Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: Market context
- Economic and other assumptions
Executive Summary
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- Top takeaways
- Breakfast importance wanes
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- Figure 1: Meal statements – Any agree, 2014 and 2020
- Impact of COVID-19 on breakfast foods
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on breakfast foods, September 2020
- Opportunities and Challenges
- Re-emergence
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- Figure 3: Opinions of breakfast routines, by age, July 2020
- Fill the foodservice void
- Consumers need a nudge to move beyond breakfast just for breakfast
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- Figure 4: Breakfast consumption occasion by time of day, June 2020
- Recovery
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- Figure 5: Experience and interest in food and drink nutritional claims, august 2020
Target Audience – Key Takeaways
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- Pandemic led to significant increase in at-home breakfast consumption
- Breaking away from breakfast
- Health of a chance
Breakfast Audience by the Numbers
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- Breakfast mostly consumed at home
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- Figure 6: Normal breakfast consumption, June 2020
- Parents least likely to skip breakfast
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- Figure 7: Breakfast consumption, by parental status, by gender, June 2020
- Breakfast habits consistent over household income
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- Figure 8: Source of breakfast, by household income, June 2020
- Macroeconomic factors
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- Figure 9: Expected US unemployment, 2019-25
- Impact of COVID-19 on Breakfast Foods
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- Figure 10: Short-, medium- and long-term impact of COVID-19 on breakfast foods, September 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
Market Factors
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- Restaurants face double whammy from pandemic and recession
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- Figure 11: Opinions on changes in spending behaviors – any rank, May 2020
- Breakfast’s importance wanes
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- Figure 12: Meal statements – Any agree, 2014 and 2020
- Figure 13: Snacking in place of meals, by age, February 2020
- Definition of “breakfast” expands
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- Figure 14: Breakfast and brunch menu item interest, by generation, July 2019
- Fewer kids means fewer breakfasts
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- Figure 15: US households, by presence of related children, 2008-18
Market Opportunities
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- Put the break in breakfast
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- Figure 16: Breakfast routines, June 2020
- “Breakfast” foods can leverage health in a variety of ways
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- Figure 17: Important claims when choosing food and drinks, August 2020
- Return of in-restaurant breakfast
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- Figure 18: Comfort level toward social activities, US, July 15-September 8, 2020
Companies and Brands – Key Takeaways
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- Restaurants as inspiration
- Free-from claims take focus
- Cereal launches point to functional potential
Competitive Strategies
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- Culinary innovation readies packaged breakfast brands to fill the experience void
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- Figure 19: Recent frozen breakfast launches
- Free-from claims maintain prominence among breakfast launches
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- Figure 20: Free-from claims on food and drink launches featuring the word “breakfast,” 2015-20
- Finding function
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- Figure 21: Food and drink launches featuring the word “breakfast,” by functional claims, 2015-20
- Cereal leads breakfast launches, focuses on ingredient-based claims
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- Figure 22: Most frequent nutritional claims on breakfast cereal product launches, by year
The Consumer – Key Takeaways
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- Restaurant breakfasts decline
- Cost saving could lead to more from-scratch breakfasts at home
- Cereal and yogurt prove breakfast can be at any time of day
- Supermarkets prove the go-to resource for breakfast foods
- Giving a boost to breakfast
- Disrupt breakfast habits
Typical Breakfast Consumption Location
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- Vast majority of breakfasts already consumed at home
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- Figure 23: Normal breakfast consumption, June 2020
- Young adults more likely to turn to restaurants for breakfast/brunch
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- Figure 24: Normal breakfast consumption, by age, June 2020
- Parents turning to restaurants for breakfasts heavily on weekends
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- Figure 25: Normal breakfast consumption, by parental status, June 2020
- Restaurant breakfasts should augment flavor messaging with a healthy component
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- Figure 26: Breakfast attitudes, by location of typical breakfast consumption, June 2020
- Home breakfasts predominate, especially among the old
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- Figure 27: Source of breakfast eaten at home, by age, June 2020
- COVID-19 has increased breakfast consumption most among younger consumers
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- Figure 28: Increased consumption of breakfast types, by age, June 2020
Breakfast Consumption Occasion
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- Cereal proves most popular; yogurt remains steady throughout the day
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- Figure 29: Breakfast consumption – Net any use, June 2020
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- Figure 30: Breakfast consumption occasion by time of day, June 2020
- Expand the role of “breakfast”
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- Figure 31: Breakfast consumption occasion, June 2020
- Cereal could leverage nostalgia to expand daypart usage
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- Figure 32: Cereal consumption occasion by time of day, June 2020
Breakfast Purchase Location
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- Consumers are diversifying their breakfast shopping
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- Figure 33: Breakfast purchase location, June 2020
- Younger people shifting breakfast purchase locations
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- Figure 34: Breakfast purchase location, by age, June 2020
- Younger people turning to 3+ locations for breakfast foods
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- Figure 35: Repertoire of locations shopped for breakfast foods, by age, June 2020
- Consumers who shop around for breakfast compelled by health, freshness
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- Figure 36: Important attributes when selecting breakfast items, by repertoire of purchase locations, June 2020
Important Attributes when Selecting Breakfast Items
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- Health, ease and flavor lead breakfast drivers
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- Figure 37: Important attributes when selecting breakfast, June 2020
- Searching for healthy breakfasts at natural supermarkets
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- Figure 38: Important attributes when selecting breakfast items, by purchase location, June 2020
- Boost nutritional attributes of breakfast options
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- Figure 39: TURF Analysis – Important attributes when selecting breakfast items, June 2020
- “Quick” and “filling” appeal to moms, “fresh” to dads
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- Figure 40: Important attributes when selecting breakfast, by parental status, by gender, June 2020
Breakfast attitudes
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- Break the breakfast routine
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- Figure 41: Breakfast attitudes, June 2020
- Younger consumers open to greater variety at breakfast
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- Figure 42: Breakfast attitudes, by age, June 2020
- Hispanic Millennials value a healthy breakfast
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- Figure 43: Breakfast attitudes, by Hispanic origin, by generation, June 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix - TURF Analysis – Methodology
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- Figure 44: Table - TURF Analysis – Important attributes when selecting breakfast food items, June 2020
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