From Breakfast to 'Breakfaster': Liquid Breakfast Buyers Double Over Past Five Years

13-05-2014
NIELSEN Innovation
Australian consumers’ idea of breakfast is changing. The category has evolved significantly in recent years with breakfast manufacturers responding to consumers’ increasing ‘need for speed’ with innovative options that allow them to have breakfast on the run.
Liquid breakfast has gained significant popularity among Australian consumers and has more than doubled its buyers in just five years. In 2013, one in four (25.5%) households chose to start their day with liquid fuel – up from 9.1% in 2008. And not only are more people buying liquid breakfast, they are buying more of it – average household consumption has increased by 15 percent over the past five years.
Popularity of liquid breakfast has grown across all key demographic groups, but is particularly strong in older families with almost half (46.1%) purchasing in 2013 – up from just 17.6 percent in 2008, followed by young families (39.4%), and young singles and couples (32%).
Contributing to the growth in liquid breakfast is smart, innovative offers, with a proliferation of new brands, flavours and pack sizes, supporting consumer loyalty and instigating trial. Finding other consumption occasions for liquid breakfast items including lunchbox snacks, morning/afternoon tea, and pre and post exercise is also driving an increase in the number of buyers and sales growth.