The popularity of breakfast drinks like Sanitarium’s Up & Go has gradually increased in recent years, with the percentage of Australians purchasing them in an average four-week period growing from 4.1% to 7.7% since 2008.
According to recent findings by Roy Morgan Research, Australians aged under 25 are the main drivers of this increase, with just over 13% buying breakfast drinks in an average four-week period. The 35-49 year-old demographic also seems to be developing a taste for drinking their breakfast: in just two years, the number purchasing these drinks has more than doubled.
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“It’s no surprise breakfast drinks are one of the few non-alcoholic beverages gaining popularity among young Australians, as Roy Morgan Single Source reveals this group are 44% more likely to agree with the statement ‘I seldom have time for breakfast’.
“Interestingly, a similar proportion of 25-34 year olds also agree with the statement — but the number of people in this age group who consume breakfast drinks appears to be declining.
“With Sanitarium’s Up & Go being the most popular breakfast drink, and very few other brands offering products in this growing category, the opportunity for a new alternative ‘on-the-go’ breakfast drink is glaringly obvious.”
Roy Morgan Research
Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.
In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
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