Breakfast-at-home trend boosts cereals

As Farmhouse Breakfast Week kicks off, new research reveals that more and more consumers are enjoying eating breakfast at home.

Breakfast-at-home trend boosts cereals

According to Mintel, we spent £28 per head – £1.8bn in total – on breakfast cereal last year, up from £1.7bn in 2008, and the figure is set to grow to £2.2bn by 2014.

Mintel’s research also shows that 87% of adults eat cold breakfast cereal on at least a daily basis, while bacon is the nation’s favourite cooked breakfast ingredient, with eggs their nearest rival.

Mintel’s Global Market Navigator analyst Diana Nhan said that consumers had “moved away from buying breakfast from coffee shops or sandwich outlets during the economic difficulties of the past year, opting instead for eating cereals at home or at the office.

“Cereals can also represent a cheap meal option, replacing ready meals or other foods for lunch or dinner for example.”

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