The nation is now swinging towards breakfast and brunch as social occasions (40%), but is divided on whether indulgence (23%) or health (22%) is the main consideration when choosing what to eat.
Convenience drives 48% of those polled in deciding why to eat breakfast out of home, closely followed by 40% viewing it as a social activity, and 40% because it’s a luxury.
Stéphanie Brillouet, marketing director – Northern Europe & North America, Délifrance says: “In Britain, the breakfast market is worth £11.6 billion, and is predicted to grow 5% by 2019. 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 & 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 and commentary from food anthropologist and writer Bee Farrell.
Bee Farrell says: “The role food, and specific meals, play in people’s lives, and how it changes over time has always been a really interesting area to explore. It can tell us a lot about society – from a food’s place in a family routine, to the types of food we typically eat, and how eating has developed into a social occasion. Breakfast and brunch are particularly exciting just now and Délifrance’s new report gives a snapshot of consumer behaviour today.”