This report details the six-year history of the breakfast foods market and addresses the most and least successful category segments and suppliers. It also reveals market drivers that work for and against sales, as well as the market trends demonstrated by product innovation and marketing initiatives. Consumer trends, including consumption patterns and attitudes towards a number of breakfast-related topics, are addressed.

The breakfast foods market contains segments that have seen ups and downs over the past few years. High-protein segments, such as eggs and breakfast meats, saw sales increase significantly during the low-carb diet fad. Other segments, such as breakfast breads and cereals, had marked sales declines during that same period, but have come into favor again as new eating guidelines stress the importance of high-fiber and wholegrain foods.

The biggest challenge to the breakfast foods industry comes from outside. Foodservice breakfasts, especially those that can be purchased on the run through QSR restaurants, have seen their sales increase significantly and more operators are offering a greater variety of takeout breakfast foods including premium coffee, steak and eggs, and breakfast burritos. Manufacturers of packaged breakfast foods need to have a solid understanding of how--and how quickly--foodservice is expanding their breakfast options. Also, these players should know when consumers are most apt to use these choices in the morning. This report features these details, as well as the insights about what the future of the market will hold-from "all-day breakfasts" to a greater focus on satiation and hunger control.

This report covers all types of foods typically eaten for breakfast, which include the following:

hot and cold cereal, including wheat germ

breakfast meats, including bacon and breakfast sausage

breakfast breads, including shelf-stable, frozen, and refrigerated bagels, English muffins, croissants, and breakfast bread dough

sweet breakfast breads and pastries, including shelf-stable, fresh, refrigerated, and frozen waffles, pancakes, donuts, pastries, muffins, refrigerated and frozen pancakes and waffles, and mixes to make such products.

yogurt, excluding yogurt drinks

eggs, including fresh eggs and refrigerated and frozen egg substitutes

breakfast entres, including refrigerated and frozen breakfast burritos, omelets, and handheld breakfast entres such as breakfast pockets

cereal bars

drinkable breakfast foods such as powdered breakfast drink powder, but excluding liquid, pre-mixed breakfast beverages

This report does not include any beverages typically drunk with breakfast, like milk or juice.

The focus of this report is foods for breakfast consumed at home, therefore sales from restaurants, convenience stores, and other "food on the go" channels are not included.