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 category, with the data suggesting breakfast is evolving into a destination category 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.
However, 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, 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.”
Epicurium adds 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.
More information on Epicurium’s trends and insights can be found here.
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