Brits have tucked into morning bakery goods such as croissants, pastries and muffins for breakfast on 1,197.7 million occasions in the past year [Kantar Worldpanel 52 w/e 27 March 2016].
Samantha Windsor, assistant brand manager at baked goods supplier Lantmännen Unibake UK, commented: “Consumers are persistently faced with diverse, on-trend, premium and exciting breakfast products, which has resulted in consumers looking for high-quality and on-trend bakery products on store shelves.”
Warburtons is currently the leading brand in the market, having a 14% sales following the launch of Giant Crumpets last year [IRI 52 w/e 21 May 2016].
Warburtons innovations director Darren Littler said: “As shoppers continue to face increasing time pressures, we understand the need for quick and easy mealtime solutions and we’ve answered this demand with our new first-to-market Giant Crumpets.”
This research compares to the Agricultural & Horticulture Development Board’s (AHDB’s) latest consumer article that on-the-go options are driving growth in breakfast consumption.