The rise and rise of breakfast drinks

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- to 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.”