Bord Bia's Insight Study - Breakfast Occasion

Bord Bia’s latest Insight report into the Breakfast occasion in Ireland and the UK reveals provides an in-depth view of the who, what, where and why of the behaviours, attitudes around our breakfast habits.

Despite busy lives, 87% of consumers still have breakfast every morning, spending an average of 13.6 minutes on the weekday occasion. Perhaps more surprisingly, 89% of still eat breakfast at home while the 11% eating out of home tend to be male, under 44, single and of a higher social grade.

When choosing what to eat the key common motivators for Irish consumers are; ease of preparation, fill you up for longer, is a healthy choice and gives energy and vitality. The report drills down further to identify four different segments who are defined by a specific set of motivations and these are described as the ‘Go Getters’, ‘Jugglers’, ‘Average Joes’ and ‘Be Betters’. The research also shows that we tend to be creatures of habit, as 3 in 4 are pretty sure/certain what they’ll have tomorrow. The top 5 weekday food choices are toast, porridge, regular cereal, eggs and fruit, joined by sausages and bacon for the weekend occasion. Irish consumers are still a nation of tea drinkers when it comes to breakfast with 44% starting the day with a cup of tea vs 28% consuming coffee. In contrast 37% of UK consumers start the day with tea and 36% with coffee.

Although we are creatures of habit when it comes to breakfast there is change happening, as 23% of consumers have changed what they eat recently with a move towards healthier options with this trend expected to gain further momentum. For full details of the report see here.

Source: Bord Bia - Bord Bia's Insight Study - Breakfast Occasion