UK wholesaler, Epicurium, has unveiled new insights into the growing breakfast category, revealing that while demand for innovative and healthy options continues, brands must navigate several challenges to meet evolving shopper expectations.
The wholesaler has reported a 25% year-on-year sales increase in the breakfast category, with the data gathered suggesting that breakfast is evolving into a destination category for retailers, as more consumers seek convenient, nutritious choices. As a result, branding, shelf appeal, and product diversity are all increasingly becoming essential for success, according to Epicurium.
Despite the clear rise in importance, the insights indicate that the breakfast sector is not without its challenges. Epicurium’s research highlights that consumers are aware of brands that market their range as a healthy alternative, despite containing excessive sugar and additives. This misalignment between expectations and product offerings is a key obstacle that brands must overcome if they wish to deliver healthier solutions for busy, health-conscious shoppers.
Ben McKechnie, Managing Director at Epicurium said: “As we see morning routines become more fragmented, there is an increasing demand for breakfast products that are not only quick and convenient but also fulfilling. This trend, which began in the mid-2000s and became even more prominent post-COVID, has led to the rapid rise of breakfast biscuits, shakes, and cereal bars.”
“Offering a diverse range of breakfast choices goes beyond nutritional benefits. Packaging that stands out on the shelf, along with strong sustainability claims, are now critical to appealing to the modern consumer who is looking for both convenience and conscious consumption.”
Epicurium states that, in response to this demand, brands are offering a more sophisticated product range, focusing on functional benefits such as gut health and protein in order to cater to the growing desire for healthier, more nutritious options. Notable examples include Bio & Me’s high-fibre oat bars and Tribe’s muesli protein pots, both of which reflect the increasing shift towards genuinely healthier, more convenient breakfast solutions.
Epicurium’s data underscores the importance of understanding these emerging consumer trends and offers valuable insight for retailers and brands seeking to capitalise on the growing breakfast category.
