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Busy Brits scramble for breakfast, drinks sales up 73.5%

Staff Writer |
Fewer people in the UK are skipping the first meal of the day, with 147 million additional breakfasts tucked into in the year to June 2016 compared to the previous year.

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In the year up to June 19, there was a 15.6% increase in the number of breakfasts carried out from the home and growth in sales of cereal and fruit bars (up to 2.7 percent) and breakfast biscuits (up 6.2 percent), compared to the previous year.

Sales of breakfast drinks, a relative newcomer to the market that provide a complete breakfast in a bottle, grew by 73.5% to more than £14 million.

Baked goods such as crumpets and pastries are also appealing to consumers, making an appearance in 10 percent more breakfasts in the year to 21 May than the year before.

Similarly, cooked options have seen a surge in popularity, up nearly 30 percent in the last two years, with bacon and sausages featuring in meals more frequently.

Eating out and takeaway breakfasts are also performing well, having grown 17.5% over the last five years, partly as a result of promotions and meal deals aimed at those in a hurry.

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