MORE than half of Britons eat breakfast away from their homes and a quarter of those do so on the go, says Lantmannen Unibake.
And its research indicates that 22% of people purchase breakfast on the go at least once a month.
Marketing manager Rachel Shoosmith said: “This trend presents a big opportunity for convenient, on-the-go breakfast bakery products in retail and foodservice.”
Identifying an opportunity for retailers to take advantage of the morning rush, she said: “Breakfast butties are a British breakfast favourite featuring on many breakfast menus.
“The Americana Brioche Bun is a great way to create a point of difference and can premiumise a breakfast bap offering.”
She recommended giving a front-of-store location for bakery items and positioning them next to hot drinks machines.