QSR breakfasts grow by a third in five years to £2b, says NPD Group

The sale of breakfast at quick-service restaurants has grown by a third in the past five years and is now worth £2b per year for the QSR sector, according to the NPD Group.

In its latest figures, breakfast was shown to equate to 640 million visits in the year ending September 2015, and accounted for 11% of all QSR traffic. Retailers and coffee shops were found to be the two biggest providers of breakfast, closely followed by burger outlets and bakeries.

Each visit is worth £3.10, just 52p less than the average visit at other times of the day; while 80% of people are likely to be alone when they visit. Consumers are also likely to be male and over age 25.

The group also said that there was more scope for the breakfast industry to grow, and that outlets would likely benefit from developing more female-friendly options, as male consumers outpace women for the first meal of the day.

Muriel Illig, account Manager at the NPD Group, warned that operators should not become complacent when it comes to breakfast.

She said: "There is still more opportunity to be grabbed in the QSR sector; this would come by developing more social breakfast occasions, and more suitable offers to women. Overall, as it is the case in the food service market in general, innovation will be essential to sustain the performance."

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