Breakfast – but not as we know it

Did you brush your teeth this morning? If not, would you rely on your morning porridge to do the job for you?

Laugh you might, but a new porridge – Minty Freshness from Moma claims to be both filling and breath freshening for the 23% of Brits who don’t manage to brush twice a day.

Meanwhile, not yet available in the UK is qii (how ‘seven’ is pronounced in Mandarin and the ph of the drink), which claims to ‘maintain the balance of the oral microbiome’. The Canadian drink contains XyVita, a patented ingredient made with xylitol, which is naturally sourced from birch trees. While naturally sweet, it contains 40% fewer calories than sugar and doesn’t feed the bacteria that triggers cavities, periodontal disease and bad breath.

Bad breath or not, the point is that increasingly consumers expect brands to multi-task – particularly those they choose for breakfast. Breakfast accounts for 28% of all eating and drinking occasions and worth* £11.6 billion. Functional products that are tasty, convenient and with another added benefit – such as good for oral hygiene – or simply ‘healthy’, are the ones showing strong growth.

Kantar’s latest research tells us that breakfast choices are largely based on health (28%)** and millennials, accounting for 23% of all breakfast consumers, are especially seeking health benefits at breakfast: 253 million more breakfast servings they enjoyed last year were based on fulfilling this need. 190 million more were chosen based on being ‘more natural/less processed’.

Breakfast cereals are still the top choice, accounting for 34% of consumption. But consumers are eating more fruit (up 8.5%), porridge (up 7.4%) and eggs (up 2.7%) – cooked breakfasts without eggs are eaten 2.2% less often this year.

Brands that understand the consumer breakfast psyche and how to tap into it with the right proposition and positioning will be the winners.

If you need assistance with a breakfast brand or any other branding project get in touch.


* Kantar Worldpanel data for the 52 weeks ending 22nd April 2018
** Kantar Worldpanel usage data for the 52 weeks ending 25th March 2018