Hospitality operators have been encouraged to rethink their breakfast menus following a change in consumer behaviour in the UK out-of-home breakfast market.
The average consumer spend at breakfast has seen a 31% increase since 2015, a survey from British purchasing company Beacon has shown. This is despite a 11% decrease in the number of people eating breakfast out.
Purchasing manager at Beacon Alice Bexon said: “Consumer habits during breakfast have changed quite quickly over time, so businesses need to stay on top of these trends to take advantage of opportunities.”
Working alongside Kellogg’s, Beacon has identified three trends for operators to be aware of within the breakfast market.
Grab and go continues its strong performance
The grab and go concept at breakfast is one that has continued to show growth in the market, with figures from Kellogg’s revealing that takeaway options now account for 3% of all breakfasts consumed in hotels.
Data from Kellogg’s also shows that cereal is the fourth most popular breakfast food in the hotel market, and that guests are more likely to buy it if it is branded. Beacon claimed that the opportunity for operators to invest in branded goods may seem like a more costly option but will ultimately generate a better return.
The full English reigns supreme
The demand for healthier choices at breakfast remains prevalent but the full English breakfast continues to outperform all other options. According to Kellogg’s, UK adults consume an estimated 309 million full English breakfasts per year in the eating out market, compared to just 41 million portions of cereal.
Bexon continued: “The most important factors when it comes to a profitable breakfast menu are ultimately the quality of product, freshness and good value for money. Getting these right, as well as catering to the demands and tastes of your target demographic, will help operators to capitalise on the lucrative opportunities for the most important meal of the day.”
© FoodBev Media Ltd 2022
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