Breakfast dining habits in the United Kingdom have taken several turns over the last four years, with the pandemic and hybrid working meaning more people were eating morning meals at home and the popularity of cooked breakfasts increased. However, as government-imposed restrictions lifted post Covid-19, consumers returned to work and places of study and growth in the on-the-go breakfast food market returned.
According to Mintel, 93% of adults in the UK eat breakfast at home and convenience is still highly valued, with speed and ease of preparation most important when it comes to the first meal of the day.
Mintel’s breakfast eating habits market research predicts that inflation is likely to continue impacting consumers’ choice of breakfast foods, curbing demand, particularly in the out of home market. Inflation is also likely to prevent shoppers buying premium breakfast items in grocery stores.
Retail Sector
The instant frozen breakfast (IFB) market in Britain is experiencing significant growth, according to Market Research Intellect – and it is expected to continue expanding through 2031, driven by increasing demand across various sectors.
By 2031, the United Kingdom IFB market is anticipated to see trends such as increased adoption of sustainable practices, technological advancements, and a focus on personalized solutions to meet diverse consumer needs.
Supermarkets offer a range of frozen breakfast items, including cooked breakfasts. Tesco’s frozen All Day Breakfast features a pork sausage, fluffy omelette, hash browns and baked beans for £2.30. Similarly, Asda’s All-Day Breakfast includes the same components for £2.50. Tesco also sells a frozen Breakfast Wrap under the Snacksters brand, which features cooked pork sausage, baked beans and bacon pieces, served in a soft white wrap, for £1.85.
Foodservice Outlets
According to The Culinary Edge, millennials are driving the trend for spreading the breakfast occasion throughout the day as they seek social, inventive and adventurous meal moments.
It’s not just millennials, as all generations are brunching. Datassential reports that the number of restaurants offering brunch is expected to grow by 17% in the next four years. Recent data from OpenTable showed that breakfast and brunch bookings were up 65% in two years in the UK.
Brunch has given out of home operators the opportunity to increase revenue and boost occupancy well beyond breakfast time.
This combination of breakfast and lunch has become the most Instagrammable moment for diners. They enjoy the pleasure of eating delicious food but at the same time can’t wait to show their followers and friends the trendiest restaurants and the best brunch menu they are going to order from.
Aviko, the Steenderen, Netherlands-headquartered supplier of frozen value added frozen potato products, suggests that foodservice operators incorporate a well balanced variety of nutritional choices, including dairy, fruit, grain, meats and poultry, vegetables and beans to meet customers’ expectations and address the latest food trends. A recent post on its website offering a breakfast bagel recipe states:
“Chopped sandwiches have been trending on social media so what better time to give them a twist on your menu? The idea behind chopping all your ingredients finely is that you can get a little bit of each filling in every bite. This tasty bagel (pictured below) includes breakfast classic ingredients like bacon, sausage, egg, tomato and our delicious golden crispy hash browns.”
There are a wide range of dishes that foodservice operators can create using frozen hash browns. For example: Hash Brown Chilaquiles. The Mexican breakfast dish of fried corn tortillas and fresh chili sauce is ripe for reinterpretation with Aviko hash browns, topped with white cheese and avocado.
Nostalgic Options
Crumpets are a traditional British favorite that continue to go down well at breakfast, especially during the winter months when appetites warm up for comfort foods.
“They appeal to a sense of nostalgia, but can be served in a variety of ways so it’s easy to bring them bang up to date by switching the toppings you serve on your crumpets,” said Gordon Lauder, managing director of frozen food distributor Central Foods. “Topping with butter is a classic, but operators are giving them a modern twist by adding different sweet and savory toppings…ingredients like banana, blueberries and syrup, creamed cheese sprinkled with chili flakes, avocado or the traditional breakfast favorite of bacon and egg.
“One of the beauties of crumpets is their versatility. Not just a breakfast product, they can be served at brunch, lunch or for a comforting snack mid-morning or afternoon. They’re a great alternative to bread muffins and a convenient option to have in the freezer.”
The KaterBake luxury crumpets supplied by Central Foods are made with a sourdough recipe and are vegan-friendly too – meaning that they are suitable for customers looking for plant-based options.
Another tasty breakfast choice is the KaterBake Belgian plain waffles offering, which is also suitable for vegans. They can be served at room temperature as well as warm, and topped with fruit, honey, jam, chocolate spread or nuts to create a tempting breakfast option.
“Having individually wrapped thaw-on-demand frozen waffles in stock in the freezer is a great way to ensure ‘fresh’ availability and to help reduce unnecessary waste,” said Lauder.
He added: “For something a bit more substantial and ideal for brunch, some operators are using chicken imaginatively – dishes like chicken goujons drizzled with maple syrup on top of waffles. American-style breakfasts like this are providing something a bit different to entice customers.”
Baked Goods
Traditional bakery items like croissants and pain au chocolat continue to be popular breakfast choices, with frozen variants available for both the retail and foodservice sectors.
French baked goods manufacturer Bridor offers a versatile breakfast range focused on taste, convenience and health. Its expansive assortment includes loaves, rolls, baguettes, croissants, pain au chocolat and pain aux raisins.
“Items like croissants and pain au chocolat are recognized as being cost-effective options that cater to the weekday breakfast market and encourage repeat purchase,” said Erwan Inizan, Northern Europe sales director at Bridor. “Operators should cater to both weekday and weekend breakfast occasions, embracing global inspirations and uplifting traditional offers to tap into the trend towards consumers enjoying more indulgent foods on the weekend.”
Viennoiserie is also popular with consumers and frozen products enable foodservice operators and consumers to access quality pastries that offer the ultimate convenience. For example, Panesco, one of La Lorraine Bakery Group’s brands, offers a selection of sweet treats including Danish Swirls and Diamond Pastry treats.
“We know that breakfast is the least skipped meal of the day, so there is an opportunity to capitalize on the growing market,” said Inizan. “Stocking the right products is the first step, but consider that convenience, health and value for money are influential in what consumers are choosing to eat for the first meal of the day.”
