New breakfast report highlights young adults, ladies who brunch and indulgent menu options as key to market growth, but pubs missing out on opportunity
Young adults and the rise of social occasions are key drivers in boosting breakfast and brunch sales for casual dining operators, according to The Future of Breakfast: An Insight Report 2017.
The new report, launched by world leading potato brand Lamb Weston, has found that young adults are driving the trend for breakfast and brunch out-of-home and are the most likely to eat it on a monthly basis across all types of hospitality venues, with 48% of 18 to 24-year-olds eating breakfast in cafés, restaurants or pubs once or twice a month or more, and 41% of 25-to 34 year-olds doing the same.
Millennials are also eating breakfast/brunch later in the day, particularly at weekends, with 32% eating brunch after 11am on Saturdays and 39% eating out after 11am on Sundays. This group is also driving the rise of “Breakfastarians”, who are looking for breakfast or breakfast influenced dishes throughout the day.
Ladies who brunch
The Future of Breakfast report also outlines breakfast/brunch’s position as a sociable, indulgent event with these occasions being driven by women, with 58% of females saying they like to indulge when eating out for breakfast and the same number also viewing breakfast as a social occasion.
Whilst consumers are more health conscious than ever before, when it comes to breakfast/brunch indulgence is a key driver for 55% of people when selecting breakfast dishes, rising to 66% for 18 to 24-year-olds. The report also highlights the need for hospitality operators to offer hot/cooked dishes on menus, with nearly half (49%) of people saying if they eat breakfast later in the day they are more likely to choose a cooked option.
When it comes to menu options the Full English breakfast is the dish most likely to be selected in pubs, restaurants and cafés by those surveyed.
The missed market: pubs
The report also found that although more Britons go out for breakfast than ever before, just 12% eat breakfast in a pub every month.
This low level of breakfast consumption in pubs is in a market where, according to the new research, 58% of people now say breakfast is the most important meal of the day. The findings also show that 67% of people feel it is important that pubs have breakfast options on the menu.
The report also highlights the ‘Third Space’ opportunity for pubs around breakfast and brunch, with 34% of UK adults now viewing it as a viable alternative to lunch or dinner for business meetings, which increases to 44% in London.
Additional key report findings include:
- Hotels and cafés are the most popular venues where UK consumers eat breakfast or brunch on a monthly basis, followed by restaurants and then pubs.
- London leads the way with the highest number of monthly breakfast/brunch occasions, with 38% of Londoners eating it once a month or more followed by the West Midlands and Northern Ireland.
- For pubs, London, East Midlands and North West are the most popular regions for breakfast/brunch; for restaurants London, the North East and Northern Ireland; for cafés London, Northern Ireland and the West Midlands are the most popular breakfast regions, and for hotels: London, Northern Ireland and West Midlands.
- Consumers are looking for different food experiences when eating breakfast out of home, with 55% of women and 46% of men saying they choose a dish that they wouldn’t prepare at home.
- The right breakfast/brunch offer helps drive outlet loyalty, with 41% of women saying if they find somewhere they like for breakfast/brunch they visit regularly.
- Breakfast is having an increasing menu influence across all day-parts from breakfast pizzas, burgers and brunch pies to cocktails.
What started as a trend has turned into a revolution. As it has moved further and further away from the carb and cheese laden image of the Tex Mex variety, authentic Mexican has grown to become one of the most influential cuisines across food and drink. Involving fresh, healthy and colourful ingredients such as fish and pickled veg, utilising corn instead of wheat and incorporating a spectrum of addictive chilli varieties, Mexican is band on current consumer palates. Given its deep roots in street food and hand held formats, it slots in with consumer snacking and on-the-go eating habits. While the slow cooked meats and sauces denotes the craft and authenticity consumers are seeking.
Relevance for TUCO members
- Explore the many Mexican street food formats and which of these you could deliver to students
- Use the fresh, colourful and healthy Mexican ingredients as opposed to Tex Mex
For more information on the Mexican Trend within Global Larder read the TUCO research Global Food and Beverage Trends Report 2017 pages 222 & 223.
Beyond sushi and katsu, Japanese cuisine continues to be a firm favourite with consumers. Relatively light and healthy in comparison with Western cuisine, the exotic and unmistakable flavours for more exciting eats. Japanese bakery has really grown in importance, led by the delicate flavours in mochis, sesame, yuzu and matcha – which in particular has become ubiquitous across drinks and sweet bakery. Over on savoury, consumers are in love with hearty bowls of nutritious ramen, as well as the heat of wasabi and the saltiness of miso.
Relevance for TUCO members
- Consider incorporating Japanese flavours into sweet bakery, focussing on matcha, sesame and yuzu
- Explore savoury dishes that could be added to the menu – teriyaki and katsu curry are firm consumer favourites
For more information on the Japanese Trend within Global Larder read the TUCO research Global Food and Beverage Trends Report 2017 pages 220 & 221.
Probably due to the strong cultural influence through the entertainment industry, be it in drinks, sweet or savour, the American flavour profile is a favourite that we never seem to tire of. Continually we are seeing a borrowed nostalgia come through in American food, as we embrace the childhood delights of mac ‘n cheese and pop tarts. This trend has moved beyond maple and bacon, to peanut butter and jelly, key lime pie, s’mores, bourbon and even chicory coffee. American cuisine really lends itself to decadent desserts, thanks to sugar, spice and plenty of indulgent ingredients. But consumers also continue their love affair with American barbecue, fried chicken and the classic, simple All-American burger.
Relevance for TUCO Members
- Consider which elements of borrowed American nostalgia you could incorporate into your menu, with a focus on s’mores, peanut butter & jelly, and mac ‘n cheese
- Which kind of burger do you offer students? Consider stripping it back to the ‘All-American’ essentials
For more information on the Global Larder food and beverage trend read our research Global Food & Beverage Trends Report 2017 from page 215.
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Introducing the Global Larder.
Mega Trend Description
Millennials are multi-cultural, but Gen Z have the most well-travelled taste buds yet. The increasing amount of cultures in society’s melting pot is reflected across channels, but particularly in street food and casual dining. Some cultures, such as American, are so influential, socially, that they will always have a place un or food; a cuisine like Mexican has greatly increased its influence over the past year, and there are new entries, most notably Global Fusion – that takes the good bits from all over and mashes them together with a healthy irreverence!
How this Resonates with the Younger Generation?
- Nearly 50% of Gen Z are non-Caucasian, compared to boomers, at 28% - Gen Z’s diversity will continue to drive food culture trends we already see around the exploration of authentic, global food experiences (Hartman Group, USA, 2016)
- Almost half of millennial restaurant-goers are looking for globally inspired cuisine (Mintel USA, 2016)
- In the latest EquiTrend Study, Millennials and Gen Z scored fast-casual Mexican restaurants 7.6 points higher than Baby Boomers (The Harris Poll, USA, May 2017)
- Modern Indian
- Middle Eastern
- Global Fusion
Read the Global Food & Beverages Trends Report 2017 pages 215 – 237 for more information on the Global Larder.