New research conducted by Délifrance has revealed that Ireland’s OOH breakfast market is picking up, with 22% of consumers now eating breakfast OOH during the week, and 18% over the weekend.
To help food operators understand the nation’s attitudes towards breakfast, bakery products supplier Délifrance surveyed 500 consumers from across the country to create the Prove it: Breakfast in Ireland: unlocking the opportunities in the occasion insights paper. Revealing trending Irish breakfasts and key drivers for OOH breakfast diners, the report highlights how food operators can adapt their offering and operations, to attract and retain consumers in this growing sector.
Breakfasts were eaten predominantly at home over the last few years due to lockdowns and the increase in homeworking. The research now shows almost 1 in 4 (24%) of Irish consumers eat breakfast more frequently.
Reflecting overarching trends that emerged during the pandemic, weekday breakfasts have a strong focus on health, with cereal, toast and oat-based breakfasts as the top three choices. At the weekends, more than 1 in 4 (27%) consumers choose breakfasts because they feel like a treat, (vs. less than 1 in 10 in the week), and the majority (44%) indulge in a cooked breakfast, with toast (37%) and cereal or granola (34%) taking second and third place.
The OOH market is driven by younger markets. Almost a quarter (22%) of 18-24-year-olds now eat breakfast OTG every day or most days. Dine in breakfasts are most popular with the 25-34s, and 14% of these dine in at least once a week.
Good value is key to almost half (49%) of dine in breakfasters, and the average price paid for a dine in breakfast is €8.51 – 60% more than a grab and go breakfast. This could explain the popularity of subscriptions and loyalty schemes, which 51% of OOH breakfasters use. These are also proving effective, generating repeat custom for operators, with three quarters of OOH breakfasters that use them ‘always’ or ‘usually’ going to that particular food outlet.
Stéphanie Brillouet, marketing director for Northern Europe and North America at Délifrance, said: “The allure of the full Irish is impossible to resist for the majority of consumers at the weekend! For those dining on-the-go during the week, hot sandwiches, smoothies and pastries like the ubiquitous Irish jambon are the top three choices, with on-the-go breakfasters more likely to be seeking a treat. Clearly Irish breakfasters love their food!
“Breakfast offers a great talking point too. Almost a third (31%) like ‘the craic’ over breakfast at home, as compared to less than 1 in 4 (23%) of the British. And more than two thirds (68%) told us their breakfast choices are guided by friends and family or social media.
“It’s great to see the OOH breakfast market picking up, particularly after the last few years. However, today’s OOH breakfaster expects greater variety, being less likely to eat the same breakfast most days, plus price is key for both OTG and dine-in breakfasters. The big challenge for food operators is providing cost-effective options that meet consumer trends for indulgence, health and more – on a limited inventory. So we’ve added breakfast ideas in the report, aimed at helping operators meet several trends in just one dish.”
Bee Farrell, food anthropologist and report partner, said: “It’s fascinating to see how both the occasion and food choices have changed over the last few years – influenced by a wide range of factors.
External influences like social media are having a powerful effect on the dishes chosen by consumers. And trends like indulgence and health are adding subtle nuances to traditional breakfast dishes: porridge made with plant-based milk for example, or toasted sourdough and jam.”
Read the Delifrance report Prove it: Breakfast in Ireland: unlocking the opportunities in the occasion at https://www.delifrance.com/uk/irish-breakfast-report.