Young adults key to breakfast growth

Young adults key to breakfast growth

A new breakfast report released from Lamb Weston has revealed that young adults and the rise of social occasions are key drivers in boosting breakfast and brunch sales out of home. The Future of Breakfast: An Insight Report has found that young adults are driving the trend for eating breakfast and brunch out of home, and are most likely to eat it on a monthly basis across all types of hospitality venues. Some 48% of 18 to 24-year-olds eat breakfast in cafés and other establishments once or twice a month, and 41% of 25 to 34-year-olds do the same.

Millennials also eat breakfast and brunch later in the day, especially over the weekend, with 32% comsuming brunch after 11am on Saturdays and 39% eating out after 11am on Sundays. These people tend to look for breakfast-influenced dishes throughout the day. The report also showed that 58% of females confirmed they like to indulge when eating out for breakfast, with the same amount also viewing breakfast as a social occasion.

“The UK breakfast and brunch market is experiencing a big boom, with 58% of people now seeing it as the most important meal of the day and as a crucial element of a venue’s offer,” says Nigel Phillips, Lamb Weston’s country sales manager for UK and Ireland. “The times and occasions for breakfast and brunch are also evolving, with breakfast no longer being viewed as a functional meal to start the day, but as a sociable, indulgent occasion.”

Other findings from the breakfast report include 55% of women and 46% of men saying they would choose a dish that they wouldn’t prepare at home; 41% of women visit venues regularly when they find somewhere they like; and 2.6m adults in the UK now eat out of home between 10am and 12pm.