As the most important meal of the day, it’s petit dejeuner not breakfast for Brits, as pastries, such as Brioche and Pain au Chocolat rise in the hearts of the nation – growing at a faster pace than traditional British baked goods.
According to latest research from Mintel, Brioche sales rose a sweet 25% in 2011 – from £31m in 2010 to £38m in 2011.
And sales of Pain au Chocolat increased a mouth-watering 14% over the same two years up from £22m in 2010 to £25m in 2011.
Today, French pastries are consumed by almost a quarter (23%) of all Brits, which compares to 24% of those who eat more traditional bread and baked goods.
While a good old slice of toast remains the nation’s favourite breakfast, eaten by as many as 81% of Brits for breakfast, many of the more traditional bread and baked goods have posted slower growth.
Hot cross buns, for example, have seen modest growth of 7% over the past two years – from £30m 2010 to £33m in 2011.
And it appears other baked items are losing their appeal amongst Brits. Indeed, the market for English Muffins has declined by 3% from £25m in 2010 to £24m in 2011.
The only exception to this trend is the “cream tea favourite” – Scones – valued at £33m in 2011, rising a positive 19% from £28m in 2010.
Alex Beckett, senior food analyst at Mintel, said:
“French baked goods such as Brioche have recorded impressive value growth, suggesting Brits are developing a stronger taste for sweet bakery goods.
“The fact that these goods can be eaten at breakfast could suggest that this growth is to the detriment of sliced bread.
“Bread brands can capitalise on this cosmopolitan trend by introducing a wider variety of sweet baked goods to their portfolios.”