Breakfast Edit • 2022

Breakfast Edit • 2022

BREAKFAST EDIT

From wake up to wind

down, there’s a Quaker product for every taste!

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ABOUT BREAKFAST BREAKFAST EDIT

Dating back more than 600 years, the concept of breakfast is certainly not new. Eating breakfast began in the late Stone Age when large stones were used to grind grains to make a sort of porridge. Porridge was also a staple of the Roman Soldiers’ diets. Breakfast has since developed over the ages and is still part of a modern diet. However, after two years of on-and-off lockdowns and working from home, the importance of breakfast has begun to change. Breakfast has become more important in everyday life as people seek a better work-life balance. It’s either ‘a moment for me to start the day right’, or ‘a moment with family before the day starts’. In the UK, the most popular breakfast choices are cereal, toast & porridge! THE HISTORY OF BREAKFAST

Most popular breakfast choices; survey of 2,041 over 16s in the UK, 2021.

Breakfast food market: In-home breakfast consumption share, by category.

Breakfast Cereal has the largest share of the breakfast market!

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CONSUMER INSIGHTS BREAKFAST EDIT

WHEN IT COMES TO BREAKFAST CEREAL...

CEREAL ISN’T JUST EATEN FOR BREAKFAST!

“I eat them at times of the day other than breakfast.”

75% 69%

of cereal buyers consider taste to be a key consideration when purchasing cereal

38% of adults have been buyingmore cereal since the pandemic began

of consumers turn to breakfast cereals as one of the products to boost their health

“They are a good snack to have any time of the day.”

“A wider range of indulgent flavours would encourage me to eat cereal more often.”

Post-pandemic, many consumers are likely to retain their new at-home breakfast routine due to factors ranging from affordability to enjoying quality time with their families.

Mintel, The Future Of Breakfast Cereals market report, UK 2021

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BREAKFAST CEREAL TRENDS BREAKFAST EDIT

Health & wellbeing has had a definite impact on the breakfast & brunch category – and this is only going to grow. During the pandemic people became more aware of their health & wellness, actively seeking out products that help them conveniently attend to their health needs.

HIGH FIBRE

High fibre is also on the rise in breakfast cereals. Among last year’s global cereal launches, whole grain was the top claim at 38%, followed by high fibre at 30%.

HEALTH

HIGH PROTEIN

Apart from a keen focus on health & wellbeing, consumers are still using breakfast and brunch occasions to indulge and treat themselves in an affordable way.

While high protein is trending globally, the Asia Pacific region is driving growth in high protein cereals, with 11% of the region’s cereal launches last year featuring a high protein claim.

TREATS

Natural is a key trend in breakfast cereals as a growing number of consumers consider natural ingredients to be healthier and even more sustainable. In Germany, for example, 50% of breakfast cereal consumers look for cereals with natural ingredients.

With vegan and plant-based trend at an all-time high, there will be more product launches in 2022 following this trend.

VEGAN

NATURAL

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CEREAL FLAVOUR TRENDS BREAKFAST EDIT

...but, chocolate

The most popular breakfast flavours are chocolate, berry and banana...

orange has also been a popular flavour in the past couple of years.

This year, consumers are also shifting towards more exciting new flavours for breakfast!

Throughout the pandemic, shoppers embraced nostalgic recipes for comfort. Now, consumers are starting to experiment with new twists on the old.

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ON-THE-GO BREAKFAST MARKET BREAKFAST EDIT

On-the-go remains as relevant as ever, as consumers seek convenient one-handed breakfast options that can be enjoyed as part of a busy, multitasking morning, whether in or out of home.

The breakfast bar segment is experiencing a growth of 45%

The need for speed and ease fuelled a shift towards drink-only breakfasts in 2021, accounting for 8.2% of all breakfast occasions, up from 7.7% a year ago!

Liquid breakfast is a new entry in the healthy food segment and has opportunity to grow globally.

This market segment is continuing to meet both in-home and out-of-home snacking needs.

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ON-THE-GO BREAKFAST INSIGHTS BREAKFAST EDIT

CONVENIENCE

WELLBEING

The healthier breakfast biscuit category is up 9% following the pandemic, as more consumers show a renewed interest in their wellbeing.

Convenience will remain a crucial factor for breakfast and brunch products. With the return to offices and city centres in full swing, consumers’ breakfast routines are as busy as ever and they’re looking for ‘grab and go’ options they can eat on the move.

ENERGY

DRINK

On-the-go lifestyle, health awareness, and desire for

In the mornings, consumers seek functional benefits and attributes to keep them going, including authentic ingredients such as oats and other wholegrains. However, they will not compromise on taste.

innovative food has resulted in the formation of a strong market for liquid breakfasts.

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CEREAL SNACKS TOP TIPS BREAKFAST EDIT

THE CEREAL SNACKS CATEGORY HAS A WIDE APPEAL AND COVERS MULTIPLE NEEDS FROM HEALTH TO TREAT. Morning snacking is found more likely to be planned - where as afternoon snacking is found to be more impulsive. Maximise sales with duel sitting of healthy and treat snacking bars.

Health consciousness is rising, stocking a good range of healthy products will improve category performance. Nakd, Nairn’s and Eat Natural all provide healthy bars for snacking across the day.

Position Cereal Bars near impulse categories like confectionery, crisps and snacks to maximise sales. Drive greater units per trip in between meal-time occasions through these different categories.

Rice Krispies Squares’ total brand is worth £29M! 1 bar is sold every 2 seconds in the UK and 65% of Rice Krispies Squares are consumed at breakfast!

1072838

1023738

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MUST-STOCK CEREALS BREAKFAST EDIT

There is a growing trend for consumers to self-treat, purchasing a small amount of a premium product rather than a large amount of a regular one. 01. Ready Brek Smooth Porridge Oats Ori inal 1042860

02. Scott’s Porage Original Porridge Oats 1kg 1054254

03. Kellogg’s Rice Krispies 340g 1079687

04. Weetabix Cereal

24 Pack 1080001 06.

05. Jordans Crunchy Oat Granola Raisin & Almond 1087847 07. Nestlé Gofree Cornflakes Gluten Free Cereal 500G 1075717 09. Nestlé Shredded Wheat Original Cereal 16 Pack 1079249

08. Alpen Muesli No Added Sugar 550g 1080034 Jordans Crunchy Oat Granola Tropical Fruits 1078974

10. Cheerios Honey 370g 1043111

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MUST-STOCK CEREAL BARS BREAKFAST EDIT

There is a growing trend for consumers to self-treat, purchasing a small amount of a premium product rather than a large amount of a regular one. 07. Alpen Cereal Bars Strawberry & Yoghurt 1079593 09. KIND Protein Crunchy Peanut Butter Protein Bar 1021673 01. Nature Valley Crunchy Oats & Honey 10 Bar 1075739 03. Nature Valley Protein Peanut & Chocolate Bar 1043702 05. Nakd Cashew Cookie Fruit & Nut Bar 1054067

04. Jordans Frusli Blueberries Chewy Cereal Bar 1079122 02. Nature Valley Canadian Maple Syrup Bar 1075737 06. Nakd Raw Fruit & Nut Berry Delight Bar ANAKD-NBDM 08. Alpen Cereal Bars Fruit & Nut with Milk Chocolate 1079214 10. Eat Natural Apple, Ginger & Dark Chocolate AEAT-HIGHF

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MUST-STOCK ON-THE-GO BREAKFAST EDIT

02. FUEL10K High Protein Chocolate Porridge Pot 1060439 04. FUEL10K High Protein Banana Milk Drink 1060429 06. Quaker Porridge To Go Golden Syrup Bar 1023738 08. Quaker Porridge To Go Cinnamon Breakfast Bars 1024042 10. Weetabix On the Go Banana Breakfast Drink 1042950

There is a growing trend for consumers to self-treat, purchasing a small amount of a premium product rather than a large amount of a regular one. 07. Quaker Oat So Simple Original Porridge Pot 1054376 03. FUEL10K High Protein Double Chocolate Oat Cookie 1024473 05. Quaker Oat So Simple Golden Syrup Porridge Pot 1054112 09. Weetabix On the Go C ffè Latte Drink 1043115 01. FUEL10K Strawberry & White Choc Oat Cookie 1024472

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For more information please contact your Account Manager or Export Account Advisor. www.ramsden-international.com +44 (0) 1472 315 610 [email protected] Adam Smith Street, Grimsby, DN31 1SJ, UK *The facts and statistics throughout this document have been taken from the following sources: • Breakfastcereal.org (April 2022) • The Grocer (March 2022) • MordorIntelligence.com (March 2022) • Lakeland Furniture (January 2022) • Mintel (November 2020) • Mintel (February 2021) • FMGC Gurus (May 2021) • Nielsen (February 2022) • The Grocer (August 2020) • IRI (December 2020) • Kantar (December 2020) • Kellogg’s (August 2021) For more information please contact [email protected]