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 10 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,” continued 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.”
Other highlights from the research included:
Source: MMR
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