Breakfast continues to grow, with innovative options gaining ground
IT may have been dubbed by some as the ‘most important meal of the day’ but in many Scottish c-stores, there’s plenty more that could be done to improve performance at breakfast.
The opportunity is certainly there according to Christina Honigfort, head of marketing at the New York Bakery Co. Honigfort who said the UK breakfast market is worth £11.4 billion: with 135m new breakfast occasions in the last year alone.
She pointed out that innovation has been a key driver in the category: with growth in eggs, fruit and yoghurt and a decline in more traditional options like toast and granola.
Honigfort said that bagels were the “perfect carrier” for a range of breakfast options, with weekday breakfasts more focused on health, and enjoyment more important at the weekend.
The growth of eggs is particularly beneficial to bagel brands according to Honigfort, with research by New York Bakery Co. finding that eggs are the second most popular partner for a bagel, after cream cheese.
Within the bread and baked goods category, Honigfort also said the ‘healthier alternatives’ sub category was in growth.
In line with this trend, New York Bakery Co.’s lighter Bagel Thins are enjoying growth of 50.6%.
With research showing that consumers are choosing seeded and/or wholegrain breads as they perceive them to be healthier, New York Bakery Co. expanded its Bagel Thins range last year to include a Soft Seeded variant, which has a high fibre content of 7.2g per 100g.
