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

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


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.

About Nielsen’s Homescan Shopper Panel

Understanding how household shopping behaviour affects your store and brands’ sales will allow you to fine-tune your marketing decisions and ultimately yield the greatest return.

Our Shopper Panel is robust, trusted, credible and one of the biggest shopper panels per capita in the world. It monitors shopper behaviour across a panel of 10,000 households, which is projected to represent the Australian population and retailing landscape.

Shopper data is collected via handheld scanners that transmit data directly to us. This data can be used to identify key shopper behaviour across key grocery outlets. Our point-of-sale technology for our retail measurement services captures sales and price data from virtually every major retail chain.