Breakfast’ habits change to match new behavioural styles

With 373m of breakfasts eaten per week in France (Kantar Worldpanel’s data 2017), new habits are developing. The challenge for the industry is to address consumers’ needs as clients look for authentic and healthier breakfasts, including organic, vegan and gluten-free products.

Data shows that breakfast habits include two key products: coffee (present in 46% of all breakfasts) and bread (present in 39%). While breakfast is mostly eaten at home, the share for breakfast eaten outside has grown to reach 8.5% in 2017, developing a trend for breakfasts on the go and snacking products.

French consumers also prefer sweet products for breakfasts (such as pastries, bread, jam, etc.). Therefore, between 2012 and 2016, sweet biscuits and cookies have grown by 45% and pastries have grown by 39%.

While cereals are losing grounds, the consumption of mueslis and granolas has increased by 6% in 2017 as consumers consider them as more authentic and natural. The development of cereals to prepare for breakfast has also progressed by +23%.

Gluten-free bread and gluten-free cakes are also performing well with an increase of respectively 28% and 30%. Finally, while the consumption for milk is decreasing, soja, coco and almond milks are doing well with double digit growth, strengthened by the trend for vegan and vegetarian products.

(LSA N°2488, 4th January 2018)
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