Offering healthier, convenient options for weekdays and indulgent delights for the weekend will help retailers win the breakfast occasion.
Breakfast occasions rose by 56 million in the year to 23 March 2025, with total breakfast standing at 20.24 billion [Kantar Usage]. “The opportunity is clear, but the way people approach breakfast is shifting,” says Lorraine Rothwell – Head of Marketing for Weetabix. “It’s no longer just about routine; it’s about health, enjoyment, and increasingly, cultural relevance.” She claims that Weetabix Original continues to lead the way as the UK’s number one branded cereal, while the January 2025 launch, Weetabix Crispy Minis Caramelised Biscuit, is already worth more than £1m.
The growing prevalence of hybrid creep, whereby employees gradually reduce homeworking in favour of days in the office, means more people are opting for quick and easy breakfasts during the week.
“Breakfast consumption is becoming more occasion-led, shaped by evolving lifestyles and hybrid working,” says Rachel Wells, Commercial Director at St Pierre Groupe. She notes that weekday mornings prioritise speed and convenience.
Mondelez’s Belvita brand ticks multiple boxes, offering zero preparation, high fibre content and five wholegrains to boost satiety. The firm believes that demand for more portable and easy-to-eat breakfast options is growing, driven by busy lifestyles and the rising demand for on-the-go consumption.
Better-for-you choices
In Weetabix’s 2025 The Great British Breakfast Survey, ‘health and nutrition’ was the most common answer, given by 35% of respondents when asked what motivated consumers’ breakfast choice. This was closely followed by ‘convenience and quick to prepare’ (34%) and ‘taste and enjoyment’ (34%).
When asked what they would do differently if they could change their breakfast routine, Scotland was the most likely region (27%) to embrace healthy breakfast trends as a change of routine.
“Health-led choices continue to shape the breakfast occasion, with consumers increasingly looking for options that support wellbeing without compromising on taste or satisfaction,” says Josh Corrigan, Customer Development Director, UK at St Pierre Groupe.
“This shift is driving growing demand for rye-based bakery, which is increasingly recognised for its nutritional benefits and versatility at breakfast. Products such as Baker Street’s Seeded Rye and Rye & Wheat loaves naturally contain more fibre than standard white and brown loaves, making them a popular choice for consumers looking to feel fuller for longer and maintain energy throughout the morning.”
The rye category is growing rapidly in convenience, up 17% in value and 12% in volume, with Baker Street leading that growth, delivering 52% value growth and 56% volume growth.
Health may be a key driver, but it is definitely not the only factor at play during the breakfast occasion. “Health has a role to play, but I’d say it’s a balance between taste, quality, and value, and that holds particularly true at breakfast,” says Mackays Managing Director, Martin Grant. “When we ask jam and marmalade shoppers what drives their purchasing decisions, sugar content ranks low: only around 14% of shoppers in both Scotland and the rest of the UK cite low sugar as an important factor, and nearly two-thirds say they either don’t consider sugar content or simply accept that preserves are naturally sweet.”
Treat time
When it comes to the weekend, shoppers are very much open to a spot of indulgence, notes Ornua Foods UK & Europe, which owns the Kerrygold brand.
“There appears to be a strong and growing ‘weekend treat’ mentality among consumers, with 53% of adults believing weekend breakfast time should be more indulgent than midweek [Mintel 2025],” says Marketing Director Nicola Blackmore-Squires.
“Kerrygold’s renowned quality, unrivalled flavour and creamy texture makes any breakfast occasion a real event, especially the big weekend ones, with over 31% of our usage occasions taking place at the weekend [WPO data to 28 December 2025].”
The first mealtime of the day represents the largest occasion for the use of butters and spreads [Kantar Usage Occasions 52 w/e 28 December 2025]. Kerrygold claims that just under half of its usage occasions are associated with breakfast [WPO data to 28 December 2025].
Blackmore-Squires adds: “The Scottish love affair with pure, natural butter seems to be going from strength to strength with retail block butter sales across the country increasing in volume terms by 7.3% and in value by 17.5% over the last 12 months [Circana, IRI All Outlets Scotland, 52 w/e 21 February 2026].
Kerrygold Spreadable, launched last year, is proving to be a key driver in bringing new people into the brand, as consumers seek to experience the taste of Kerrygold with convenient ‘spreadability’ straight from the fridge. In fact, Kerrygold buyers increased by over 27% in the 52 weeks to 25 January 2026 [Worldpanel by Numerator, data to 25 January 2026].
New for 2026 is Kerrygold Pure Irish Butter with Olive Oil. Made with just four ingredients, the latest addition to the range blends rich Irish butter together with olive oil, making for a smooth, creamy flavour that spreads straight from the fridge.
Marketing Director of Ornua Foods UK & Europe, Nicola Blackmore-Squires, says: “Kerrygold Pure Irish Butter with Olive Oil is made with just four simple ingredients: 60% pure Irish butter made from the milk of Irish grass-fed cows; 26% olive oil; water and a pinch of salt.” She claims that it offers convenience, taste and a clean ingredients list.
Indeed, in Scottish retail outlets, the brand has seen a 7.2% increase in volume sales over the last year alone [ibid].
Blackmore-Squires claims that the breakfast food line-up is expanding beyond toast and into more indulgent products. “Morning goods are growing in popularity, with butter increasingly accompanying croissants, waffles and pancakes.”
Wells claims that there is “a clear opportunity” for retailers to trade shoppers up with premium bakery options, such as St Pierre’s brioche range or larger-format croissants, which offer a more indulgent, sit-down breakfast or brunch occasion. “Increasingly, the most successful products are those that can bridge both missions, offering convenience during the week while also delivering on quality and versatility for more relaxed, at-home breakfasts,” she says.
She highlights that continental bakery is a standout performer, with croissants and other morning goods leading growth as shoppers increasingly look to elevate their breakfast with more premium, indulgent options. “Retailers can maximise sales by focusing on these proven, high-performing segments and brands, ensuring core lines such as brioche buns, croissants and morning goods are well stocked and easy to shop,” advises Wells.
Mackays advises merchandising breakfast products together. “For local retailers, we’d suggest thinking about breakfast as a broader zone rather than a narrow fixture,” says Grant. “For instance, consider ranging jam alongside breakfast cereals and hot drinks, not just in a standalone preserves section.”
He highlights that Scottish breakfast products are even more likely to hit the mark. “In Scotland in particular, there is strong emotional attachment to local provenance,” says Grant. “For local retailers in Scotland, stocking Scottish brands is not just a feel-good choice, it is a commercially smart one.”
Mackays has observed increased demand for more adventurous jam flavours.
“While strawberry and raspberry remain the dominant jam varieties, there is real growth in interest around more distinctive Mackays flavours like our Rhubarb & Ginger, Mixed Berry and Seedless Bramble jam, particularly among younger and more affluent shoppers,” says Grant.
Marmalade is also seeing renewed interest among younger adults, he adds.
