Prove it: Breakfast

Prove It: Breakfast, unlocking the opportunities in the occasion provides an in depth look at UK’s breakfast category, revealing consumer’s habits and trends and opportunities for operators.


Inside you’ll find everything you need to know about the breakfast market, how attitudes have changed,

what is driving trends and what customers really want when they dine out and in for breakfast.



Breakfast has gone through significant changes since we last reported on the market in 2018. Large swathes of the population now work at home, or commute to the office only a few days a week.


So we decided that it was time to revisit the breakfast market to find out how attitudes and habits have changed. With a better understanding of consumer behaviours and motivations, we’ve highlighted opportunities for operators to capitalise on this dynamic market.

Download now the full report