More Britons taking the pain at breakfast

BRITISH breakfast eaters are turning away from the traditional cereal or toast towards French pastries, research has claimed.

Sales of French products such as brioche and pain au chocolat are growing at a far faster pace than British baked goods.

Brioche sales rose a sweet 25 per cent in 2011, according to analyst Mintel – from £31 million in 2010 to £38m in 2011, while sales of pain au chocolat increased by 14 per cent over the same two years – from £22m in 2010 to £25m in 2011.

“The fact that these goods can be eaten at breakfast could suggest that this growth is to the detriment of sliced bread,” said Alex Beckett, senior food analyst at Mintel.

However, the survey found that toast was eaten by as many as 81 per cent of Brits every day.