Cooked options rise as busy Brits scramble for breakfast

Cooked breakfast options have seen a surge in popularity, according to new AHDB consumer insight data. 

Analysing data from our sister title The Grocer, Kantar Worldpanel, IRI and NPD Crest, it found that the amount of cooked foods eaten at breakfast was up nearly 30% in the last two years.

Although driven by eggs - bacon and sausages are also featuring more often, in 5% and 2.6% more breakfasts, despite sales of the two products being down (Kantar Worldpanel).

On-the-go options are driving growth in breakfast consumption while eating out and takeaway breakfasts are also performing well, having grown 17.5% over the last five years, attributed to promotions and meal deals.

AHDB analyst Katherine Jack said: “Out-of-home breakfasts are definitely a growing area, appealing to increasingly time-poor consumers who are willing to spend more for the sake of convenience.

“It’s also encouraging to see that fewer people are skipping breakfast overall, perhaps because manufacturers, retailers and food service outlets are developing products and promotions that make breakfast less a chore and more a pleasure.”

The study also found that fewer people are skipping the first meal of the day, with 147 million additional breakfasts eaten in the year to June 2016 compared to the previous year.

AHDB’s annual Breakfast Week campaign aims to motivate people to eat breakfast by highlighting its importance in a healthy lifestyle, as part of its work to support farmers and producers.

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