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 Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
P: 03 9224 5332