According to research commissioned by food group Ferrero, 61% of people prefer marmalade, jam or hazelnut spread on their toast in the morning, and 81% would pay more for a branded spread.
The research explored Britain's out-of-home breakfast habits and found that the favourite breakfast is cooked (29%), followed by toast (21%), cold cereal (13%), pastries and continental breakfasts (joint fourth at 10%) and porridge (9%).
Natasha Quinn, foodservice channel operations manager at Ferrero, said: "This is a real opportunity for caterers. The traditional cooked breakfast will always have its place on menus, but with a new generation of diners eating out regularly, operators need to provide variety and value.
When it comes to profitability and value, the research showed that 73% of 26-35 year olds expect to see Nutella on menus.