The Knowledge Bank

The future of Breakfast (online launch)
2023-05-25 14:00 - 15:30 UTC | Webinar, Online
After our in-person launch at The Edinburgh Grand Hotel in April, the Knowledge Bank is happy to share the recently commissioned research on Breakfast in a special online webinar!
This research shows consumers are increasingly defining breakfast based on when they eat, rather than what they eat. Countless studies have indicated that breakfast is the most important meal of the day (and the least skipped one). Eating in the morning can positively affect energy levels and concentration, and help with weight management. But the studies don’t say these benefits are only attainable through eating specific foods – because, quite simply, it isn’t. Moreover, consumers are actively looking for new breakfast products – or, more accurately, products which are suitable for consumption in the morning. They don’t want to be limited by what’s traditionally defined as breakfast food, so it’s more important than ever for producers to avoid closing themselves off to the morning market.
On the 25th May, we’ll be running a webinar to take an in-depth look at the future of breakfast and highlighting some potential new product innovation platforms – some of the topics we’ll cover include what consumers are saying and doing when it comes to breakfast products, what influences consumer behaviour when choosing breakfast items and how age and occasion impact breakfast choices. We will draw from research from Nielsen, Mintel, Kantar and ad hoc consumer research.
Who is this for? Marketers, New Product Development teams and any one interested in uncovering breakfast opportunities

The Future of Breakfast
2023-04-19 08:30 - 11:30 | Edinburgh Grand Hotel, St Andrew's Square, Edinburgh, United Kingdom
Who is this for? Marketers, New Product Development teams and any one interested in uncovering breakfast opportunities
When? From 8:30am for breakfast and networking, 9:30am presentation starts (to 11:30am). There will be a small charge (£35 per head) for this event to cover ‘breakfast’.
Who knew that breakfast was the least skipped meal of the day? That it accounts for over 21 billion eating occasions? Consumers define breakfast by when they eat, not what they eat.
Breakfast cuts across so many categories from bakery through to meat, from milk through to green teas, consumers are constantly looking for new breakfast products, or to be more accurate, products which are suitable for breakfast as well as other times of the day.
At this breakfast briefing The Knowledge Bank will look at breakfast in depth and to highlight some potential new product innovation platforms. The seminar will be an opportunity to hear first hand what consumers are saying and doing when it comes to breakfast foods and drinks. It will cover consumers core needs when it comes to deciding what food or drink products to have for breakfast. We will look at the drivers behind their choices and how these vary by age but also occasion.
