‘Breakfast at work’ is a growing trend and an occasion calling for more innovation says MMR this National Breakfast Week
Consumer research partner reveals the latest data on the first meal of the day, urging food brands to offer convenience, portability and easily stored products for the workplace
- Nearly one in seven breakfasts are now eaten outside of home
- 69% of ‘out of home’ breakfasts are eaten at work, 15% when on the go
- Five times more women purchase breakfast biscuits than men
This week is National Breakfast Week and new research has made it clear that Brits’ busy lifestyles are having a major impact on the way they eat breakfast. Food and drink research partner, MMR Research Worldwide (MMR) has revealed that one in seven now eats breakfast outside the home.
Specifically, MMR’s research, which targeted nearly 500 consumers via a Smartphone app, also found the vast majority of breakfasts enjoyed outside of the home are eaten in the workplace (69 percent).
Adam Curtis, associate director at MMR, explains the implications for manufacturers: “The ’Breakfast at work’ occasion is becoming hard to ignore, as more workers choose to eat the first meal of their day at their work station. This has created an increased demand for breakfast options to be convenient, easily storable and portable. For many manufacturers, breakfast biscuits have provided the answer to these needs.
“We’ve already seen Weetabix following the likes of Kellogg’s (with Nutri-Grain) and Kraft (with Belvita) with the launch of Weetabix On The Go Breakfast biscuits, and Kellogg’s is continuing to proliferate its range of snacking options with targeted products such as Special K Cracker Crisps and Biscuit Moments. With one in ten consumers already regularly purchasing breakfast biscuit options, this relatively new category is already quickly catching up more established cereal bar options.
“We see the breakfast at work occasion representing a real focus for manufacturers this year, but there is still vast scope to develop this market,” continues Curtis. We see potential for products to cater for both the breakfast and mid-morning snack windows; a biscuit or bar option which could be nibbled away at until lunchtime, for example.
“Alternatively, manufacturers could look to develop male consumers’ take up of breakfast products. Women currently consume five times more breakfast biscuit products than men. With biscuit campaigns focusing heavily on weight loss, for example, this is hardly surprising. A breakfast biscuit or cereal bar option which appealed to male occasions and interests could really cut through the market.”
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About MMR Research Worldwide
MMR Research Worldwide (MMR) is a leading research partner for food, drink, and household and personal care companies with offices in the UK, USA, Singapore and China. With profound expertise in sensory research, product testing, packaging innovation, NPD and emotion-based research, MMR provides innovative, creative and scientifically-robust research and is a trusted advisor on all product, brand and packaging strategy decisions. MMR’s clients have access to a variety of unique proprietary research assets including Brandphonics® – an approach to identify what influences consumer choice – and in-house sensory facilities. MMR is part of the MMR Group which is a privately-owned research company employing in excess of 130 people. Founded in 1989 by Professor David Thomson, the Group is headquartered in Oxfordshire, UK. www.mmr-research.com.
Shortlisted as Best Agency with a turnover under £20million in Research Magazine’s Research Awards 2012.
Judy Collins, Propel Technology, Bloxham Mill, Barford Road, Bloxham, Banbury, Oxfordshire, UK, OX15 4FF. +44 (0)1295 724130 / +44 (0) 7786 455045.