According to YouGov, 62% of British adults are making time for breakfast five days or more each week. “Customers are looking for products that will help them kickstart the day, along with high-quality, nutritious options and baked goods” says Tony Holmes, chief operating officer at Glebe Farm.
On the other hand, shoppers are opting for quick and efficient breakfasts as busy lifestyles continue to pick up and commuters return to workplaces. Jimmy Patel, from Jimmy’s Store in Northampton, finds that on-the-go breakfast items sell the best. “On-the-go pots of yoghurt and granola, like the Nomadic pots, go down well with commuters and other customers looking for a quick on-the-go breakfast,” he says.
“Similarly, we are noticing an increase in demand for breakfast drinks, especially the Weetabix on-the-go range. Cereals are always a steady staple for us – we make a 25% minimum margin on them.”
Offering value is key
Value for money is also becoming a priority. According to data gathered by Mintel Store in its UK Snack Bars & Breakfast Biscuits Market Report 2023, 61% of consumers agree that own-label breakfast biscuits and snack bars are equally as appealing as branded ones. In addition, 57% of consumers indicated that they only purchase breakfast bars if they are on promotion or on offer, so retailers should ensure they have value and premium bases covered.
“Seventy-seven per cent of consumers are looking for value- led propositions, as well as affordable treats,” says Julie Stevens, head of marketing UK & Ireland at Mission Foods.
Cereals and beyond
According to the Mintel Store UK Breakfast Cereals Market Report 2023, 85% of UK consumers stated that they purchase cereals for breakfast. However, its findings show that while breakfast cereals remain popular, the category faces competition from other breakfast foods.
It also reported high consumer interest in indulgent dessert-flavoured breakfasts. Ready-to-eat pastries or hot food items can make a great addition to a store’s breakfast offer. If space allows, retailers can capitalise on the popularity of breakfast-to-go items by installing a hot food station. Those who do not have the capacity can consider stocking pre-wrapped pastries or a premium breakfast range.
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New shopper needs
“[Convenience store] breakfast is no longer about stale pastries and lukewarm porridge,” says Gary Thacker, sales director at Fri-Jado UK. “It is about fresh sandwiches, paninis and light pastries. Whether homemade or brought in, breakfast should be fresh for customers to consume on the go and use the best ingredients.”
Ben McKechnie, managing director at Epicurium, says it is important that retailers also adapt to the weather. When it is cold, retailers might consider adding hot porridge pots to meal deal offers, for example, and providing hot water on the breakfast counter.
Hotter weather is the perfect time for lighter pastries or fresh fruit. In the summer, iced coffee is a good addition as it is growing very strongly as a breakfast option due to the quality and brand engagement of coffee drinkers.
Breakfast merchandising
Effective merchandising is key when it comes to growing breakfast sales. Patel says it can be difficult to merchandise breakfast items, especially when sales of breakfast products often overlap into lunchtime or afternoon sales.
Ensure items are grouped together and are made visible to shoppers through the use of in-store signage. This means keeping breakfast bars, cereals, bakery items and breakfast sandwiches together. McKechnie says that it is important to create a clean and spacious breakfast counter that entices on-the-go shoppers.
“A hot counter can really boost sales and send inviting smells toward shoppers as they enter the shop. Creating a breakfast deal of complementary items works very well in this category as hungry commuters won’t want to shop around or have to think too hard,” says McKechnie.
“Make it easy, inviting and delicious, and offer a good range of options to cater to differing tastes and health requirements.”
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