UK split between health and indulgence at breakfast

UK split between health and indulgence at breakfast

According to the Beyond Breakfast and Brunch report from Délifrance, people in the UK are divided as to whether indulgence (23%) or health (22%) is the main consideration when choosing what to eat.

The news comes just as entries open for the 2019 National Breakfast Awards.

Convenience was the biggest driver for eating breakfast out-of-home, with 48% of people saying so, followed by 40% viewing it as a social activity and another 40% because it’s a luxury.

While 36.6% of people eat breakfast out-of-home at least once a week, 24-35-year-olds are most likely to do so multiple times a week. Those aged between 18 and 24-years-old are the biggest convenience seekers and the most price sensitive.

Almost half of people spend £3-£4 on a grab-and-go breakfast, increasing to £6-£10 when sitting in.

“In Britain, the breakfast market is worth £11.6bn, and is predicted to grow 5% by 2019,” comments Délifrance Northern Europe and Northern America marketing director Stéphanie Brillouet. “We’ve dug deeper into the trend, looking at what customers have come to expect from their breakfast and brunch out of the home, be it from a supermarket’s grab-and-go shelf, or a sit down brunch with friends.

“Our new report Beyond Breakfast & Brunch summarises the findings of our research, and shares consumer insights to help operators maximise their offer and capitalise on changing consumer expectations.”

Beyond Breakfast and Brunch includes the findings from a survey of 2,000 UK consumers.