Comment: The breakfast opportunity

01 July, 2011
Ian Toal Managing director of Delice de France UK
Page 21 

Making adequate time for a meal is one of the key factors affecting consumer eating habits, and breakfast is no exception. The three main drivers in consumers' decision-making on breakfast products are: a quick and convenient breakfast solution; a healthy meal to start the day; and food that can be eaten on the go*.

The on-the-go breakfast opportunity has grown into a sizeable niche market, with two in five adults eating breakfast out of home. By offering a range of convenient breakfast products such as wrapped croissants, pastries and muffins, we ensure our customers are able to provide a tasty solution for consumers who are looking for takeaway breakfast items. We have also developed a new All Day Breakfast Muffin as a hearty savoury breakfast solution and a pre-filled sandwich, which is easy for operators to grill and serve immediately. Having the choice of both bake-off and individually wrapped morning goods means operators can offer customers products that meet both demands.

Crest data shows that Viennoiserie products account for 50% of all breakfast meals out of home**. Croissants are a clear favourite among consumers, but there have been movements towards pain au chocolat and pain aux raisins and greater demand for an increasingly diverse offer.

Operators should note that, at weekends, out-of-home breakfast consumption is more about indulgence, so a brioche toasted with some fresh fruit and crème fraîche would be an ideal menu addition to drive footfall.

* Source: Mintel Consumer breakfast eating habits market intelligence, February 2010

** Source: CREST Panel June 2009June 2010





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