consumer insight into the breakfast occasion in … · consumer insight into the breakfast occasion...

Consumer insight into the breakfast occasion in

Republic of Ireland and Great Britain

April 2016

Table of Contents

2

2 Setting the scene - 11

4

5

1 Study background – 3

3

7 Appendices - 82 - Respondents breakdown - Categories in depth

Food and drink choices - 46

Changing behaviours - 53

Children - 68

6 Opportunity areas - 75

Study background

Background

Desk research on

trends

Quantitative survey in

ROI and GB

30 week long videos

8 indepth interviews

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.

4

An online survey among 1,640 GB and 1,289 ROI

participants across 7 days of

the week

30 participants were involved in the day-to-day

documentation of their breakfast

habits

8 in-depth interviews were

conducted among the various key

demographics in ROI and in the

GB.

Looking for global trends on

breakfast

Secondary research sourced from:

5

Secondary research sourced from:

6

7

Current & Emerging trends - Health

“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.”

“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.”

Healthy breakfast items are of primary importance when

shopping for breakfast items…with consumers looking to enhance their own health through food

choices

Key Segments

“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.

8

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.

Key Segments

“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.”

“I work 9-5 and have found a ready- to -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.”

“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.”

9

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

Key Segments

“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 try to add different fruits and toppings because porridge can

be a bit bland if you jut make it with water!”

“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.”

Setting the scene

12

Incidence of having Breakfast in morning

85%

Penetration

Weekday

Weekend

83%

90%

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

82% 82% 84% 82% 85% 88% 92%

GB adults more likely to have

breakfast at the weekend

(Base: GB 1,640, ROI 1,289)

Penetration

87%

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

82% 89% 86% 86% 90% 87% 90%

Weekday

Weekend

87%

89%

13

Frequency of Breakfast Weekday & Weekend

Every day Mon-Fri

3-4 times Mon-Fri

1-2 times Mon-Fri

Rarely/Never 18

9

18

55

16

10

14

60 Usually on Saturday

Usually on Sunday

Neither day usually 14

74

78

9

75

81

% %

ROI GB

14

General Breakfast Behaviour – ROI & GB Markets

3

16

9

22

50 Everyday – never

miss it

Almost every day

More often than not

Rarely

Never

(n=1,289) (n=1,640)

2

13

10

22

53

Which of the following best describes how often you eat breakfast either at home or outside of home?

(Base: GB 1,640, ROI 1,289)

1 in 2 never miss breakfast

11 13

7 7

41 48

41 31

15

Choices During the Weekday and the Weekend

Same breakfast

(Base: GB, 1640, ROI, 1289)

GB Breakfast eaters are more likely to have variety than ROI breakfast eaters

during the week

During the week

Small variety

Lots of variety

Don’t really have breakfast

8 8

18 15

41 42

32 35 Same breakfast

ROI Breakfast eaters are more likely to have more variety at the weekend than their GB

counterparts

At the weekend

Small variety

Lots of variety

Don’t really have breakfast

Tend to have…

Tend to have…

9 5

26

12

50

51

14

30

1 2

16

Breakfast Dynamics

Weekday %

After 12

10-12pm

8-10am

7-8am

(Base ROI, 1289)

Breakfast Time

Time Spent Eating

Time Spent Preparing

Weekend %

Before 7am

Before 8am (total)

Before 8am (kids)

Ate Breakfast at home

Weekday 87%

Weekend 96%

⁄ Average – 13.6 mins

⁄ 48% Under 10 mins

WEE

KD

AY

W

EEK

END


⁄ 77% Under 10mins



⁄ Average – 10 mins


35

44

17

19 1 in 2 eating breakfast

between 8 – 10am

12 7

28 21

46

51

12 19

1 2

17

Breakfast Dynamics

Weekday %

After 12

10-12pm

8-10am

7-8am

(Base: GB, 1640)

Breakfast Time

Time Spent Eating Time Spent Preparing

Weekend %

Before 7am Ate Breakfast at home

Weekday 88%

Weekend 94%



WEEK

DA

Y

WEEK

EN

D






⁄ 74 % Under 10mins

40

49

28

30

Before 8am (total)

Before 8am (kids)

1 in 2 eating breakfast between 8 – 10am

18

Mood In The Morning- Irish Breakfasts

Time Pressure

Stressed

MID WEEK WEEKEND

Energetic

Tired & Slow

Relaxed

11%

5%

11%

22%

55%

4%

2%

10%

17%

72%

PIC

PIC

% Reporting ‘Relaxed Mood’ PIC

18-34 35-54 55+

39% 54%

69%

WEEKDAY

Older

39% 54%

Kids No Kids

Kids

18-34 35-54 55+

60% 78% 76%

WEEKEND

Older

70% 74%

Kids No Kids

Kids

0-6 7-12 13-17 18+

38% 51% 58%

WEEKDAY

Age of Kids

45%

0-6 7-12 13-17 18+

63% 72% 82%

WEEKEND

72%

Age and if people have children (and age of)

influence mood at breakfast

Mood In The Morning- British Breakfasts

Time Pressure

Stressed

MID WEEK WEEKEND

Energetic

Tired & Slow

Relaxed

11%

5%

7%

19%

61%

5%

5%

7%

22%

68%

PIC

PIC


18-34 35-54 55+

47% 52%

77%

WEEKDAY

Older

45% 69%

Kids No Kids

Kids

18-34 35-54 55+

54% 65% 79%

WEEKEND

Older

62% 71%

Kids No Kids

Kids

0-6 7-12 13-17 18+

42% 44% 57%

WEEKDAY

Age of Kids

37%

0-6 7-12 13-17 18+

52% 70% 67%

WEEKEND

66%

19

12

12

15

15

16

17

17

23

26

40

46

20

Morning Rituals

TOTAL

(Base: GB 1,640, ROI 1,289)

%

11

11

13

14

16

17

17

21

26

37

45

TOTAL

%

Check your emails / social media

Watch TV

Listen to the radio

Take vitamins or other supplements

Load / empty washing machine

Read a newspaper

Other household chores

Get the kids ready

Load / empty dishwasher

Grab a coffee

Have a cigarette

Check your emails / Social media

Listen to the radio

Take vitamins or other supplements

Watch TV

Load / empty dishwasher

Other household chores

Get the kids ready

Load / empty washing machine

Read a newspaper

Grab a coffee

Have a cigarette

Social media and checking emails is the number one

activity in ROI and GB

21

What We Do Around Breakfast (At Home)

Read Newspaper

12%

10%

WEE

KD

AY

WEE

KEN

D

Emails/ Facebook

Radio

Take Vitamins

Watch TV

Other Household

Chores Load Dishwasher

Get Kids Ready

Washing Machine

Have a Cigarette

37%

41%

34%

41% 20

%

21%

22%

27%

12%

13%

13%

14%

14%

8% 10% 9%

11% 8%

Incidence of Breakfast at Home/Out of Home (Base: All adults having breakfast today)

Total (n=1,124)

At Home

% At Home

Weekday (n=797)

87%

Weekend (n=327)

95%

Out of Home

Total (n=1,391)

At Home

% At Home

Weekday (n=970)

88%

Weekend (n=421)

94%

Out of Home

Out of Home Out of Home

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%

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%

Total Total

(Note: Out of home totals may sum to more than the total out of home % as they may choose multiple items)

23

What We Do Around Breakfast (At Home)

Read

Newspaper

14% 12%

WEE

KD

AY

WEE

KEN

D

Emails/

Facebook

Radio

Take

Vitamins

Watch

TV

Other

Household

Chores Load

Dishwasher

Get Kids

Ready

Washing

Machine

Have a

Cigarette 38%

38% 22%

20% 19%

18% 40%

35%

9%

8%

9%

9% 11%

2% 12%

11%

11%

6%

24

Planning Ahead

Certain

Pretty Sure

I know what I’m having tomorrow…

35%

39%

I have no idea what I’m having tomorrow

21%

Certain

Pretty Sure

I know what I’m having tomorrow…

34%

37%

I have no idea what I’m having tomorrow

21%

3 in 4 are pretty sure / certain what they’ll have tomorrow for predictable

25

Breakfast On The Move (i)

Weekday

School/Work

Weekend

In the Car

Walking/ Commuting

Weekday Weekend

8% 2% 7% 2%

2% 1% 1% 2%

1% 1% 3% 1%

Prepared @ Home 38%

Taken with no preparation

25%

Bought out of home 38%

Prepared @ Home 41%


28%


Had Breakfast…

(Base: GB 1,640, ROI 1,289)

ANY “On the move” 13% 4% 12% 6%

1 in 8 breakfasts are eaten out of

home

26

Breakfast Out of Home

Weekend Treat Weekday Rush

Usually, midweek breakfasts are eaten as there was no time to have breakfast

at home and stress is high.

Some claim that they make less healthy decisions when eating out in a rush than

they would have at home.

Food choices made at the weekend are also considered less healthy but are justified as the occasion is seen as a treat.

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.

27

Breakfast On The Move (ii)

Influencers

Relaxed -16

Tired +2

Lively +3

Under Pressure

+7

Stressed

+4

Profile

Tends to be…

⁄ Males

⁄ Under 44

⁄ Higher social grade

⁄ Single

⁄ Less regular breakfast eaters

Location – Bought Out Of Home

8

17

11

21

43

% Mood Vs At

Home Breakfas

t

Vs At Home

Breakfast

% Big Influence BIGGER

Influence

27

27

28

33

34

35

37 %

Prepare & eat quickly

I didn’t skip a meal

Feel fuller longer

I can take on the go

A healthier choice

Energy boost

A treat/something tasty

-3

-2

-2

+27

-8

+2

+7

22

27

29

%

School/work canteen/ cafeteria

Coffee shop/café

Convenience/forecourts 7

2

13

%

Supermarket

Fast Food

Other

(Base: ALL ROI & GB having breakfast on the move, n=231)

28

Out of Home Breakfasts: In Depth

11% Weekday – 13%

Weekend – 4%

Ireland GB

10% Weekday – 12%

Weekend – 6%

Where Food Prepared?

Bought out of home

Prepped @ Home Taken from home

Premade

38%

25%

38%

Cereal Bar 10%

41%

26%

32%

Where Food Bought?

Café/Cafeteria

Supermarket

Work Canteen

Convenience Store

Coffee Shop

Garage Forecourt

Fast Food

13%

22%

15%

9%

8%

8%

4%

13%

30%

8%

4%

7%

3%

5%

Foods Consumed

Bacon/Sausage

Toast

Porridge

Croissant/pastry

Fruit

Eggs

Sandwich etc.

16%

19%

17%

12%

12%

11%

10%

18%

22%

4%

18%

4%

12%

16%

Drinks Chosen

Water

Coffee

Tea

Fruit Juice

Soft Drink

Mile

12%

49%

28%

8%

4%

3%

Drinks Chosen

Water

Coffee

Tea

juice

Smoothies

Energy Drink

15%

45%

25%

6%

5%

5%

Key Influencers

Didn’t skip a meal

Eat Quickly & Easy

Healthy Choice

38%

37%

35%

% Big Influence

(+1)

(-2)

(-8)

On the Go Choice

Energy Boost

30%

30%

(+23)

(=)

Feel fuller longer 29% (-11)

Vs Total At Home Breakfast

Tasty Treat 28% (+8)

Key Influencers

Full for Longer

Eat Quickly & Easy

On the Go Choice

36%

35%

34%

% Big Influence

(+5)

(-5)

(+30)

Didn’t Skip a Meal

Tasty Treat

32%

24%

(-2)

(+6)

29

Who do you have breakfast with?

I ate alone

Spouse/partner

My kids

Other family member

Colleagues from work/school 1

4

11

28

59

3

5

15

28

56

ROI GB

*Others 1% or less

Over 55 years (40%) GB (34%) ROI

Those who live with flatmate/friend (77%) GB

(74%) ROI

With dependent children (35%) GB (33%) ROI

1 in 2 eating breakfast between 8 – 10am

30

Motivations of Breakfast Choice…

34

39

40

41

43

49

52

54

54

56

58 Easy to prepare

Fills you up for longer

Energy and vitality

Value for money

Healthy choice

Tastes great, a real treat

Low in sugar

Enjoyed by all of the household

Easy to clean up or tidy away

Pure and natural

Low in fat or calories 12

15

16

18

18

25

26

27

29

33

33 Can be eaten quickly

Specific health benefits

High protein breakfast

What’s there at the time

Produced in an ethical way

Can be added to, to create something new

Something new and interesting

Can be Eaten at school or work

Treat or a reward

Is “free-from” particular ingredients

Eaten “on the go” while commuting

Based on % Very Important (% 8-10)….

% % GB

58

53

49

53

46

50

39

37

38

33

32

GB

30

27

23

24

21

20

15

14

13

13

11

ROI

58

61

60

55

60

48

49

47

42

47

37

ROI

37

40

35

30

32

23

31

23

19

19

15

= Top 3 Influencer

31

Segmenting the Breakfast Motivations…

Most Likely to Say…

“Go Getters” “Jugglers”

“Be Betters” “Average Joes”

“It is a healthy choice”

“It is easy to prepare”

“It has specific health benefits”

“It is low in sugar” “It tastes great, a real treat”

“It can be enjoyed by all of the household”

“It can be eaten quickly”

“Easy to clean up or tidy away afterward”

“Can be eaten “on the go” while commuting”

“It can be eaten quickly”

KEY MOTIVATIONS…

“Be Betters”

“Jugglers”

“Average

Joes” Keep me going

Fill me up

Eat myself well

“Go Getters”

Get me going

33

“Go Getters” Explained

36% 30%

Penetration Profile

⁄ Under 44

⁄ Male

⁄ Single/Co Habiting

⁄ Renting/Mortgage

⁄ Working Full Time

Breakfast Motivations

1. Fills you up longer

2. Gives you energy/ vitality

3. Can be eaten quickly

4. Eaten at work

5. Eaten on the go

Consumed *Clear distinction between weekday and weekends – weekday functionality then more ‘reward’ at weekend

Weekday Rituals Weekend

Allowances Toast

Fruit

Yoghurt

Regular Cereal

Cereal Bar

/ More treat element of Eggs and Breakfast Meats apparent

in weekend consumption

Key Titbits

⁄ 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

34

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.

35

Go Getters in Action

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.

Rory Brennan

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

Lives in Dublin, Ireland

Relationship – Single

Year of Birth 1983

Works in PWC, Dublin

36

“Jugglers” Explained

19% 26%

Penetration Profile

⁄ 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

Weekend Allowances Toast

Fruit

Yoghurt

Regular Cereal

Porridge

/ 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.

37

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.

38

Jugglers in Action

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.

Kelly Anne Brande

Lives in London, England

Relationship – Married

Year of Birth 1978

Works in Ward Nurse at St. Thomas’

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!!

39

“Average Joe’s” Explained

20% 24%

Penetration Profile

⁄ Over 45

⁄ Male

⁄ Living with partner/ spouse

⁄ Own home no mortgage/council

⁄ Lower social grade

⁄ Retired/not working


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

Toast

Real Butter

Eggs

Regular Cereal

Porridge

Key Titbits

⁄ Longest preparation time segment

⁄ Most likely to watch TV and have a cigarette

⁄ 70% of breakfasts were relaxed

⁄ 58% want lower cost options for breakfast Breakfa

st Meats

40

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.

41

Average Joe in Action

John Kinane

Lives in Lucan, Dublin


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.

42

“Be Betters” Explained

25% 20%

Penetration Profile

⁄ 55+


⁄ Living with partner/ spouse only

⁄ Own home – no mortgage

⁄ Least Likely to miss breakfast

⁄ Breakfast happens at home

PIC Older Lady


1. A healthy choice

2. Gives energy/ vitality

3. Has specific health benefits

PIC health

Consumed

*While primary concern for breakfast is health, they tend to relax it somewhat at the weekends

Weekday Rituals

Porridge

Fruit

Muesli

Yoghurt

Tea

Seeds

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

Weekend Allowances

/ Occasionally let in toast, more

regular cereals, and the odd ‘full Irish/ English’

43

“Be Betters” Explained

25% 20%

Penetration Profile

⁄ 55+


⁄ Living with partner/ spouse only

⁄ Own home – no mortgage

⁄ Least Likely to miss breakfast

⁄ Breakfast happens at home

PIC Older Lady


1. A healthy choice

2. Gives energy/ vitality

3. Has specific health benefits

PIC health

Consumed

*While primary concern for breakfast is health, they tend to relax it somewhat at the weekends

Weekday Rituals

Porridge

Fruit

Muesli

Yoghurt

Tea

Seeds

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

Weekend Allowance

s / Occasionally let in toast, more

regular cereals, and the odd ‘full Irish/ English’

44

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.

45

Be Betters in Action

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.

Margret Murphy

Lives in Cobh, Cork


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!

Food and drink choices

47

Ireland’s Top Breakfast: Top 10 Adults (At Home)

Eggs Porridge Toast Fruit

WEEK

EN

D

Regular Cereal

WEE

KD

AY

25% 23% 42% 15% 21%

Sausages Yoghurt Bacon/Rashers Muesli/Granola

10% 9% 13% 5% 6%

Sandwich/ Similar

Eggs Porridge Toast Fruit Regular Cereal

25% 19% 33% 17% 18%

Sandwich/

Similar Yoghurt Breakfast Bar Muesli/Granola

8% 8% 10% 6% 6%

Bacon/Rashers

(Base: ROI 1,289)

Sausage 5%

48

GB’s Top Breakfast: Top 10 Adults (At Home)

Regular Cereal Eggs Toast Bacon/Rashers

WEEK

EN

D

Porridge

WEE

KD

AY

22% 19% 36% 13% 15%

Muesli/Granola Yoghurt Fruit Croissant/ Pastry

8% 7% 12% 6% 6%

Sausage

Fruit Regular Cereal Toast Eggs Porridge

25% 17% 32% 10% 16%

Croissant/ Pastry

Yoghurt Breakfast Bar Muesli/Granola

10% 8% 13% 5% 6%

Bacon/Rashers

(Base: GB 1,640)

49

Top Breakfast Drinks: (At Home)

Tea

Coffee

Water

Fruit Juice (shop)

Milk/ Milk substitute

Herbal tea

Fruit Smoothie (self)

Fruit Juice (self)

NO DRINK

WEEKDAY WEEKEND WEEKDAY WEEKEND

44% 48%

28% 31%

12% 11%

9% 10%

6% 6%

5% 6%

4% 2%

2% 3%

6% 3%

Tea

Coffee

Water

Fruit Juice (shop)

Milk/ Milk substitute

Herbal tea

Fruit Smoothie (self)

Cordial

NO DRINK

37% 38%

36% 38%

9% 12%

9% 9%

3% 4%

3% 4%

2% 2%

2% 1%

6% 4%

(Base: GB 1,640, ROI 1,289)

50

Perfect Partners: Ireland

Toast & Eggs 11%

FOODS DRINK

Toast & Fruit 5%

Egg & Sausage 5%

Bacon & Sausage 4%

*% of all at home breakfasts

Toast & Tea 21%

Eggs & Tea 11%

Toast & Coffee 10%

Porridge & Tea 12%

Cereal & Tea 9%


(Base: ROI 1,289)

51

Perfect Partners: Britain

Toast & Eggs 8%

FOODS DRINK

Yoghurt & Fruit 5%

Egg & Bacon 5%

Toast & Cereal 5%


Toast & Tea 15%

Porridge & Tea 7%

Toast & Coffee 15%

Cereal & Tea 9%

Fruit & Coffee 6%


(Base: ROI 1,289)

Fruit & Cereal 5%

Cereal & Coffee 8%

52

Breakfast On The Move Food & Drink choices (i)

Weekday

School/Work

Weekend

In the Car

Walking/ Commuting

Toast/bread

Main Foods Eaten

Bacon/Sausage

Croissant/Pastry

Sandwich

Eggs

21%

17%

15%

13%

11%

Coffee

Main Drinks Consumed

Tea

Water

Fruit Juices

47%

26%

13%

17%

Weekday Weekend

8% 2% 7% 2%

2% 1% 1% 2%

1% 1% 3% 1%

Prepared @ Home 38%


25%


Prepared @ Home 41%


28%


Had Breakfast…

Changing Behaviours

54

Influencing Choice among the Segments…

“Go Getters” “Juggler

s”

“Be Betters”

“Average Joes”

Must adapt to quick paced routine

Versatility and Portability

Provide a kick start

Influenced by kids needs – eat healthier as result

Need sustained energy

Adapt to morning ‘high involvement’ environment

Low Involvement – often quantity over quality

Tasty but good value

Be the crowd pleaser

Have the time now to take advantage – more exploration

Adapt to the slower paced/ healthier choices available

55

Ireland’s Changing Weekday Breakfast Behaviour - I

23% Have changed what they eat for breakfast recently

Who? How?

PIC Young Family

Tend to be…

⁄ Under 45

⁄ With younger kids

⁄ Working full time

⁄ Have mortgage/

⁄ renting

PIC Health

Healthier choice

Having hot/cooked breakfast

Eating instead of tea/coffee

Bigger breakfasts

Breakfast on the go

Breakfast out of home

65%

26%

22%

15%

12%

10%

16%

(Base: ROI n=842, GB n=1,042)

56

Ireland’s Changing Weekday Breakfast Behaviour - II


Having More… Want more…. Doing more….

Fruit Yoghurt

Muesli/Granola

Cereal Bars

Smoothie

Sandwich Bagel Croissant

Herbal Tea Milk/Milk Substitute

Checking e-mails/ Social Media

57%

My Jobs

16%

Exercising

15%

Healthy Options

Lower Cost Options

16%

(Base: ROI 1,289)

57

Ireland’s Changing Weekend Breakfast Behaviour - I


Who? How?

PIC Young Family

Tend to be…

⁄ Under 45

⁄ With younger kids (or pre-settlers)

⁄ Working full time,

Low-Mid Income

⁄ Have mortgage/

renting

PIC Health

Healthier choice

Having hot/cooked breakfast

Eating instead of tea/coffee

Bigger breakfasts

Breakfast on the go

Breakfast out of home

63%

34%

21%

20%

8%

7%

15%

(Base: ROI and GB n=1,008)

58

Cut it Out: Specific Foods they are trying to Limit/Cut

49% 42%

ANY FOOD TYPES ANY FOOD TYPES

Sugar

Carbohydrates

Dairy

Wheat

4

5

8

10

13

44

% of TOTAL MARKET Cutting Back

Gluten

I’m a Vegetarian

Sugar

Carbohydrates

Dairy

Wheat

4

4

5

7

10

35

% of TOTAL MARKET Cutting Back

Gluten

I’m a Vegetarian

18-34: 36%

35-54: 44% 55+: 52%

18-34: 29%

35-54: 32% 55+: 44%

15% claim to

have recently changed their

breakfast habits

to make more healthy choices

10% claim to

have recently changed their

breakfast habits

to make more healthy choices

59

Eating Less Breakfast Nowadays?

20% Are Eating Breakfast Less Often Nowadays

Who? Wants Mood & Behaviour

In 44% of Breakfast occasions the mood is

tired, under time pressure or stressed among those

eating less breakfast nowadays

Tends to be…

⁄ 18-34

⁄ Young family

⁄ First home owner/

renting

PIC Young Famil

y PIC Man in

suit

⁄ Better breakfast on the

go options.

⁄ Healthier out of home

options

⁄ Lower cost options

⁄ Easier to prepare

options

18%

(Base: ROI 1,289)

60

Mood In The Morning- British Breakfasts

Time Pressure

Stressed

MID WEEK WEEKEND

Energetic

Tired & Slow

Relaxed

11%

5%

7%

19%

61%

5%

5%

7%

22%

68%

PIC

PIC


18-34 35-54 55+

47% 52%

77%

WEEKDAY

Older

45% 69%

Kids No Kids

Kids

18-34 35-54 55+

54% 65% 79%

WEEKEND

Older

62% 71%

Kids No Kids

Kids

0-6 7-12 13-17 18+

42% 44% 57%

WEEKDAY

Age of Kids

37%

0-6 7-12 13-17 18+

52% 70% 67%

WEEKEND

66%

61

An Eye On The Future

Gluten Free

Breads

Protein Shakes

Homemade Sauces

Porridge Oats Smoothies Yoghurt Eggs Honey

Jams Bread Breakfast

Meats Cheese Regular Cereal

Smoked Salmon

Bought Juices Bagels

WHATS HOT

WHATS NOT

+37% +35% +31% +28% +26% +24% +14% +6%

-66% -65% -61% -41% -41% -32% -31% -15%

Healthier options expected to gain further momentum…

Treats and old-fashioned staples waning for adults

Based on NET expected to get more popular – same or less popular

(Base: ROI 1,289) To what extent do you think these will become more or less popular in the future?

62

An Eye On The Future

Gluten Free

Breads

Protein Shakes

Homemade Sauces

Breakfast Bars Smoothi

es Yoghurt

Jams Bread Breakfast

Meats Cheese

Regular Cereal

Smoked Salmon

Cooked Meats

+18% +18% +10% +9% +6% +5%

-74% -72% -62% -60% -59% -54% -53%

In the GB too the momentum is with healthy options

Likewise more indulgent options are waning

WHATS HOT

WHATS NOT

Based on NET expected to get more popular – same or less popular

(Base: GB 1,640) To what extent do you think these will become more or less popular in the future?

63

Breakfast Food/ Drink Categories Future Momentum - ROI

64

Breakfast Food/ Drink Categories Future Momentum - GB

65

Desire for changes in Breakfast changes (Base: GB 1,640, ROI 1,289)

13

15

16

18

21

22

28

29

31

32

33

34

9

8

10

9

15

13

12

12

17

20

23

22 56%

56%

52%

48%

42%

41%

35%

35%

27%

26%

23%

22%

Somewhat applies

%

Definitely applies

%

NET applies

% I want…

More healthy options

Lower cost options

Options that are easier to prepare

More tasty treat options for breakfast

More options with specific health benefits (e.g.

cholesterol lowering etc.)

More protein options

More options that the whole family can enjoy

Healthier options out of home

Better range of “on the go” options

Breakfast I can have on the go

More options I can prepare the night before

More free-from options (gluten,dairy free) 21

21

21

23

28

31

33

36

33

32

37

39

13

13

14

13

23

19

17

17

21

26

26

29 68%

63%

58%

54%

53%

50%

50%

50%

36%

35%

34%

34%

Somewhat applies

%

Definitely applies

%

NET applies

% I want…

More healthy options

Lower cost options

Options that are easier to prepare

More tasty treat options for breakfast

More options with specific health benefits (e.g.

cholesterol lowering etc.)

More protein options

More options that the whole family can enjoy

Healthier options out of home

Better range of “on the go” options

Breakfast I can have on the go

More options I can prepare the night before

More free-from options (gluten, dairy free)

66

Desire for Change… Trend Drivers

I want more…

35

36

50

50

53

54

58

63

68

%

Want More Healthy Options

18-34 %

35-54 %

55+ %

81 72 52

(Base: ROI 1,289)

Healthy options

Easy to prepare

Lower cost options


Options for whole family

Tasty treat options

High protein options

“Free-from” options

On the go option

22

27

35

41

42

48

52

56

56 Healthy options

Easy to prepare

Lower cost options


Options for whole family

Tasty treat options

High protein options

“Free-from” options

On the go option

%

Want More Healthy Options

18-34 %

35-54 %

55+ %

70 59 43

I want more…

67

Desire for Change… Trend Drivers (Base: GB 1,640)

Children

69

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.

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.

“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.”

“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.”

70

Kids’ Breakfast GB

Most parents claim that the main motivation was for their children to have breakfast. The actually food eaten is considered somewhat less important.

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.”

“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.”

“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.”

“He was in a bad mood today and didn't want any breakfast. I did manage to get a coco pop bar

down him with his milk though.”

71

Kids Eating Breakfast (Base: All with kids at home)

0-7 Years 5%

85%

/ 44% ate “with you”

/ 41% made it themselves

Why Not? (n=78)

8-14 Years 71%

15+ Years 75%

Had breakfast elsewhere (school/Crèche) Don’t have breakfast

Wouldn’t eat it

Sick, unwell

Don’t know 12

7

21

24

47

%

Kids Breakfast At Home

0-7 Years 6%

80%

/ 40% ate “with you”

/ 33% made it themselves

Why Not? (n=99)

8-14 Years 59%

15+ Years 71%

Had breakfast elsewhere (school/Crèche) Don’t have breakfast

Wouldn’t eat it

Sick, unwell

Don’t know 24

7

18

24

36

%

Kids Breakfast At Home

72

Kids @ Breakfast

Top 10 Foods

(n=693) (n=585)

Eggs

Porridge/Hot Cereal

Toast/Bagel

Fruit

Regular Cereal

Sausages

Yoghurt

Bacon/Rashers

Muesli/Granola

Breakfast/Cereal Bar

12%

19%

24%

14%

39%

7%

11%

6%

7%

7%

4%

11%

21%

11%

43%

1%

7%

4%

3%

8%

(31% 0-2

years)

(35% 0-2

years)

Top 10 Drinks

(n=693) (n=585)

Cordial/Squash

Plain Water

Tea

Milk/ Milk Substitute

Fruit Juice (Shop)

Hot Chocolate

Coffee

Homemade Smoothie

Herbal Tea

Homemade Juice

8%

19%

20%

17%

21%

5%

6%

4%

5%

5%

16%

10%

16%

16%

19%

4%

1%

2%

5%

2%

(Base: All with kids at home)

73

Key Categories for Kids - (GB & ROI)

Eggs (n=119)

Toast (n=230)

Porridge Cereals

Scrambled

Boiled

Fried

Poached

Other

33%

32%

18%

10%

7%

(n=301) (n=230)

White sliced

Wholemeal sliced

Wholegrain sliced

Brown sliced

Home Brown

39%

15%

11%

9%

7%

Brown Soda

Baguette

9%

4%

Aldi

Flahavans

Flahavans Quick

Ready brek

Special K

16%

12%

10%

8%

7%

Lidl

Odlums

7%

8%

Quaker

GB: Scotts, Morrisons, M&S, Sainsbury

11%

3%

18%

14%

Tesco 7% 9%

Weetabix

Aldi PL

Cornflakes

Rice Krispies

Other Kelloggs

18%

13%

9%

9%

6%

Cheerios

Lidl

6%

5%

Coco Pops 4%

7%

5%

5%

9%

2%

5%

4%

11%

Tesco 6% 8%

Crunchie Nut 4% 8%

Shreddies 4% 3%

25

26

28

36

46

48

49

50

61

64

74

Choice Drivers For Kids (BIG INFLUENCERS)

TOTAL

I know they’ll eat it

Healthy choice

Get a good start

Energy boost

Quick to prepare

Full for longer

Get something into them

Doesn’t make mess

A treat/tasty

(Base: All Who Prepared Kids Meals; ROI n=313, GB n=341)

%

21

21

28

34

39

43

45

52

52

69

TOTAL

%

Refreshment

Others less than 25%

I know they’ll eat it

Get a good start

Get something into them

Full for longer

Energy boost

Quick to prepare

Healthy choice

Can eat quickly

A treat/tasty

Refreshment

Opportunity areas

76

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?

77

Evolution of Breakfast - Opportunities

PERMISSABLE PLEASURE

SMUGGLING GOODNESS

AL DESKO NOURISHMENT

GRAB SOME GOODNESS

TERRITORY KEY TARGET INSPIRATION MOVING FORWARD

Reformulate old

favourites

Disguise the health,

promote the fun!

Make healthy easier

Real health – not perceived health on the

go

77

78


PERMISSABLE PLEASURE

SMUGGLING GOODNESS

AL DESKO NOURISHME

NT

GRAB SOME GOODNESS

TERRITORY

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.

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.

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.

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

79


PIMP MY BREAKFAST

FUEL YOUR BREAKFAST

MAGIC MOMENTS

ONE FOR ALL

TERRITORY KEY TARGET INSPIRATION MOVING FORWARD

Promote co-creation via

key ingredients

Promote energy boost; Target specific health

benefits

Promote social gathering…

sensory stimulation

Broader household solution

80


PIMP MY BREAKFAST

SUPERCHARGE YOUR

BREAKFAST

MAGIC MOMENTS

ONE FOR ALL

TERRITORY 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.

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.

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.

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.

81

Opportunities – Where are they going?

Breadth of Interest Niche Mass

Mom

entu

m

On th

e

way

Esta

blis

hed

Magic Moments

One for All

Permissible Pleasure

Smuggling

Goodness

Al Desko Nourishmen

t

Pimp my Breakfast

Grab some

Goodness

Supercharge your

breakfast

Appendices

84

Porridge For Breakfast In The Irish Market

24% (#2)

Penetration Porridge Accompanied By… Key Influencers

Weekday – 26% (#2)

Weekend – 21% (#3)

( ) = Rank of all breakfast foods consumed

Brand 32% 18% 14% 12% 9%

Flahavans ProgressOatlets Aldi Own Label Flahavans Quick Oats Lidl Own Label Other Flahavans

Key Profile

50% of all porridge

consumers at breakfast are

55+

Toast

Fruit

Eggs

30%

21%

11%

Foo

d

Tea

Coffee

Fruit Juice

50%

24%

13%

Drin

k

Honey

Berries

Seeds

30%

20%

20% Ad

dit

ion

s

A healthy choice

Feel fuller longer


70%

61%

57%

% Big Influence

(+26)

(+20)

(+18)

Relaxed (+4)

Tired (-1)

Lively (+1)

Under Pressure

(=)

Stressed

(+1) 5

12

12

19

65

Mood

( ) = Vs Total Breakfasts


%

85

Porridge For Breakfast In The GB Market

16% (#3)

Penetration Porridge Accompanied By… Key Influencers

Weekday – 17% (#3)

Weekend – 15% (#4)


Brand 32% 18% 14% 12% 9% 4%

Quaker Scott’s Tesco Own Aldi Own Readybrek Flahavans

Key Profile

55+ Empty Nesters with no Mortgage

Fruit

Toast

Yoghurt

17%

15%

7%

Foo

d

Tea

Coffee

Water

41%

32%

12%

Drin

k

Honey

Berries

Dried Fruit

20%

19%

13%

Ad

dit

ion

s

A healthy choice

Feel fuller longer


51%

49%

40%

% Big Influence


(+22)

(+18)

(+6)

Relaxed (+5)

Tired (-5)

Lively (+5)

Under Pressure

(+1)

Stressed

(-4) 1

10

12

15

68

Mood


%

86

Eggs For Breakfast In The Irish Market

21% (#3)

Penetration Eggs Accompanied By… Key Influencers

Weekday – 18% (#4)

Weekend – 27% (#2)


Type 39% 26% 23% 19% 4%

Boiled Scrambled Fried Poached Other

Key Profile

35-55’s Family Life-

stages

Toast

Bacon

Sausage

55%

25%

22%

Foo

d

Tea

Coffee

Water

52%

35%

12%

Drin

k

Salt/ Pepper

Vegetables

Berries

33%

13%

10%

Ad

dit

ion

s/ C

om

ple

me

nt

A healthy choice

Feel fuller longer

Savour the moment

44%

43%

39%

% Big Influence

(+4)

(=)

(+18)

Relaxed (+5)

Tired (-3)

Lively (+6)

Under Pressure

(-4)

Stressed

(+1) 5

8

17

17

66

Mood



%

87

Eggs For Breakfast In The GB Market

13% (#5)

Penetration Eggs Accompanied By… Key Influencers

Weekday – 10% (#5)

Weekend – 19% (#3)


Key Profile

45+ Males Older

Families

Toast

Bacon

Sausage

64%

33%

14%

Foo

d

Tea

Coffee

Fruit Juice

45%

40%

16%

Drin

k

Dried Fruit

34%

11%

8%

Feel fuller longer 38%

32%

29%

% Big Influence


(+7)

(-2)

(+11)

Relaxed (+9)

Tired (-3)

Lively (+5)

Under Pressure

(-3)

Stressed

(-4) 1

6

12

17

72

Mood


%

Type 36% 27% 23% 17% 2%

Fried Scrambled Boiled Poached Other

Salt/ Pepper

Vegetables


Something tasty

Ad

dit

ion

s/ C

om

ple

me

nt

88

Regular Cereals For Breakfast In The Irish Market

19% (#4)

Penetration Regular Cereals Accompanied By… Key Influencers

Weekday – 19% (#3)

Weekend – 19% (#4)


Brand 29% 17% 15% 9% 9% 9%

Weetabix Aldi Own Label Kellogg’s Corn Flakes Shredded Wheat Tesco Own Lidl Own

Key Profile

More males Younger

Family Life-stages

Toast

Fruit

Eggs

18%

12%

7%

Foo

d

Tea

Coffee

47%

22%

15%

Drin

k

Dried Fruit

Sugar

Honey

15%

12%

10% Ad

dit

ion

s



Feel fuller longer

49%

42%

37%

% Big Influence

(+10)

(+5)

(-3)

Relaxed (+1)

Tired (+7)

Lively (=)

Under Pressure

(-1)

Stressed

(+1) 5

13

11

27

62

Mood



%

Fruit Juice

89

Regular Cereals For Breakfast In The GB Market

24% (#2)

Penetration Regular Cereals Accompanied By…

Key Influencers

Weekday – 25% (#2)

Weekend – 22% (#2)


Brand 19% 11% 8% 8% 7% 6%

Weetabix Kellogg’s Corn Flakes Kellogg’s Crunchy Nut Tesco Own Kellogg’s All bran Shredded Wheat

Key Profile

More males Younger

Family Life-stages

Toast

Fruit

Yoghurt

15%

15%

8%

Foo

d

Tea

Coffee

38%

31%

13%

Drin

k

Sugar

Dried Fruit

Berries

12%

10%

8% Ad

dit

ion

s



Healthy Choice

47%

43%

35%

% Big Influence

(+7)

(+9)

(+6)

Relaxed (+4)

Tired (+1)

Lively (=)

Under Pressure

(-2)

Stressed

(+1) 6

7

7

21

67

Mood



%

Fruit Juice

90

Fruit For Breakfast In The Irish Market

16% (#5)

Penetration Fruit Accompanied By… Key Influencers

Weekday – 17% (#5)

Weekend – 13% (#5)


Key Profile

Females 25-34 and

Females 55+ Higher social

grade

Toast

Porridge

Yoghurt

34%

32%

29%

Foo

d

Tea

Coffee

38%

33%

22%

Drin

k

Other Fruit

Berries

Honey

35%

24%

17% Ad

dit

ion

s


Healthy choice

Energy boost

63%

49%

38%

% Big Influence

(+20)

(+12)

(+8)

Relaxed (+2)

Tired (-1)

Lively (+11)

Under Pressure

(-2)

Stressed

(=) 4

10

22

19

63

Mood



%

Water

91

Fruit For Breakfast In The GB Market

15% (#4)

Penetration Fruit Accompanied By… Key Influencers

Weekday – 16% (#4)

Weekend – 12% (#6)


Key Profile

Females 25-34 and

Females 65+ Higher social

grade

Yoghurt

Regular Cereal

Toast

27%

24%

20%

Foo

d

Coffee

Tea

42%

28%

15%

Drin

k

Other Fruit

Berries

Honey

28%

22%

13% Ad

dit

ion

s


Healthy choice 49%

37%

37%

% Big Influence

(+20)

(-3)

(+3)

Relaxed (=)

Tired (-2)

Lively (+3)

Under Pressure

(+2)

Stressed

(+1) 6

11

10

18

63

Mood



%

Water


92

Yoghurt For Breakfast In The Irish Market

10% (#6)

Penetration Yoghurt Accompanied By… Key Influencers

Weekday – 10% (#6)

Weekend – 9% (#8)


Type 39% 29% 21% 21% 14% 9% 8%

Low fat/ Diet Natural/ Organic Regular Pots Greek/ Greek Style Big Pots Kids Corners

Key Profile

25-44’s Younger Family

Life-stages

Fruit

Toast

Porridge

47%

40%

25%

Foo

d

Tea

Coffee

47%

38%

16% D

rin

k

Other Fruit

Honey

Berries

24%

20%

20% Ad

dit

ion

s


Healthy choice


58%

48%

44%

% Big Influence

(+18)

(+11)

(+5)

Relaxed (+5)

Tired (+1)

Lively (+7)

Under Pressure

(-1)

Stressed

(+5) 9

11

18

21

66

Mood



%

Water

Brand 22% 22% 16% 15% 13% 11% 11% 9%

Aldi Own Lidl Own Glenisk Muller Yoplait Tesco Own Activia Glenilen

93

Yoghurt For Breakfast In The GB Market

8% (#6)

Penetration Yoghurt Accompanied By… Key Influencers

Weekday – 10% (#6)

Weekend – 7% (#8)


Type 33% 29% 22% 13% 13% 8% 3%

Low fat/ Diet Greek/ Greek Style Natural/ Organic Big Pots Regular Pots Corners Kids

Key Profile

Female Over 45’s

Higher social grade

Fruit

Regular Cereal

Toast

49%

24%

23%

Foo

d

Coffee

Tea

43%

31%

19% D

rin

k

Other Fruit

Honey

Berries

18%

17%

16% Ad

dit

ion

s


Healthy choice


49%

47%

45%

% Big Influence

(+20)

(+7)

(+11)

Relaxed (+4)

Tired (+2)

Lively (+3)

Under Pressure

(-2)

Stressed

(+1) 6

7

10

22

67

Mood



%

Fruit Juice

Brand 13% 10% 10% 10% 9% 9% 8% 7%

Yeo Valley Tesco Own Asda Own Muller Activia Muller Light Aldi Own Lidl Own

94

Coffee For Breakfast In The GB Market

37% (#1)

Penetration

Weekday – 36% (#2)

Weekend – 38% (#1)

( ) = Rank of all breakfast drinks consumed

Type 68% 13% 10% 7% 5%

Instant Roast & Ground Decaf Espresso/ Cappuccino Sachets/ Pods

Brand 25% 13% 10% 6% 6%

<5%

Nescafe Kenko Douwe Egberts Aldi Own Tesco Own Others

Key Profile

Instant

55+’s Lower social

grade

25-54’s Higher social grade

Main Foods Eaten…

Fresh

Instant Fresh

Eggs

Toast

Fruit

Bacon/ Sausage

Cereal

36% 44%

24% 12%

14% 23%

13% 19%

12% 16%

Relaxed

Tired

Lively

Under Pressure

Stressed

Mood

Instant Fresh

4

9

7

24

61

% %

1

9

6

17

72

Yoghurt 4% 12%

95

Coffee For Breakfast In The Irish Market

29% (#2)

Penetration

Weekday – 28% (#2)

Weekend – 31% (#2)

( ) = Rank of all breakfast drinks consumed

Type 60% 23% 13% 9% 7%

Instant Roast & Ground Espresso/ Cappuccino Decaf Sachets/ Pods

Brand 18% 16% 13% 12% 9% 8% 7% 4%

Kenko Aldi Nescafe Lidl Maxwell House Levazza Bewleys Robt. Roberts

Key Profile

Instant

Females 45-64’s

Lower social grade

Males 25-44’s Higher social grade

Main Foods Eaten…

Fresh

Instant Fresh

Fruit

Toast

Porridge

Cereal

Eggs

32% 34%

17% 34%

15% 26%

15% 20%

15% 13%

Relaxed

Tired

Lively

Under Pressure

Stressed

Mood

Instant Fresh

4

10

10

22

54

% %

12

17

20

27

56

96

Toast/ Bread For Breakfast In The Irish Market

35% (#1)

Penetration Toast Accompanied By… Key Influencers

Weekday – 33% (#1)

Weekend – 40% (#1)


Type

30% 20% 20% 13% 12% 8%

White sliced pan Brown sliced pan Brown soda/ spelt Brown (homemade) Wholegrain pan Wholemeal pan

Key Profile

Under 35’s and

Older Family Life-stages

Eggs

Porridge

Fruit

32%

21%

15%

Foo

d

Tea

Coffee

60%

27%

13%

Drin

k

Marmalade

Jam

Honey

23%

15%

11% Ad

dit

ion

s


Healthy choice

Feel fuller longer

38%

36%

35%

% Big Influence

(+1)

(-5)

(+5)

Relaxed (+5)

Tired (-2)

Lively (+1)

Under Pressure

(-3)

Stressed

(+1) 9

11

18

21

66

Mood



% Fruit Juice

Brand 22% 14% 11% 7% 7% 7% 7% 6%

Brennans Aldi Own Tesco Own Lidl Own SuperValu Own Irish Pride McCambridge Pat the Baker

Sp

read

s Real butter

Dairy spread

Low fat spread

33%

29%

17%

97

Toast/ Bread For Breakfast In The Irish Market

Key Profile

Food Accompaniments

Spreads used

Additional Accompaniments

Key Influencers

White Brown /

Spelt

Wholegrain/

Wholemeal

Under 35 males General lower social grade

35-54 established families & higher social grade

Established families, 55+, females & higher social grade Eggs

Sausage

Bacon

34%

22%

19%

Real Butter

Dairy Spreads 40%

37%

Jam

Marmalade 21%

18%


Prepare & eat quickly 38%

33%

* Also Energy boost and Treat

Eggs

Porridge

Fruit

36%

32%

28%

Dairy Spreads

Real Butter 37%

26%

Honey

Marmalade 25%

18%

Feel fuller longer

Healthy choice 36%

35%

* Also Treat

Eggs

Porridge

Muesli / Granola

44%

32%

26%

Dairy Spreads

Low fat spread 34%

22%

jam

Marmalade 35%

20%

53%

51%

* Also Feel fuller longer


Healthy choice

* Cholesterol Spreads 16%

98

Juice For Breakfast @ Home

11%

ADULTS

Weekday – 11%

Weekend – 13%

Type 81% 19%

Shop Bought Home-made

Main Foods Eaten…

Ireland

Yoghurt

Cereal

Porridge

Fruit

Toast

48%

31%

23%

23%

20%

26% Weekday – 25%

Weekend – 27%

Type 80% 20%


KIDS

GB

Ireland GB

Eggs 19%

10%

ADULTS

Weekday –9%

Weekend –12%

Type 88% 12%


21% Weekday –21%

Weekend –22%

Type 90% 10%


KIDS

Main Foods Eaten…

60%

26%

13%

9%

12%

8%

Cereal

Toast

Eggs

Fruit

Porridge

48%

33%

27%

30%

20%

Muesli/Granola 15%

Cereal Bar 14%

Bacon OR Sausage 13%

36%

15%

20%

32%

17%

10%

11%

99

Bacon and Sausage: A Real Treat

8% (#7)

Bacon/Rasher

Perfect Partners

Weekday 6%

Weekend 13%


Eggs

Toast

Sausage

63%

60%

51%

Fo

od

Tea

Coffee

Drin

k

“A Real Treat” is lead driver: 55% Bacon and 62% Sausages V just 20% for All Breakfasts

Fruit Juice

7% (#9)

Sausages

Weekday 5%

Weekend 11%

4% of Breakfasts included Bacon and Sausage

3% Weekday, 6% Weekend

(+42)

(+25)

(+44)

( ) = V All Breakfasts Bacon Sausage

69%

69%

61%

(+48)

(+34)

(+53) Bacon

Eggs

Toast

60% Fried (+36)

50% White (+20)

60%

40%

17%

(+15)

(+11)

(+6)

57%

40%

69%

(+12)

(+11)

(+8)

8% (#7)

Bacon/Rasher

Perfect Partners

Weekday 5%

Weekend 13%


Eggs

Toast

Sausage

55%

50%

22%

Fo

od

Tea

Coffee

Drin

k

In GB too it is “A Real Treat” : 41% Bacon and 34% Sausages V. 18% for All Breakfasts

Fruit Juice

3% (#13)

Sausages

Weekday 2%

Weekend 6%

2% of Breakfasts included Bacon and Sausage

1% Weekday, 4% Weekend

(+42)

(+17)

(+14)

( ) = V All Breakfasts Bacon Sausage

62%

64%

56%

(+49)

(+31)

(+48) Bacon

Eggs

Toast

65% Fried (+29)

56% White (+18)

42%

45%

15%

(+5)

(+8)

(+5)

30%

60%

15%

(-7)

(+23)

(+5)

Under 35’s and

Men, but also

younger family

100

Tea For Breakfast @ Home

45% (#1)

Penetration

Weekday – 44% (#1)

Weekend – 48% (#1)

( ) = Rank of all breakfast drinks

consumed

Brand 32% 26% 19% 8% 6% 5% 4%

<3%

Lyons Barry’s Aldi Own Lidl Own Bewleys Tesco Own Punjana Others

Main Foods Eaten…

Porridge 27%

Toast 46%

Eggs 24%

Key Profile

45’s + Older

families

Relaxed

Tired

Under Pressure

Lively

Stressed 4

9

11

20

66

Mood

37% (#1)

( ) = Rank of all breakfast drinks

consumed

Penetration

Weekday – 37% (#1)

Weekend – 38% (#2)

Brand 29% 18% 12% 9% 6%

<5%

PG Tips Tetley Aldi Own Typhoo Tesco Own Others

Main Foods Eaten…

Regular Cereal 25%

Toast 39%

Porridge 18%

Key Profile

45’s + Older

families

Relaxed

Tired

Under Pressure

Lively

Stressed 4

6

8

20

68

Mood

(+5)

(=)

(-1)

(=)

(-2)

(+5)

(=)

(-1)

(-1)

(-1)

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


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

Week long videography (15 in ROI)

101

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 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



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

Week long videography (15 in GB)

102

103

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 Young Family;

Kids 2 – 9 At Home ROI

Established Family 35 – 45 C1C2 Young Family;

Kids 8 - 13 At Home ROI

Post Family 49 – 59 C1C2 Empty Nester;

Older Kids At Home ROI

Pre Family Professional 30 – 39 ABC1 Early Settler At Home GB

New Family 35 – 45 C1C2 Young Family;

Kids 2 – 9 At Home GB

Established Family 35 – 45 C1C2 Young Family;

Kids 8 - 13 Out of Home

GB

Post Family 49 – 59 C1C2 Empty Nester;

Older Kids At Home GB

104

The Breakfast Club

For further information on this study please contact [email protected] or

Tel: +353 (0)1 668 5155

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