Consumer insight into the
breakfast occasion in
Republic of Ireland and Great
Britain
April 2016
Table of Contents
1
Study background – 3
6
2
Setting the scene - 11
7
3
Food and drink choices - 46
4
Changing behaviours - 53
5
Children - 68
Opportunity areas - 75
Appendices - 82
- Respondents breakdown
- Categories in depth
2
Study background
Background
Bord Bia commissioned RED C Research to conduct research to
better understand the breakfast occasion from the consumer
point of view in terms of how and why they are deciding what to
eat and what are the motivations behind the purchases and
behaviours.
There was a 4-stage methodology to this research project –
conducted between February 16th – March 16th 2016.
Desk
research on
trends
Looking for
global trends on
breakfast
Quantitative
survey in
ROI and GB
An online survey
among 1,640 GB
and 1,289 ROI
participants
across 7 days of
the week
30 week
long videos
30 participants
were involved in
the day-to-day
documentation of
their breakfast
habits
8 indepth
interviews
8 in-depth
interviews were
conducted
among the
various key
demographics in
ROI and in the
GB.
4
Secondary research sourced from:
5
Secondary research sourced from:
6
Current & Emerging trends - Health
Healthy breakfast items are of
primary importance when
shopping for breakfast items…with
consumers looking to enhance
their own health through food
choices
“I always read the labels
on food packaging and
would often compare packs
in the supermarket when I
am doing the shopping. A
few years ago, when I
wasn't as conscious about
healthy eating, I definitely
would not have bothered.”
“This time last year I was
probably eating something
with a lot more sugar.
Since switching to better
breakfasts like Weetabix
and Porridge I found I have
more energy and don't
get hungry again as
quickly.
“Breakfast is how I
power my day with
clean energy. I
generally plan my meal
the day before, that way
I'm never pinched for
time and I never skip a
meal.”
Key Segments
7
Current & Emerging trends – Hand held
Breakfast
Biscuits for breakfast?! Breakfast
at work and out of home is on the
rise which has created an
increased demand for breakfast
options to be convenient, easily
storable and portable.
“I work 9-5 and have found a readyto -grab convenience food for the
last few years that saves me time
and thinking about what's
appropriate and what works every
time, leaves me full, guilt free and
reduced 'the bulk' of heaviness I
was carrying about.”
“I'll eat a slice of
toast while
walking to college,
or try and eat
breakfast
biscuits when I
sop at traffic
lights on my
bike.”
“For me speed is a big
factor. I would like to try
and cook something more
often (like an omelette)
but sometimes cereal bars
and fruit are just so much
faster, especially when I’m
running late.”
Key Segments
8
Current & Emerging trends - Customisation
Mixing it up - customization and
personalisation of breakfast
foods adds novelty to perceived
boring breakfast staples such as
porridge and cereals
“I try to add different
fruits and toppings
because porridge can
be a bit bland if you jut
make it with water!”
“Life can be very routine
and boring with the same
thing everyday so we have
a Thursday treat to mix
it up so it could be
anything, cooked
breakfast, pancakes,
whatever we fancy.”
“I make my own
granola which I add to
yoghurts or on top of my
porridge. It is very tasty
and adds an extra
bite.”
Key Segments
9
Setting the scene
Incidence of having Breakfast in morning
(Base: GB 1,640, ROI 1,289)
Penetration
87%
Weekday
87%
Weekend
89%
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
82%
89%
86%
86%
90%
87%
90%
Penetration
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
82%
82%
84%
82%
85%
88%
92%
85%
Weekday
83%
Weekend
90%
12
GB adults more
likely to have
breakfast at the
weekend
Frequency of Breakfast Weekday &
Weekend
ROI
GB
%
Every day MonFri
60
55
3-4 times MonFri
1-2 times MonFri
Rarely/Never
%
81
Usually on
Saturday
78
14
18
10
75
Usually on
Sunday
74
9
16
18
9
Neither day
usually
14
13
General Breakfast Behaviour
Markets
(Base: GB 1,640, ROI 1,289)
– ROI & GB
Which of the following best describes how often you eat breakfast
either at home or outside of home?
(n=1,289)
Everyday – never
miss it
53
Almost every day
50
22
More often than not
22
10
Rarely
Never
(n=1,640)
9
13
16
2
3
1 in 2 never miss breakfast
14
Choices During the Weekday and the
(Base: GB, 1640, ROI, 1289)
Weekend
During the week
Tend to
have…
Same breakfast
Small variety
At the weekend
Tend to
have…
41
41
7
31
Same breakfast
32
35
48
Small variety
41
42
7
Lots of variety
18
15
Lots of variety
13
11
Don’t really
have
breakfast
GB Breakfast eaters are
more likely to have variety
than ROI breakfast eaters
during the week
8
8
Don’t really
have
breakfast
ROI Breakfast eaters are more
likely to have more variety at
the weekend than their GB
15 counterparts
Breakfast Dynamics
(Base ROI, 1289)
Weekend
%
1
14
2
30
8-10am
50
51
7-8am
Before 7am
26
9
WEEKEND
After 12
10-12pm
Weekday
%
WEEKDAY
Breakfast Time
Time Spent
Eating
Time Spent
Preparing
⁄ Average – 13.6 mins
⁄ Average – 7.5 mins
⁄ 48% Under 10 mins
⁄ 77% Under 10mins
⁄ Average – 16.3 mins ⁄ Average – 10 mins
⁄ 34% Under 10 mins
12
5
⁄ 60% Under 10mins
Ate Breakfast at home
Weekday Weekend
87%
96%
35
17
Before 8am (total)
44
19
Before 8am (kids)
1 in 2 eating breakfast
between 8 – 10am
16
Breakfast Dynamics
(Base: GB, 1640)
Weekend
%
After 12
10-12pm
1
12
2
19
8-10am
46
51
7-8am
28
21
Before 7am
Before 8am (total)
Before 8am (kids)
12
7
40
28
49
30
1 in 2 eating breakfast
between 8 – 10am
WEEKEND
Weekday
%
WEEKDAY
Breakfast
Time
Time Spent Eating
Time Spent
Preparing
⁄ Average – 12.1 mins ⁄ Average – 6.9 mins
⁄ 58% Under 10 mins
⁄ 82% Under 10mins
⁄ Average – 13.8 mins ⁄ Average – 8.1 mins
⁄ 48% Under 10 mins
⁄ 74 % Under 10mins
Ate Breakfast at home
Weekday
88%
17
Weekend
94%
Mood In The Morning- Irish Breakfasts
PIC
% Reporting ‘Relaxed Mood’
PIC
Relaxed
55%
72%
Older
69%
54%
39%
Kids
54%
39%
WEEKDAY
Tired &
Slow
22%
17%
18-34
35-54
55+
Kids
Older
Energetic
11%
78%
60%
10%
No Kids
Kids
76%
70%
74%
55+
Kids
No Kids
WEEKEND
Time
Pressure
11%
4%
18-34
35-54
Age of Kids
Stressed
5%
2%
38%
PIC
45%
51%
58%
63%
WEEKDAY
MID WEEK
WEEKEND
0-6
7-12
13-17
Age and if people have
children (and age of)
influence mood at breakfast
72%
72%
82%
WEEKEND
18+
18
0-6
7-12
13-17
18+
Mood In The Morning- British Breakfasts
PIC
PIC
Relaxed 61%
68%
47%
% Reporting ‘Relaxed Mood’
Older
52%
Kids
69%
77%
45%
WEEKDAY
Tired
&
Slow
19%
22%
18-34
35-54
55+
Kids
Older
Energeti
c
7%
7%
54%
65%
No Kids
Kids
79%
62%
71%
55+
Kids
No Kids
WEEKEND
Time
Pressure 11%
Stressed 5%
5%
18-34
35-54
Age of Kids
5%
42%
PIC
37%
44%
57%
52%
WEEKDAY
MID WEEK WEEKEND
0-6
7-12
13-17
66%
70%
67%
WEEKEND
18+
19
0-6
7-12
13-17
18+
Morning Rituals
(Base: GB 1,640, ROI 1,289)
TOTAL
TOTAL
%
46
Check your emails / Social media
%
40
Listen to the radio
26
Take vitamins or other supplements
23
Watch TV
45
Check your emails / social media
37
Watch TV
26
Listen to the radio
21
Take vitamins or other supplements
Load / empty dishwasher
17
Load / empty washing machine
17
Other household chores
17
Read a newspaper
17
Get the kids ready
16
Other household chores
16
Load / empty washing machine
15
Get the kids ready
14
Read a newspaper
15
Load / empty dishwasher
13
Grab a coffee
12
Grab a coffee
11
Have a cigarette
12
Have a cigarette
11
Social media and checking
emails is the number one
activity in ROI and GB
20
What We Do Around Breakfast
(At Home)
Take
Vitamins
Watch
TV
Other
Household
Load
Chores
Dishwasher
Get Kids
Ready
Radio
Emails/
Facebook
41
%
WEEKDAY
10
%
12
%
11
8% %
WEEKEND
Read
Newspaper
22 12
21
13
%
%
%
%
14
41
27 13
20
%
%
% % 14
% 8%
34 %
10
%
37
9% %
%
Washing
Machine
21
Have a
Cigarette
Incidence of Breakfast at Home/Out of Home
(Base: All adults having breakfast today)
Total
(n=1,124)
% At
Home
Total
(n=1,391)
% At
Home
Out of
Home
Out of
Home
Weekday
(n=797)
87%
Weekday
(n=970)
88%
Weekend
(n=327)
95%
Weekend
(n=421)
94%
At Home
At Home
Out of Home
Out of Home
Total
Total
Desk/At work
3%
4%
1%
Canteen (School/work)
3%
3%
1%
Restaurant/Café/Diner
2%
2%
2%
In my car
2%
2%
1%
Walking
1%
1%
1%
Other
1%
1%
1%
(Note: Out of home totals may sum to more than the total out of home % as they may choose multiple items)
Desk/At work
3%
4%
1%
Canteen (School/work)
2%
2%
1%
Restaurant/Café/Diner
2%
2%
2%
In my car
1%
1%
1%
Commuting
1%
2%
0%
Walking
1%
0%
1%
Other
1%
2%
1%
What We Do Around Breakfast
(At Home)
Watch
TV
Take
Vitamins
Other
Household
Chores
Load
Dishwasher
Get Kids
Ready
Radio
Emails/
Facebook
18%
20%
19%
22%
38%
Read
Newspaper
38%
9%
35% 8%
9%
11%
9%
2%
Have a
Cigarette
12%
11%
14%
11%
WEEKEND
WEEKDAY
12%
40%
Washing
Machine
6%
23
Planning Ahead
I know what I’m
having tomorrow…
Certain
I know what I’m
having tomorrow…
35%
Certain
Pretty Sure 39%
34%
Pretty Sure 37%
I have no idea what
I’m having tomorrow
I have no idea what
I’m having tomorrow
21%
21%
3 in 4 are pretty sure /
certain what they’ll have
tomorrow for predictable
24
Breakfast On The Move (i)
(Base: GB 1,640, ROI 1,289)
Had Breakfast…
Weekday
Weekend
Weekday
Weekend
13%
4%
12%
6%
School/Work
8%
2%
7%
2%
In the Car
2%
1%
1%
2%
Walking/
Commuting
1%
1%
3%
1%
ANY “On the move”
1 in 8 breakfasts
are eaten out of
home
Prepared @ Home
38%
Taken with no
preparation
25%
Bought out of home
38%
Prepared @ Home
Taken with no
preparation
Bought out of home
41%
28%
32%
25
Breakfast Out of Home
Weekday Rush
Weekend Treat
Usually, midweek breakfasts are eaten
as there was no time to have breakfast
at home and stress is high.
Food choices made at the weekend are
also considered less healthy but are
justified as the occasion is seen as a
treat.
Some claim that they make less healthy
decisions when eating out in a rush than
they would have at home.
The mood is much more relaxed, with
some having breakfast later in the
morning. However even if the day
started very early, the meal is much
more leisurely.
26
Breakfast On The Move (ii)
(Base: ALL ROI & GB having breakfast on the move, n=231)
Profile
Location – Bought Out Of Home
Tends to be…
%
⁄ Males
School/work canteen/ cafeteria
⁄ Under 44
Coffee shop/café
⁄ Higher social grade
⁄ Single
Convenience/forecourts
%
29Supermarket
13
Fast Food 2
27
Other
22
7
⁄ Less regular breakfast eaters
Mood
Relaxed
Tired
Lively
21
11
Under
Pressure
Stresse
d
17
8
%
43
Vs At
Home
Breakfas
-16
t
+2
+3
Influencers
Prepare & eat quickly
%
37
Vs At
Home
Breakfas
-3
t
I didn’t skip a meal
35
-2
Feel fuller longer
34
-2
I can take on the go
33
+27
BIGGER
Influence
% Big Influence
+7
A healthier choice
28
-8
+4
Energy boost
27
+2
A treat/something tasty
27
+7
27
Out of Home Breakfasts: In Depth
Where Food Prepared?
Ireland
11%
Prepped @ Home
Taken from home
Weekday – 13%
Premade
Weekend – 4% Bought out of
home
GB
38%
41%
25%
26%
38%
32%
Where Food Bought?
Drinks Chosen
Supermarket
Work Canteen
Coffee 49%
Café/Cafeteria
Tea 28%
Water 12% Convenience Store
Coffee Shop
Fruit Juice 8%
Garage Forecourt
Soft Drink 4%
Fast Food
Mile 3%
Key Influencers
Didn’t skip a meal
Eat Quickly & Easy
Healthy Choice
On the Go Choice
Energy Boost
Feel fuller longer
Tasty Treat
22%
15%
13%
9%
8%
8%
4%
30%
8%
13%
4%
7%
3%
5%
Foods Consumed
% Big
Toast
Influence
Porridge
38% (+1)
37% (-2) Bacon/Sausage
35% (-8) Croissant/pastry
Fruit
30% (+23)
Eggs
30% (=)
29% (-11) Sandwich etc.
28% (+8)
19%
22%
17%
4%
18%
16%
18%
12%
4%
12%
12%
11%
16%
10%
Cereal Bar 10%
Vs Total At Home Breakfast
28
10%
Weekday – 12%
Weekend – 6%
Drinks Chosen
Coffee 45%
Tea 25%
Water 15%
juice 6%
Smoothies 5%
5%
Energy Drink
Key Influencers
Full for Longer
% Big
Influence
36% (+5)
Eat Quickly & Easy
35% (-5)
On the Go Choice
34% (+30)
Didn’t Skip a Meal
32% (-2)
Tasty Treat
24% (+6)
Who do you have breakfast with?
56
59
I ate alone
28
28
Spouse/partner
15
11
My kids
Other family
member
Colleagues from
work/school
ROI
GB
Those who live with
flatmate/friend (77%) GB
(74%) ROI
Over 55 years (40%) GB
(34%) ROI
With dependent children (35%)
GB (33%) ROI
5
4
3
1
1 in 2 eating breakfast between 8 –
10am
*Others 1% or less
29
Motivations of Breakfast Choice…
Based on % Very Important (% 8-10)….
%
ROI
GB
Easy to prepare
58
58
58
Fills you up for longer
56
61
Energy and vitality
54
Value for money
Healthy choice
Tastes great, a real treat
%
ROI
GB
Can be eaten quickly
33
37
30
53
Specific health benefits
33
40
27
60
49
High protein breakfast
29
35
23
54
55
53
What’s there at the time
27
30
24
52
60
46
Produced in an ethical way
26
32
21
48
50
Can be added to, to create
something new
25
23
20
49
Low in sugar
43
49
39
Something new and interesting
18
31
15
Enjoyed by all of the household
41
47
37
Can be Eaten at school or work
18
23
14
Easy to clean up or tidy away
40
42
38
Treat or a reward
16
19
13
Pure and natural
39
47
33
Is “free-from” particular ingredients
15
19
13
37
32
Eaten “on the go” while commuting
15
11
Low in fat or calories
34
= Top 3 Influencer
30
12
Segmenting the Breakfast Motivations…
Most Likely to Say…
“Can be eaten “on
the go” while
commuting”
“Easy to clean up
or tidy away
afterward”
“Go Getters” “Jugglers”
“It can be eaten
quickly”
“It can be eaten
quickly”
“It is easy to
prepare”
“It is a healthy
choice”
“It can be enjoyed by
all of the household”
“It has specific
health benefits”
“Average Joes”“Be Betters”
“It tastes great, a real
treat”
“It is low in sugar”
31
KEY MOTIVATIONS…
“Go Getters”
Get me going
“Average
Joes”
“Juggler
s”
Keep me going
“Be
Betters”
Fill me up
Eat myself well
“Go Getters” Explained
Penetration
36%
30%
Profile
Breakfast Motivations
⁄ Under 44
1. Fills you up longer
⁄ Male
⁄ Single/Co Habiting
2. Gives you energy/
vitality
⁄ Renting/Mortgage
3. Can be eaten quickly
⁄ Working Full Time
4. Eaten at work
5. Eaten on the go
Consumed
Key Titbits
*Clear distinction between weekday and weekends –
weekday functionality then more ‘reward’ at weekend
Weekday Rituals
Toast
Fruit
Yoghurt
Cereal Bar
Regular Cereal
⁄ 27% feel they are eating
breakfast less often nowadays
⁄ 27% have changed what they
eat recently
⁄ Least relaxed segment at
breakfast
⁄ Most likely to have breakfast out
of home during weekdays (23%)
⁄ 61% want healthier breakfast
options out of home
Weekend
Allowances
/ More treat
element of Eggs
and Breakfast
Meats apparent
in weekend
consumption
33
Day in the Life “Fuel to move” – Go Getters
Alarm goes off, snooze button is hit 1,000,000 times!
Panic, jump out of bed, straight into running gear and head
out for morning run.
Log route on runtastic, scroll through Facebook, Instagram
& twitter, check any over night emails…shower!
Running late!!! Check live update for bus, get the iron out
and iron shirt.
Grab a bowl of Weetabix, no time for high protein omelette!!!
Rush to the bus.
34
Go Getters in Action
Rory Brennan
Lives in Dublin, Ireland
Relationship – Single
Year of Birth 1983
Works in PWC, Dublin
Crazy day ahead, quads day in gym, UK client lead
meeting AND have to beat Rovers in semi final
tonight…Better get the Weetabix in! #I’vehadmyweetabix
Go Getters need to have a breakfast that is quick and also filling to
help get them going for their busy day. This target could also benefit
from ‘easy’ health being incorporated into their breakfast solution.
35
“Jugglers” Explained
Penetration
19%
26%
Profile
⁄
⁄
⁄
⁄
⁄
⁄
Breakfast Motivations
Under 44
Female
Renters/Mortgage
C1 Social Grade
Young Families
Majority Working Full Time
1. Ease to prepare
2. Fills you up
3. Easy to clean
4. Can be eaten quickly
Consumed
Ease and speed motivation driver primarily by
weekday activity – more time available at weekend
Weekday Rituals
Toast
Yoghurt
Fruit
Porridge
Regular Cereal
Weekend
Allowances
/ Weekend coincides
with more time
and more ‘treats’.
Greater
prevalence of
Eggs and
Breakfast Meats.
Key Titbits
⁄ 65% want lower cost options for
breakfast
⁄ 59% Want easier to prepare
options
⁄ Lowest time spent preparing
breakfast
⁄ Most time pressure/stressed
breakfast segment.
⁄ Most likely to check emails, get
lunch ready, do other household
chores.
36
Day in the Life “The Morning Rush” - Jugglers
06:30 Wake up! Get dressed, sort out bags, get breakfast going,
get a coffee!
07:00 Wake kids up, get them washed and dressed for school,
get everyone to the table for breakfast!
07:10 Dish out breakfast, Explain again that chocolate cake
and ice cream is not ok breakfast!
07:20 Grab some breakfast while making lunches, mixing
baby bottles, etc.
07:30 Make sure everyone has eaten enough; pack lunches,
make sure homework is done!!
07:35 Get on the road to beat traffic! Drop kids to school/creche, go
to work.
37
Jugglers in Action
Kelly Anne Brande
Was running out the door to drop kids off and get to
work on time; Pippa decides to go on hunger strike &
David will only eat chocolate spread…we would all
starve if it wasn’t for belvita bikkies & cocopops!!
Lives in London, England
Relationship – Married
Year of Birth 1978
Works in Ward Nurse at
St. Thomas’
Jugglers are under pressure at home and at work as they juggle
kids, careers and home life. Easy of preparation on quick
consumption are very important to this segment as time is always
against them, however the weekend does offer an opportunity to
indulge in cooked breakfasts at a more leisurely pace.
38
“Average Joe’s” Explained
Penetration
20%
24%
Profile
⁄ Over 45
⁄ Male
⁄ Living with
partner/ spouse
⁄ Own home no
mortgage/council
⁄ Lower social grade
⁄ Retired/not
working
Breakfast Motivations
1. Tastes great
2. Good value
3. Enjoyed by all
households
4. Fills you up longer
Consumed
Most consistent food & drink consumption
behaviour between weekday and weekend
of any segment
Key Titbits
⁄ Longest preparation time segment
Toast
Eggs
⁄ Most likely to watch TV and have a
cigarette
Real
Butter
Porridge
⁄ 70% of breakfasts were relaxed
Regular
Cereal
Breakfa
st
Meats
⁄ 58% want lower cost options for
breakfast
39
Day in the Life “Fill your boots” – Average Joes
08:00 Wake up, make tea, turn on the telly and get the
breakfast going.
08:15 Kids are up and crashing around, disturbing the
peace and getting ready for school.
08:20 No fussy eaters here, lots of lovely hot toast, real
butter and tea on the go as bacon sandwiches and bowls
of cornflakes are passed around.
08:30 Digest! Have a flick through Sky news while having a
smoke, make sure everyone is filled up for the day.
08:40 Everyone who needs to get going in gone, final cup of tea
before hitting the road.
40
Average Joe in Action
John Kinane
Lives in Lucan, Dublin
Relationship – Married
Year of Birth 1969
Works at Handyman
Did the full shop in Aldi this week, never told the young
fella…he turned around to me this morning saying it
was the best fry I ever made! Sure where would you
be going with the value you get in there.
Satiety is the main goal for breakfast as this segment is not really
motivated by any further needs. Many will be on budgets and will
aim to choose items which satisfy the majority of the household
which tends to narrow their choice.
41
“Be Betters” Explained
Penetration
Profile
Breakfast Motivations
⁄ 55+
25%
20%
PIC
⁄ Higher social grade Older
⁄ Living with partner/Lady
spouse only
PIC
health
1. A healthy
choice
2. Gives energy/
vitality
3. Has specific
health benefits
⁄ Own home – no mortgage
⁄ Least Likely to miss breakfast
⁄ Breakfast happens at home
Consumed
*While primary concern for breakfast is health, they
tend to relax it somewhat at the weekends
Weekday Rituals
Porridge
Yoghurt
Fruit
Tea
Muesli
Seeds
Weekend
Allowances
/ Occasionally let
in toast, more
regular cereals,
and the odd ‘full
Irish/ English’
Key Facts
⁄ Most likely to know what's
for breakfast tomorrow
⁄ Most relaxed segment at
breakfast time
⁄ Most likely to take
vitamins/supplements
⁄ Want to see more
healthy/health specific
benefit options available
42
“Be Betters” Explained
Penetration
Profile
Breakfast Motivations
⁄ 55+
25%
20%
PIC
⁄ Higher social grade Older
⁄ Living with partner/Lady
spouse only
PIC
health
1. A healthy
choice
2. Gives energy/
vitality
3. Has specific
health benefits
⁄ Own home – no mortgage
⁄ Least Likely to miss breakfast
⁄ Breakfast happens at home
Consumed
*While primary concern for breakfast is health,
they tend to relax it somewhat at the weekends
Weekday Rituals
Porridge
Yoghurt
Fruit
Tea
Muesli
Seeds
Weekend
Allowance
s
/ Occasionally
let
in toast, more
regular cereals,
and the odd ‘full
Irish/ English’
Key Facts
⁄ Most likely to know what's
for breakfast tomorrow
⁄ Most relaxed segment at
breakfast time
⁄ Most likely to take
vitamins/supplements
⁄ Want to see more
healthy/health specific
benefit options available
43
Day in the Life “A good start is half the battle”
– Be Betters
Turn on Radio 1, get up, make the bed and head down to the
kitchen.
Take cover off the porridge, must have them socking
overnight to get the best from them. Put on the kettle and
make a pot of tea.
Get the Benecol, Activia yoghurt and supplements out
while John collects the papers. Get the porridge cooking.
Add in flax seeds and new chia seeds we got yesterday.
Chop up fruit to add once cooked…tiny drizzle of maple
syrup to keep me sweet!
Have breakfast with John reading the papers and watching the
birds get used to the new bird feeder. No stress, just great food
to keep the ticker going.
44
Be Betters in Action
Margret Murphy
Lives in Cobh, Cork
Relationship – Married
Year of Birth 1947
Works at Retired
Had a lovely breakfast watching the birds in the
garden this morning. Really enjoying the new added
calcium yoghurts, will need it for our upcoming walking
trip to Camino de Santiago!
Be Betters are more interested in what their food can do to improve
their health and are motivated by health enhancing foods such as
porridge. Functional foods such as Benecol are consumed by this
segment as they search for products which benefit their overall
health and wellbeing.
45
Food and drink
choices
Ireland’s Top Breakfast: Top 10 Adults
Toast
Eggs
Porridge
Regular Cereal
Fruit
42%
25%
23%
21%
15%
Bacon/Rashers
Sausages
Yoghurt
Sandwich/
Similar
Muesli/Granola
13%
10%
9%
6%
5%
Toast
Porridge
Regular Cereal
Eggs
Fruit
33%
25%
19%
18%
17%
Yoghurt
10%
Muesli/Granola Breakfast Bar Bacon/Rashers
8%
8%
6%
47
WEEKEND
(Base: ROI 1,289)
WEEKDAY
(At Home)
Sandwich/
Similar
6%
Sausage 5%
GB’s Top Breakfast: Top 10 Adults
(Base: GB 1,640)
Toast
Regular Cereal
Eggs
36%
22%
19%
Fruit
12%
Muesli/Granola Yoghurt
8%
WEEKDAY
Toast
32%
Yoghurt
13%
7%
Porridge Bacon/Rashers
15%
Sausage
13%
Croissant/ Pastry
6%
6%
Regular Cereal Porridge
25%
WEEKEND
(At Home)
17%
Fruit
Eggs
16%
10%
Muesli/Granola Breakfast Bar Bacon/Rashers Croissant/
Pastry
10%
8%
6%
48
5%
Top Breakfast Drinks: (At Home)
(Base: GB 1,640, ROI 1,289)
WEEKDAY WEEKEND
WEEKDAY WEEKEND
Tea
44%
48%
Tea
37%
38%
Coffee
28%
31%
Coffee
36%
38%
Water
12%
11%
9%
12%
Fruit Juice (shop)
9%
10%
9%
9%
Milk/
Milk substitute
Herbal tea
6%
6%
3%
4%
5%
6%
3%
4%
Fruit Smoothie
(self)
Fruit Juice (self)
4%
2%
2%
2%
2%
3%
2%
1%
6%
3%
6%
4%
NO DRINK
Fruit Juice (shop)
Water
Milk/ Milk substitute
Herbal tea
Fruit Smoothie (self)
Cordial
NO DRINK
49
Perfect Partners: Ireland
(Base: ROI 1,289)
FOODS
*% of all at home breakfasts
Toast & Eggs
11%
DRINK
*% of all at home breakfasts
Toast & Tea
21%
Egg & Sausage Toast & Fruit
5%
5%
Porridge & Tea
12%
Eggs & Tea
11%
Bacon & Sausage
4%
Toast & Coffee
10%
Cereal & Tea
9%
50
Perfect Partners: Britain
(Base: ROI 1,289)
FOODS
*% of all at home breakfasts
Toast & Eggs
8%
Egg & Bacon
5%
Yoghurt & Fruit
5%
Toast & Cereal Fruit & Cereal
5%
5%
DRINK
*% of all at home breakfasts
Toast & Tea
15%
Toast & Coffee
15%
Cereal & Tea Cereal & Coffee
8%
9%
Porridge & Tea
7%
51
Fruit & Coffee
6%
Breakfast On The Move Food & Drink choices (i)
Had
Breakfast…
Main Foods Eaten
Toast/bread
Weekday
School/Work 8%
In the Car
2%
Weekend
2%
1%
Weekday
7%
1%
Weekend
21%
Bacon/Sausage 17%
Croissant/Pastry15%
2%
Sandwich
13%
Eggs
11%
2%
Main Drinks Consume
Walking/
Commuting
1%
1%
3%
1%
Prepared @ Home
38
%
Prepared @ Home
41
%
Taken with no
preparation
25
%
Taken with no
preparation
28
%
Bought out of home
38
%
Bought out of home
32
%
Coffee
47%
Tea
26%
Water
13%
Fruit Juices
17%
52
Changing Behaviours
Influencing Choice among the
Segments…
 Must adapt to
quick paced
routine
 Versatility and
Portability
 Provide a kick
start
 Low Involvement
– often quantity
over quality
 Tasty but good
value
 Be the crowd
pleaser
“Go
Getters” “Juggler
s”
“Average
Joes”
“Be
Betters”
 Influenced by kids
needs – eat
healthier as result
 Need sustained
energy
 Adapt to morning
‘high involvement’
environment
 Have the time now
to take advantage –
more exploration
 Adapt to the slower
paced/ healthier
choices available
54
Ireland’s Changing Weekday Breakfast
Behaviour - I (Base: ROI n=842, GB n=1,042)
Have changed what
23% they eat for
breakfast recently
Who?
How?
Healthier choice
65%
⁄ Under 45
Having
hot/cooked
breakfast
26%
⁄ With younger kids
Eating instead
of tea/coffee
22%
Bigger breakfasts
15%
Breakfast on the
go
12%
Breakfast out of
home
10%
Tend to be…
PIC
Young
Family
16
%
⁄ Working full time
⁄ Have mortgage/
⁄ renting
PIC
Health
55
Ireland’s Changing Weekday Breakfast
Behaviour - II (Base: ROI 1,289)
Have changed what
23% they eat for
breakfast recently
Having More…
Fruit
Cereal Bars
Yoghurt
Doing more….
Want more….
Checking emails/ Social
Media
Healthy Options
57%
Muesli/Granola
Smoothie
16%
My Jobs
16%
Lower Cost
Options
Herbal Tea Milk/Milk Substitute
Exercising
15%
Sandwich Bagel Croissant
56
Ireland’s Changing Weekend Breakfast
Behaviour - I (Base: ROI and GB n=1,008)
Have changed what
22% they eat for
breakfast recently
Who?
How?
Healthier choice
63%
Having
hot/cooked
breakfast
34%
Bigger breakfasts
21%
Eating instead
of tea/coffee
20%
⁄ Have mortgage/
Breakfast out of
home
8%
renting
Breakfast on the
go
7%
Tend to be…
⁄ Under 45
PIC
Young
Family
15
%
⁄ With younger kids
(or pre-settlers)
⁄ Working full time,
Low-Mid Income
PIC
Health
57
Cut it Out:
Specific Foods they are trying to Limit/Cut
15% claim to
ANY FOOD TYPES
have recently
changed their
breakfast habits
to make more
10%
claim to
have recently
changed their
breakfast habits
to make more
49%
healthy
choices
44
Carbohydrates
13
Dairy
10
Wheat
8
Gluten
5
I’m a Vegetarian
4
42%
healthy
choices
% of TOTAL MARKET Cutting Back
Sugar
ANY FOOD TYPES
18-34:
36%
35-54:
44%
55+:
52%
% of TOTAL MARKET Cutting Ba
Sugar
35
Carbohydrates
10
Dairy
7
Wheat
5
Gluten
4
I’m a Vegetarian
4
58
18-34:
29%
35-54:
32%
55+:
44%
Eating Less Breakfast Nowadays?
(Base: ROI 1,289)
Are Eating
20% Breakfast Less
Often Nowadays
Who?
Tends to
⁄ 18-34
PIC
be…
Young
Famil
y
⁄ Young family
PIC
Man
in
suit
⁄ First home owner/
renting
18
%
Mood & Behaviour
Wants
In 44% of Breakfast
occasions the mood is
tired, under time pressure
or stressed among those
eating less breakfast
nowadays
⁄ Better breakfast on the
go options.
⁄ Healthier out of home
options
⁄ Lower cost options
⁄ Easier to prepare
options
59
Mood In The Morning- British Breakfasts
PI
C
Relaxed 61%
Tired
&
Slow
68%
Older
47%
52%
Kids
77%
69%
45%
WEEKDAY
19%
22%
18-34
35-54
55+
Kids
Older
Energet
7%
ic
7%
Time
Pressure11%
5%
Stressed 5%
PI
C
% Reporting ‘Relaxed Mood’
PI
C
54%
65%
No Kids
Kids
79%
62%
71%
55+
Kids
No Kids
WEEKEND
18-34
35-54
Age of Kids
5%
42%
37%
44%
57%
52% 66%
WEEKDAY
MID WEEK WEEKEND
0-6
7-12
13-17
70%
67%
WEEKEND
18+
60
0-6
7-12
13-17
18+
An Eye On The Future
(Base: ROI 1,289)
WHATS
HOT
To what extent do you think these will become more or less popular
in the future?
Gluten
Free
Breads
Protein
Shakes
Homemade Porridge
Sauces
Oats
Smoothies
Yoghurt
Eggs
+37% +35% +31% +28% +26% +24% +14%
Honey
+6%
Healthier options expected to gain further momentum…
WHATS
NOT
Jams
Bread
Breakfast
Meats
-66%
-65%
-61%
Cheese
Regular
Cereal
Smoked
Salmon
Bought
Juices
Bagels
-41%
-41%
-32%
-31%
-15%
Treats and old-fashioned staples waning for adults
Based on NET expected to get more popular – same or less popular
61
An Eye On The Future
(Base: GB 1,640)
WHATS
HOT
To what extent do you think these will become more or less popular
in the future?
Protein
Shakes
+18%
Gluten
Free
Breads
Homemade
Sauces
+18%
+10%
Smoothi
es
Yoghurt
+9%
+6%
Breakfa
st Bars
+5%
In the GB too the momentum is with healthy options
WHATS
NOT
Jams
Bread
-74%
-72%
Breakfast
Meats
-62%
Cheese
Cooked
Meats
Smoked
Salmon
Regular
Cereal
-60%
-59%
-54%
-53%
Likewise more indulgent options are waning
Based on NET expected to get more popular – same or less popular
62
Breakfast Food/ Drink Categories Future
Momentum - ROI
63
Breakfast Food/ Drink Categories Future
Momentum - GB
64
Desire for changes in Breakfast changes
(Base: GB 1,640, ROI 1,289)
I want…
More healthy options
39
Lower cost options
37
Options that are easier to
prepare
More options with specific
health benefits (e.g.
cholesterol lowering etc.)
More protein options
Definitely
applies
%
Somewhat
applies
%
29
26
NET
applies
%
I want…
Somewhat
applies
%
Definitely
applies
%
NET
applies
%
68%
More healthy options
34
22
56%
63%
Lower cost options
33
23
56%
Options that are easier to
prepare
32
More tasty treat options for
breakfast
More options with specific
health benefits (e.g.
cholesterol lowering etc.)
31
32
26
58%
33
21
54%
36
17
53%
20
17
29
12
28
12
52%
48%
42%
More tasty treat options for
breakfast
33
17
50%
More options that the
whole family can enjoy
31
19
50%
More options that the
whole family can enjoy
22
13
35%
28
23
50%
Healthier options out of
home
21
15
35%
Healthier options out of
home
More protein options
Better range of “on the
go” options
23
13
36%
Better range of “on the
go” options
More free-from options
(gluten, dairy free)
21 14
35%
Breakfast I can have on
the go
More options I can
prepare the night before
41%
18
9
27%
Breakfast I can have on
the go
16
10
26%
21 13
34%
More options I can
prepare the night before
15
8
23%
21 13
34%
More free-from options
(gluten,dairy free)
13
9
65
22%
Desire for Change… Trend Drivers
(Base: ROI 1,289)
I want more…
%
Healthy options
68
Lower cost options
63
Easy to prepare
58
Specific health benefits
54
High protein options
53
Want More Healthy Options
Options for whole family
50
Tasty treat options
18-34
%
35-54
%
55+
%
81
72
52
50
On the go option
36
“Free-from” options
35
66
Desire for Change… Trend Drivers
(Base: GB 1,640)
I want more…
%
Healthy options
56
Lower cost options
56
Easy to prepare
52
Tasty treat options
48
Specific health benefits
42
High protein options
41
Options for whole family
On the go option
“Free-from” options
35
Want More Healthy Options
18-34
%
35-54
%
55+
%
70
59
43
27
22
67
Children
Kids’ Breakfast ROI
Many parents claim that one of
the main drivers in deciding
what the family has for
breakfast is health and that they
are giving their children the
‘healthiest’ breakfast possible.
While all parents have good
intentions to give their children the
best, the struggle between what
is healthy and what the children
will eat impacts the final decision.
“My kids had Weetabix
with strawberries, all with
milk and a few spoons of
soy yogurt. Again this is a
food I want them to eat
as it's good for them.”
“I always feel he should have
more variety, but as all
mothers know, you can't
make a child eat anything
they don't want! I suppose
as long as he eats, that’s the
main thing.”
Eating breakfast together is
considered by some parents as an
impart part of their day which
allows them to connect with their
children and sets everyone up for a
good day.
69
“Did his usual and left early for his bus he
stops at the bakers once he gets to the
right town. I thought being a cold morning
Travis would have porridge but he wanted
toast with jam and chocolate spread.”
“He was in a bad mood
Most parents claim that the main
today and didn't want any
motivation was for their children to
breakfast. I did manage
to get a coco pop bar
have breakfast. The actually
down him with his milk
food eaten is considered
though.”
somewhat less important.
Kids’ Breakfast GB
Many claimed that they catered to
their children's desires and that
their children had a more
prominent role in deciding what
was eaten for breakfast.
Healthy foods have a different
meaning for many GB parents,
with cereals, cereal bars and
toast often considered a healthy
option. While ROI parents claim
to be much more aware of sugar
content in the food they give their
children.
“My youngest had Nutella on
toast with a cup of water and
my eldest had Cheerios with
milk and a cup of water.
They chose these because
they enjoy these for breakfast
and they are relatively
healthy.”
“My youngest had Nutella on
toast with a cup of water and
my eldest had Cheerios with
milk and a cup of water.
They chose these because
they enjoy these for breakfast
and they are relatively
healthy.”
70
Kids Eating Breakfast
(Base: All with kids at home)
Kids Breakfast At Home
85%
/
44% ate “with you”
/
40% ate “with you”
/
41% made it
themselves
/
33% made it
themselves
0-7 Years
5%
Had breakfast
elsewhere
(school/Crèche)
Don’t have breakfast
0-7 Years 8-14 Years 15+ Years
6%
71%
59%
Why Not?
(n=99)
%
47
24
Wouldn’t eat it
Don’t know
80%
8-14 Years 15+ Years
71%
75%
Why Not?
(n=78)
Sick, unwell
Kids Breakfast At Home
21
Had breakfast
elsewhere
(school/Crèche)
Don’t have breakfast
12
36
24
Wouldn’t eat it
Sick, unwell
7
%
18
7
Don’t know
24
71
Kids @ Breakfast
(Base: All with kids at home)
Top 10 Drinks
Top 10 Foods
(n=693)
(n=585)
Regular Cereal
39%
43%
Fruit Juice (Shop) 21%
19%
Toast/Bagel
24%
21%
Plain Water
20%
16%
(35%
Porridge/Hot Cereal 19%(31%
0-2 11% 0-2
Tea
19%
10%
Fruit
14%
11%
Milk/ Milk Substitute 17%
16%
Eggs
12%
4%
Cordial/Squash
8%
16%
Yoghurt
11%
7%
Herbal Tea
6%
1%
Breakfast/Cereal Bar 7%
8%
Homemade Juice
5%
2%
Muesli/Granola
7%
3%
Coffee
5%
5%
Sausages
7%
1%
Hot Chocolate
5%
4%
Bacon/Rashers
6%
4%
Homemade Smoothie 4%
2%
years)
years)
(n=693)
72
(n=585)
Key Categories for Kids - (GB & ROI)
Eggs
(n=119)
Scrambled
33%
Boiled
32%
Fried
Poached
Other
18%
Toast
(n=230)
Porridge
Cereals
White sliced
39%
Aldi
16% 11%
Weetabix
Wholemeal sliced
15%
Flahavans
12%
Aldi PL
Wholegrain sliced
11%
Brown sliced
9%
10%
Brown Soda
9%
7%
Home Brown
7%
Baguette
4%
3%
Flahavans Quick 10%
Ready brek
8%
Lidl
7%
Special K
7%
Tesco
7%
Odlums
8%
Quaker
18%
9%
14%
GB: Scotts, Morrisons, M&S,
Sainsbury
73
(n=301)(n=230)
18%
7%
13%
5%
Cornflakes
9%
5%
Rice Krispies
9%
9%
Cheerios
6%
5%
Other Kelloggs
6%
2%
Tesco
6%
8%
Lidl
5%
4%
Coco Pops
4%
11%
Crunchie Nut
4%
8%
Shreddies
4%
3%
Choice Drivers For Kids (BIG INFLUENCERS)
(Base: All Who Prepared Kids Meals; ROI n=313, GB n=341)
TOTAL
TOTAL
%
I know they’ll eat it
64
Get a good start
61
%
I know they’ll eat it
69
Get a good start
52
52
Healthy choice
50
Get something into them
Full for longer
49
Full for longer
45
Energy boost
48
Energy boost
43
Get something into them
46
Quick to prepare
Quick to prepare
36
39
Healthy choice
34
A treat/tasty
28
Can eat quickly
Refreshment
26
A treat/tasty
21
Doesn’t make mess
25
Refreshment
21
Others less than 25%
74
28
Opportunity areas
Evolution
of Breakfast
Porridge is one example where the product began
as being quite labour intensive requiring soaking
and cooking on the hob, this evolved to
microwaveable pots and flavour infused options
responding to changing consumer needs. Where to
next for breakfast?
76
Evolution of Breakfast - Opportunities
TERRITORY
KEY TARGET
INSPIRATION MOVING FORWARD
PERMISSABLE
PLEASURE
Reformulate
old
favourites
SMUGGLING
GOODNESS
Disguise the
health,
promote the
fun!
AL DESKO
NOURISHMENT
Make
healthy
easier
GRAB SOME
GOODNESS
Real health –
not perceived
health on the
go
77
77
Evolution of Breakfast - Opportunities
TERRITORY
PERMISSABLE
PLEASURE
A great number of our breakfast club members claim to be aware
of the benefits of cutting down or out certain foods. However
some find this difficult suggesting they would be open to a
‘healthier’ variant of their favourites, for example turkey rashers
instead or traditional pork rashers
SMUGGLING
GOODNESS
Many ROI parents in our breakfast club were concerned about
the level of sugar and salt in their kids’ preferred cereals
but were stuck between giving them what is best or what they
will eat. Many claim that they would like to see more low
sugar/salt options which will ease their concerns and still be
attractive to their children.
AL DESKO
NOURISHME
NT
With many club members claiming they have to face longer
commutes or leave early to beat traffic, the rise of the al
desko breakfast is becoming more prominent. Some are
preparing breakfast at home and then eating in the office
with others finding new and innovative ways to prepare their
favourites in the office kitchen.
GRAB SOME
GOODNESS
Many feel time pressure when leaving in the morning. This means
having just enough time to grab and go. There is a strong
desire to still keep to a healthy diet, with many turning to
protein shakes to keep them on track. Current hand held
solutions, such as cereal bars are being rejected due to high
sugar and fat levels. There is an appetite for true healthy
options which can be consumed on the hoof.
78
Evolution of Breakfast - Opportunities
TERRITORY
KEY TARGET
INSPIRATION MOVING FORWARD
PIMP MY
BREAKFAST
Promote cocreation via
key
ingredients
FUEL YOUR
BREAKFAST
Promote energy
boost; Target
specific health
benefits
MAGIC
MOMENTS
Promote social
gathering…
sensory
stimulation
ONE FOR
ALL
Broader
household
solution
79
Evolution of Breakfast - Opportunities
TERRITORY
PIMP MY
BREAKFAST
Customising basic ingredients, such as yoghurts, and
personalising them to specific dietary or taste needs is
another growing trend among our breakfast members. There
is an opportunity to facilitate this desire to co-creation and
make personalisation easier by adding key ingredients, like
chia seed, to basic foods which in turn allows for
premiumisation of staple products like porridge.
SUPERCHAR
GE YOUR
BREAKFAST
Added functionality to benefit overall health and fitness is
becoming increasingly popular among the mass market, no
longer a secret weapon for fitness fanatics. Added protein in
cereals is one such example which allows for those who use
food as fuel for their activities to get an added boost of
key nutrients.
MAGIC
MOMENTS
For some families, breakfast is becoming the meal around
which they gather and spend quality time. It sets the day
up in a much more positive note and allows parents to ensure
their children get a good start to the day. Positioning the
brand as one the family can gather around creates an
opportunity to premiumise and differentiate it from other
competitors.
ONE FOR ALL
Many households have several different varieties of
breakfast foods to cater to each individual. This can cause a
major headache and costly bill for some parents who would
love to see products available which cater for more than
one family member, while also being healthier and with less
sugar.
80
Opportunities – Where are they going?
Momentum
Establish
ed
Magic
Moments
Pimp my
Breakfast
Permissible
Pleasure
Grab
some
Goodness
On the
way
Supercharge
your
breakfast
Smugglin
g
Goodness
One for
All
Al Desko
Nourishmen
t
Niche
Breadth of Interest
Mass
81
Appendices
Porridge For Breakfast In The Irish Market
Penetration
Porridge Accompanied By…
Weekday – 26% (#2)
Food
24%
Weekend – 21% (#3)
(#2)
Key Profile
50% of all
porridge
consumers at
breakfast are
55+
30%
Fruit
21%
Eggs
11%
A healthy choice 70%(+26)
Feel fuller longer 61%(+20)
Drink
Tea
50%
Coffee
24%
( ) = Vs Total Breakfasts
Mood %
Relaxed
Fruit Juice 13%
Tired
Additions
Flahavans ProgressOatlets 32%
Aldi Own Label
18%
Flahavans Quick Oats 14%
Lidl Own Label
12%
Other Flahavans
9%
% Big
Influence
Didn’t skip a meal57%(+18)
( ) = Rank of all breakfast
foods consumed
Brand
Toast
Key Influencers
65
19
(+4)
(-1)
Honey
30%
Lively
12
(+1)
Berries
20%
Under
Pressure
12
(=)
Seeds
20%
Stresse 5
d
( ) = Vs Total Breakfasts
84
(+1)
Porridge For Breakfast In The GB Market
Penetration
Porridge Accompanied By…
Weekday – 17% (#3)
Food
Weekend – 15% (#4)
16%
(#3)
Key Profile
55+ Empty
Nesters with
no Mortgage
Drink
32%
18%
14%
12%
9%
4%
17%
Toast
15%
Yoghurt
7%
Tea
41%
Coffee
32%
Water
Additions
Quaker
Scott’s
Tesco Own
Aldi Own
Readybrek
Flahavans
% Big
Influence
A healthy choice 51%(+22)
Feel fuller longer49%(+18)
Didn’t skip a meal
40%(+6)
( ) = Rank of all breakfast
foods consumed
Brand
Fruit
Key Influencers
Honey
Berries
( ) = Vs Total Breakfasts
Mood %
Relaxed
12%
20%
19%
68
Tired
15
(-5)
Lively
12
(+5)
Under
Pressure
10
(+1)
Stresse 1
d
Dried Fruit 13%
( ) = Vs Total Breakfasts
85
(+5)
(-4)
Eggs For Breakfast In The Irish Market
Penetration
Eggs Accompanied By…
21%
Food
Weekday – 18% (#4)
Weekend – 27% (#2)
(#3)
Boiled
Scrambled
Fried
Poached
Other
39%
26%
23%
19%
4%
Key Profile
35-55’s
Family Lifestages
% Big
Influence
55%
Bacon
25%
Sausage
22%
Tea
52%
Coffee
35%
Water
Additions/ Complement
Type
Drink
( ) = Rank of all breakfast
foods consumed
Toast
Key Influencers
Feel fuller longer 44%(+4)
A healthy choice 43%(=)
Savour the
moment
39%(+18)
( ) = Vs Total Breakfasts
Mood %
Relaxed
12%
66
(+5)
Tired
17
(-3)
Salt/ Pepper33%
Lively
17
(+6)
Vegetables 13%
Under
Pressure
Berries
10%
8
(-4)
Stresse 5
d
(+1)
( ) = Vs Total Breakfasts
86
Eggs For Breakfast In The GB Market
Penetration
Eggs Accompanied By…
Weekday – 10% (#5)
Food
13%
Weekend – 19% (#3)
(#5)
Toast
Key Influencers
% Big
Influence
64%
Bacon
33%
Sausage
14%
Feel fuller longer 38%(+7)
Didn’t skip a meal 32%(-2)
Something tasty 29%(+11)
Fried
Scrambled
Boiled
Poached
Other
36%
27%
23%
17%
2%
Key Profile
45+ Males
Older
Families
Tea
45%
Coffee
40%
( ) = Vs Total Breakfasts
Mood %
Relaxed
Fruit Juice 16%
72
Tired
Additions/ Complement
Type
Drink
( ) = Rank of all breakfast foods consumed
Salt/ Pepper34%
Lively
Vegetables 11%
Under
Pressure
17
12
6
Stresse 1
d
Dried Fruit 8%
( ) = Vs Total Breakfasts
87
(+9)
(-3)
(+5)
(-3)
(-4)
Regular Cereals For Breakfast In The Irish Market
Penetration
Regular Cereals Accompanied By… Key Influencers
Weekday – 19% (#3)
Food
19%
Weekend – 19% (#4)
(#4)
Key Profile
More males
Younger
Family Lifestages
Drink
29%
17%
15%
9%
9%
9%
Fruit
12%
Eggs
7%
Prepare & eat
quickly
49%(+10)
Didn’t skip a meal 42%(+5)
Tea
47%
Coffee
22%
( ) = Vs Total Breakfasts
Mood %
Relaxed
Fruit Juice 15%
62
Tired
Additions
Weetabix
Aldi Own Label
Kellogg’s Corn Flakes
Shredded Wheat
Tesco Own
Lidl Own
18%
Feel fuller longer 37%(-3)
( ) = Rank of all breakfast
foods consumed
Brand
Toast
% Big
Influence
Dried Fruit 15%
Sugar
12%
Honey
10%
27
(+7)
Lively
11
(=)
Under
Pressure
13
(-1)
Stresse 5
d
( ) = Vs Total Breakfasts
88
(+1)
(+1)
Regular Cereals For Breakfast In The GB Market
Regular Cereals
Accompanied By…
Penetration
Weekday – 25% (#2)
Food
24%
Weekend – 22% (#2)
(#2)
Key Profile
More males
Younger
Family Lifestages
Fruit
15%
Yoghurt
8%
Didn’t skip a meal 43%(+9)
Drink
Tea
38%
Coffee
31%
35%(+6)
( ) = Vs Total Breakfasts
Mood %
Relaxed
Fruit Juice 13%
67
Tired
Additions
Weetabix
19%
Kellogg’s Corn Flakes 11%
Kellogg’s Crunchy Nut 8%
Tesco Own
8%
Kellogg’s All bran
7%
Shredded Wheat
6%
15%
% Big
Influence
Prepare & eat
47%(+7)
quickly
Healthy Choice
( ) = Rank of all breakfast
foods consumed
Brand
Toast
Key Influencers
21
(+4)
(+1)
12%
Lively
7
(=)
Dried Fruit 10%
Under
Pressure
7
(-2)
Stresse 6
d
(+1)
Sugar
Berries
8%
( ) = Vs Total Breakfasts
89
Fruit For Breakfast In The Irish Market
Penetration
Fruit Accompanied By…
Weekday – 17% (#5)
Food
16%
Weekend – 13% (#5)
(#5)
34%
Porridge
32%
Yoghurt
29%
Drink
Tea
38%
Coffee
33%
Additions
Water
Females 2534 and
Females 55+
Higher social
grade
% Big
Influence
Healthy choice
Mood %
Relaxed
Other Fruit 35%
24%
Honey
17%
38%(+8)
( ) = Vs Total Breakfasts
22%
Berries
63%(+20)
Didn’t skip a meal 49%(+12)
Energy boost
( ) = Rank of all breakfast
foods consumed
Key Profile
Toast
Key Influencers
63
Tired
19
(-1)
Lively
22
(+11)
Under
Pressure
10
Stresse 4
d
( ) = Vs Total Breakfasts
90
(+2)
(-2)
(=)
Fruit For Breakfast In The GB Market
Penetration
Fruit Accompanied By…
Weekday – 16% (#4)
Food
15%
Weekend – 12% (#6)
(#4)
Yoghurt
27%
Healthy choice
Prepare & eat
quickly
20%
49%(+20)
37%(-3)
Didn’t skip a meal 37%(+3)
Drink
( ) = Rank of all breakfast
foods consumed
Coffee
42%
Tea
28%
Water
( ) = Vs Total Breakfasts
Mood %
Relaxed
15%
63
Tired
Additions
Females 2534 and
Females 65+
Higher social
grade
% Big
Influence
Regular Cereal
24%
Toast
Key Profile
Key Influencers
Other Fruit 28%
Berries
22%
Honey
13%
18
(-2)
Lively
10
(+3)
Under
Pressure
11
(+2)
Stresse 6
d
( ) = Vs Total Breakfasts
91
(=)
(+1)
Yoghurt For Breakfast In The Irish Market
Penetration
Yoghurt Accompanied By… Key Influencers
10%
Weekend – 9% (#8)
(#6)
Food
Weekday – 10% (#6)
Fruit
Toast
% Big
Influence
47%
Healthy choice
40%
Didn’t skip a meal 48%(+11)
Porridge 25%
Prepare & eat
quickly
( ) = Rank of all breakfast foods consumed
Aldi Own
Lidl Own
Glenisk
Muller
Yoplait
Tesco Own
Activia
Glenilen
Key Profile
25-44’s
Younger Family
Life-stages
22%
22%
16%
15%
13%
11%
11%
9%
Tea
47%
Coffee
38%
Water
Additions
Low fat/ Diet
39%
Natural/ Organic29%
Regular Pots
21%
Greek/ Greek Style
21%
Big Pots
14%
Kids
9%
Corners
8%
Drink
Brand
Type
58%(+18)
44%(+5)
( ) = Vs Total Breakfasts
Mood %
Relaxed
16%
Other Fruit
24%
66
Tired
21
(+1)
Lively
18
(+7)
Honey
20%
Under
Pressure
Berries
20%
Stresse
d
11
(-1)
9
(+5)
( ) = Vs Total Breakfasts
92
(+5)
Yoghurt For Breakfast In The GB Market
Penetration
Yoghurt Accompanied By… Key Influencers
8%
Weekend – 7% (#8)
(#6)
Food
Weekday – 10% (#6)
Fruit
% Big
Influence
49%
Regular
Cereal
24%
Toast
23%
Key Profile
Female
Over 45’s
Higher social
grade
13%
10%
10%
10%
9%
9%
8%
7%
Coffee
43%
Prepare & eat
quickly
47%(+7)
Tea
31%
( ) = Vs Total Breakfasts
Mood %
Relaxed
Fruit Juice19%
67
Tired
Additions
Yeo Valley
Tesco Own
Asda Own
Muller
Activia
Muller Light
Aldi Own
Lidl Own
Drink
Brand
Low fat/ Diet
33%
Greek/ Greek 29%
Style
22%
Natural/ Organic13%
Big Pots
13%
Regular Pots
8%
Corners
3%
Kids
49%(+20)
Didn’t skip a meal 45%(+11)
( ) = Rank of all breakfast foods consumed
Type
Healthy choice
Honey
17%
Berries
16%
(+3)
7
(-2)
Stresse 6
d
(+1)
Under
Pressure
( ) = Vs Total Breakfasts
93
(+2)
10
Lively
Other Fruit
18%
22
(+4)
Coffee For Breakfast In The GB Market
Penetration
Key Profile
Weekday – 36% (#2)
37%
Weekend – 38% (#1)
Mood
Fresh
Instant
Instant
%
(#1)
Relaxed
( ) = Rank of all breakfast drinks consumed
Brand
Type
Instant
Roast & Ground
Decaf
Espresso/
Cappuccino
Sachets/ Pods
68%
13%
10%
7%
5%
Nescafe
25%
Kenko
13%
Douwe Egberts
10%
Aldi Own
6%
Tesco Own
6%
Others
<5%

 55+’s
Lower social
grade
 25-54’s
 Higher
social grade
Instant
Fresh
Toast
36%
44%
Cereal
24%
12%
Fruit
14%
23%
Eggs
13%
19%
12%
16%
4%
12%
Bacon/
Sausage
Yoghurt
61
Tired
Main Foods Eaten…
94
Fresh
%
72
24
17
Lively
7
6
Under
Pressure
9
9
Stresse
d
4
1
Coffee For Breakfast In The Irish Market
Penetration
Key Profile
Weekday – 28% (#2)
29%
Weekend – 31% (#2)
Mood
Fresh
Instant
(#2)
Instant
%
Fresh
%
54
56
Relaxed
( ) = Rank of all breakfast drinks consumed
Brand
Type
Instant
Roast & Ground
Espresso/
Cappuccino
Decaf
Sachets/ Pods
60%
23%
13%
9%
7%
Kenko
18%
Aldi
16%
Nescafe
13%
Lidl
12%
Maxwell House9%
Levazza
8%
Bewleys
7%
Robt. Roberts 4%
 Females
 45-64’s
 Lower social
grade
 Males
 25-44’s
 Higher
social grade
Tired
Main Foods Eaten…
Instant
Fresh
Toast
32%
34%
Eggs
17%
34%
Porridge
15%
26%
Fruit
15%
20%
Cereal
15%
13%
27
Lively
10
20
Under
Pressure
10
17
4
12
Stresse
d
95
22
Toast/ Bread For Breakfast In The Irish Market
( ) = Rank of all breakfast foods consumed
Brand
Type
White sliced pan
Brown sliced pan
Brown soda/
spelt
Brown
(homemade)
Wholegrain pan
Wholemeal pan
30%
20%
20%
13%
12%
8%
Brennans
22%
Aldi Own
14%
Tesco Own
11%
Lidl Own
7%
SuperValu Own7%
Irish Pride
7%
McCambridge 7%
Pat the Baker 6%
Key Profile
Under 35’s
and
Older Family
Life-stages
Food
(#1)
Drink
Weekday – 33% (#1)
Weekend – 40% (#1)
Key Influencers
% Big
Influence
Eggs
32%
Porridge
21%
Didn’t skip a meal 38%(+1)
Fruit
15%
Healthy choice
Tea
60%
Feel fuller longer 35%(+5)
Coffee
27%
36%(-5)
( ) = Vs Total Breakfasts
Mood %
Fruit Juice 13%
Additions
35%
Toast Accompanied By…
Spreads
Penetration
Relaxed
Marmalade 23%
66
(+5)
Jam
15%
Tired
21
(-2)
Honey
11%
Lively
18
(+1)
33%
Under
Pressure
Real butter
Stresse
d
Dairy spread 29%
Low fat spread 17%
11
(-3)
9
(+1)
( ) = Vs Total Breakfasts
96
Toast/ Bread For Breakfast In The Irish Market
Brown /
Spelt
White
Key Profile
Food
Accompaniments
Spreads used
Wholegrain
/
Wholemeal
Eggs
34%
35-54
established
families &
higher social
grade
Eggs
36%
Sausage
22%
Porridge
32%
Porridge
Bacon
19%
Fruit
28%
Muesli / Granola
26%
Dairy Spreads 40%
Real Butter
37%
34%
Low fat spread
Real Butter
Dairy Spreads26%
Dairy Spreads22%
Under 35 males
General lower
social grade
37%
Established
families, 55+,
females &
higher social
grade
Eggs
44%
32%
* Cholesterol Spreads 16
Additional
Accompaniments
Key Influencers
Marmalade
21%
Marmalade
25%
Marmalade
35%
Jam
18%
Honey
18%
jam
20%
38%
Prepare & eat quickly
Healthy choice
36%
Didn’t skip a meal 33%
Feel fuller longer 35%
* Also Energy boost and Treat
Didn’t skip a meal53%
Healthy choice
* Also Feel fuller longer
* Also Treat
97
51%
Juice For Breakfast @ Home
ADULTS
11%
Weekday – 11%
Weekend – 13%
81%
19%
Ireland
Toast
36%
Porridge
33%
15%
Eggs
27%
20%
Cereal
30%
32%
20%
17%
Muesli/Granola
15%
10%
Bacon OR Sausage
13%
11%
Fruit
Ireland
Weekday – 25%
Weekend – 27%
Type
Shop Bought
Home-made
10%
80%
20%
Weekday –9%
Weekend –12%
Type
Shop Bought
Home-made
Main Foods Eaten…
KIDS
26%
GB
48%
Type
Shop Bought
Home-made
ADULTS
Main Foods Eaten…
88%
12%
KIDS
GB
Cereal
48%
60%
Toast
31%
26%
Porridge
23%
13%
Yoghurt
23%
9%
Fruit
20%
12%
Eggs
19%
21%
Weekday –21%
Weekend –22%
Type
Shop Bought
Home-made
8%
Cereal Bar 14%
98
90%
10%
Bacon and Sausage: A Real Treat
Bacon/Rasher
Sausages
8%
7%
Bacon/Rasher
(#9)
(#7)
Weekday Weekend Weekday Weekend
5%
13%
11%
6%
(#13)
Weekday Weekend Weekday Weekend
5%
2%
13%
6%
( ) = Rank of all breakfast foods consumed
4% of Breakfasts included Bacon
and Sausage
2% of Breakfasts included Bacon
and Sausage
3% Weekday, 6% Weekend
1% Weekday, 4% Weekend
Perfect Partners
( ) = V All Breakfasts
Eggs
Bacon
63% (+42) Eggs
Sausage
69% (+48) 60% Fried (+36)
Toast
60% (+25) Toast
69% (+34) 50% White (+20)
Sausage
51% (+44)Bacon 61% (+53)
Tea
60% (+15)
57% (+12)
Coffee
40% (+11)
40% (+11)
Fruit Juice17% (+6)
69% (+8)
“A Real Treat” is lead driver: 55% Bacon and 62%
Sausages V just 20% for All Breakfasts
Food
( ) = V All Breakfasts
Drink
Food
(#7)
3%
( ) = Rank of all breakfast foods consumed
Perfect Partners
Drink
8%
Under 35’s
and
Men, but
also
younger
family
Sausages
Eggs
Bacon
55% (+42) Eggs
Sausage
62% (+49) 65% Fried (+2
Toast
50% (+17) Toast
64% (+31) 56% White (+18)
Sausage
22% (+14)Bacon 56% (+48)
Tea
42% (+5)
30% (-7)
Coffee
45% (+8)
60% (+23)
Fruit Juice15% (+5)
15% (+5)
In GB too it is “A Real Treat” : 41% Bacon
and 34% Sausages V. 18% for All Breakfasts
99
Tea For Breakfast @ Home
Penetration
Penetration
Weekday – 44% (#1)
Weekend – 48% (#1)
45%
Weekday – 37% (#1)
Weekend – 38% (#2)
37%
(#1)
(#1)
Main Foods Eaten…
Main Foods Eaten…
( ) = Rank of all
breakfast drinks
consumed
Brand
Lyons
Barry’s
Aldi Own
Lidl Own
Bewleys
Tesco Own
Punjana
Others
46%
Porridge 27%
Eggs
32%
26%
19%
8%
6%
5%
4%
<3%
Key Profile


Toast
45’s +
Older
families
24%
Mood
Relaxed
66 (+5)
Tired
Under
Pressure
20
Toast
( ) = Rank of all
breakfast drinks
consumed
Regular Cereal 25%
Brand
PG Tips
Tetley
Aldi Own
Typhoo
Tesco Own
Others
Porridge
29%
18%
12%
9%
6%
<5%
(-2)
Lively
9
(-1)
Relaxed
Stressed
4
(=)
68 (+5)
Tired
Key Profile


18%
Mood
(=)
11
39%
45’s +
Older
families
100
20
(=)
Under
Pressure
8
(-1)
Lively
6
(-1)
Stressed
4
(-1)
Week long videography (15 in ROI)
Life stage
Age
Social Class
Gender
Children
Age of
Children
Secondary/College Student
16-18
C1C2
Male
No
N/A
Third level/university student
19-24
ABC1
Female
No
N/A
Third level/university students
19-24
C1C2
Male
No
N/A
Third level/university students
19-24
C2DE
Female
No
N/A
Early Settlers No Kids
21-29
ABC1
Male
No
N/A
Early Settlers No Kids
21-29
C2DE
Female
No
N/A
Early Settlers No Kids
21-29
C1C2
Male
No
N/A
Young Family Kids 2-11
29-39
C2DE
Female
Yes
> 11 years
Young Family Kids 2-11
29-39
C1C2
Female
Yes
> 11 years
Young Family Kids 2-11
29-39
C1C2
Female
Yes
> 11 years
Older Family Kids 12+
40-49
ABC1
Female
Yes
12+ years
Older Family Kids 12+
40-49
C1C2
Male
Yes
12+ years
Older Family Kids 12+
40-49
C2DE
Female
No
12+ years
Empty Nester No kids
50+
C1C2
Male
No
N/A
Empty Nester No kids
50+
C2DE
Male
No
N/A
101
Week long videography (15 in GB)
Age
Social Class
Gender
Children
Age of
Children
Secondary/College Student
16-18
C1C2
Male
No
N/A
Third level/university student
19-24
ABC1
Female
No
N/A
Third level/university students
19-24
C1C2
Male
No
N/A
Third level/university students
19-24
C2DE
Female
No
N/A
Early Settlers No Kids
21-29
ABC1
Male
No
N/A
Early Settlers No Kids
21-29
C2DE
Male
No
N/A
Early Settlers No Kids
21-29
C1C2
Male
No
N/A
Young Family Kids 2-11
29-39
C2DE
Female
Yes
> 11 years
Young Family Kids 2-11
29-39
C1C2
Female
Yes
> 11 years
Young Family Kids 2-11
29-39
C1C2
Female
Yes
> 11 years
Older Family Kids 12+
40-49
ABC1
Male
Yes
12+ years
Older Family Kids 12+
40-49
C1C2
Female
Yes
12+ years
Older Family Kids 12+
40-49
C2DE
Male
No
12+ years
Empty Nester No kids
50+
C1C2
Female
No
N/A
Empty Nester No kids
50+
C1C2
Male
No
N/A
Life stage
102
Breakfast Club In Depth Interviews (8)
Profile of Individual
Age
Social Class
Life Stage
Breakfast Type
Location
Pre Family Professional 30 – 39
ABC1
Early Settler
Out of Home
ROI
New Family
35 – 45
C1C2
At Home
ROI
Established Family
35 – 45
C1C2
At Home
ROI
Post Family
49 – 59
C1C2
At Home
ROI
Pre Family Professional 30 – 39
ABC1
At Home
GB
New Family
35 – 45
C1C2
At Home
GB
Established Family
35 – 45
C1C2
Post Family
49 – 59
C1C2
Young Family;
Kids 2 – 9
Young Family;
Kids 8 - 13
Empty Nester;
Older Kids
Early Settler
Young Family;
Kids 2 – 9
Young Family;
Kids 8 - 13
Empty Nester;
Older Kids
Out of Home
At Home
103
GB
GB
The Breakfast Club
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104
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