrinsics on pack makes an increasingly diverse category easier for consumers to shop depending on their need state.”
One of the biggest updates to the refreshed lineup is the Creamy Tiramisu Frappe – a low-caffeine drink inspired by the classic Italian dessert. It has a smooth, velvety texture and a rich, dessert-style flavour, perfect for indulgent, treat-led occasions.
Another new addition is the Double Shot + Caramel, which pairs high-caffeine intensity with smooth caramel flavour and added vitamins. It’s designed as a flavour-driven energy boost in a convenient grab-and-go format, perfect for those busy mornings.
These innovations sit alongside existing favourites, such as the 250ml cans of Latte and Caramel Latte.
Emma Sutton, Shopper Marketing Manager – Impulse, Tropicana Brands Group, comments: “There are several trends that are driving sales across breakfast opportunities, not least the ever-increasing consumer demand for health and wellbeing.
“This is why Tropicana is such a valuable brand for wholesalers and retailers. The number one juice brand in Independents and Symbol stores (source: The New Fieldwork Company, 2024), Tropicana is pure, not-from-concentrate fruit juice of natural origin which has been handpicked.”
Tropicana has a range of bestselling SKUs including Smooth Orange, Orange with Bits and Orchard Apple in 850ml take-home packs, as well as Smooth Orange and Orchard Apple in single-serve 250ml packs, ideal for meal deals and on-the-go consumption.
Shoppers are actively searching for healthier alternatives on their shopping missions – according to Mintel, more than half of consumers (58%) say that they want to see healthier soft drinks in convenience retailers’ ranges.
And, for convenience retailers, fruit juice shoppers are a valuable demographic so providing the right range is critical for wholesalers. On average, fruit juice shoppers spend 25% more per shop when compared to non-fruit juice shoppers plus fruit juice also adds three more items to shoppers’ baskets on average compared to total convenience (Source: Lumina Intelligence, 2024).
“With health and wellbeing a key driver for consumers, wholesalers should also look to stock products that promote great taste and goodness. The Naked Machine range of super smoothies deliver delicious tasting, 100% goodness for health-conscious shoppers. Naked is the number one brand in smoothies, with three Naked SKUs featuring in the top five category SKUs (source: Circana Convenience L52w Value),” adds Sutton.
“The Naked single serve 300ml format is key to capitalise on for on-the-go breakfast and brunch occasion, so we would recommend stocking Naked Green Machine and Naked Blue Machine 300ml packs.
“To drive breakfast excitement, we would also suggest stocking one of this year’s biggest launches. Naked Fire Machine Super Smoothie is not only bursting with delicious fruit but also provides a blend of essential vitamins to help fuel your body, powered with a fiery hit of ginger.”
Every bottle contains five apples, one banana, one blood orange, one orange, three-quarters of one peach and a dash of ginger and no added sugar. It also contains vitamins B2, B6 and C which help to reduce tiredness and fatigue while vitamins B2, B1, B6 and C contributes to normal energy-yielding metabolism. And, it’s one of your five a day too.
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