Baked products are becoming more popular among the British public for breakfast after a 10% rise in consumption, according to research from The Grocer.

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.