Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The breakfast foods snapshot
- Competition from restaurants and from within the market
- A wide range of segments with diverse sales results
- Most significant product growth seen for BFY
- Driving the market
- Brands in-depth: Safeway’s Eating Right and Jimmy Dean
- Innovation driven by BFY, whole grains, gluten-free, larger package sizes, healthier breakfast sandwiches and portability
- Advertising and promotion
- The breakfast consumer
- Breakfast consumption
- Breakfast locations
- Types of breakfast food
- Kids’ and teens’ breakfast habits
- Race and Hispanic origin
Insights and Opportunities
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- Touting the advantage of breakfast from home
- Breakfast when you want it
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- Figure 1: Eating “breakfast foods” for lunch or dinner, August 2009
- Promoting breakfast from home as a value
- Can’t get enough of that BFY
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- Figure 2: Household consumption of toaster pastries, doughnuts and breakfast pastries, 2000-09
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- Figure 3: Selected BFY brand/product growth, 2008-09
- Whole grains are hot
- Making functional foods accessible and market appropriate
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- Figure 4: FDMx sales of functional foods, segmented by type, 2007 and 2009
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- Figure 5: Opinions towards functional foods, May 2009
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- Figure 6: Attitudes towards effects of not eating breakfast, August 2009
- Use packaging to promote claims and benefits
Inspire Insights
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- Trend: Mood from Food
- What it’s about
- Breakfast: the ultimate mood enhancer
- Trend: Simplicity and Convenience
- What it’s about
- Keep it simple
Market Size and Forecast
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- Key points
- Something for everyone
- Straddling the line between indulgence and health
- Price remains an leading factor
- Sales and forecast of breakfast foods
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- Figure 7: FDMx sales of breakfast foods, at current prices, 2004-14
- Figure 8: FDMx sales of breakfast foods, at inflation-adjusted prices, 2004-14
- Walmart sales
Competitive Context
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- Foodservice the biggest “cereal killer”
- A cannibalistic market
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- Figure 9: Types of breakfast foods eaten, February 2008-March 2009
- Food costs heat up internal competition
Segment Performance—Overview
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- Key points
- Nutrition and price leading factors in sales successes
- Sales of breakfast foods, by segment
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- Figure 10: FDMx sales of breakfast foods, segmented by type, 2008 and 2009
Segment Performance—Breakfast Breads
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- Key points
- Health leads charge for breakfast breads
- Sales and forecast of breakfast breads
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- Figure 11: U.S. FDMx sales of breakfast breads, 2004-14
Segment Performance—Cereal
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- Key points
- Cereal a mainstay value for breakfast
- Sales and forecast of cereal
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- Figure 12: U.S. FDMx sales of cereal, 2004-14
Segment Performance—Eggs
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- Key points
- Price fluctuations a thorn in the side of egg segment
- Sales and forecast of eggs
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- Figure 13: U.S. FDMx sales of eggs, 2004-14
Segment Performance—Yogurt
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- Key points
- Health and dietary concerns foster growth
- Yogurtomics
- Sales and forecast of yogurt
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- Figure 14: U.S. FDMx sales of sweet yogurt, 2004-14
Segment Performance—Breakfast Meats
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- Key points
- Breakfast meats rebound
- Sales and forecast of breakfast meats
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- Figure 15: U.S. FDMx sales of breakfast meats, 2004-14
Segment Performance—Sweet Breakfast Breads and Pastries
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- Key points
- A slight shift from indulgence to “healthy”
- Sales and forecast of sweet breakfast breads and pastries
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- Figure 16: U.S. FDMx sales of sweet breakfast breads and pastries, 2004-14
Segment Performance—Waffles/Pancakes/French Toast
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- Key points
- The leader in sales growth
- Sales and forecast of waffles/pancakes/French toast
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- Figure 17: U.S. FDMx sales of waffles/pancakes/French toast, 2004-14
Segment Performance—Breakfast Entrées
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- Key points
- Competition from foodservice staved off by BFY
- Sales and forecast of breakfast entrées
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- Figure 18: U.S. FDMx sales of breakfast entrées, 2004-14
Segment Performance—Cereal bars
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- Key points
- Health and portability key to success
- Sales and forecast of cereal bars
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- Figure 19: U.S. FDMx sales of cereal bars, 2004-14
Segment Performance—Drinkable Breakfast Foods
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- Key points
- Drinkable breakfast having its “lunch eaten”
- Sales and forecast of drinkable breakfast foods
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- Figure 20: U.S. FDMx sales of drinkable breakfast foods, 2004-14
Segment Performance—Other Breakfast Foods
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- Key point
- A small segment with few major brands
- Sales and forecast of other breakfast foods
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- Figure 21: U.S. FDMx sales other breakfast foods, 2004-14
Retail Channels
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- Key points
- Supermarkets dominate
- Sales of breakfast foods, by channel
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- Figure 22: FDMx retail sales of breakfast foods, by channel, 2006 and 2008
Retail Channels—Supermarkets
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- Key points
- Recession drives consumer to supermarkets (and store brands)
- Supermarkets combat competition with creative store formats and hot food offerings
- Supermarket sales of breakfast foods
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- Figure 23: FDMx supermarket sales of breakfast foods, at current prices, 2004-09
Retail Channels—Other Retail Channels
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- Key point
- Other retailers also cash in on private label
- Other retail channel sales of breakfast foods
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- Figure 24: FDMx other retail channel sales of breakfast foods, at current prices, 2004-09
Natural channel/SPINS
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- Sales of breakfast foods in the natural channel
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- Figure 25: Natural product supermarket retail sales of breakfast foods, at current prices, 2007-09
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- Figure 26: Natural product supermarket retail sales of breakfast foods, at inflation-adjusted prices, 2007-09
- Natural channel sales by segment
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- Figure 27: Natural product supermarket retail sales of breakfast foods, by segment, 2007-09
- Natural channel sales of breakfast foods by organic
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- Figure 28: Natural product supermarket retail sales of breakfast foods, by organic, 2007-09
Market Drivers
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- Rising food prices place pressure on the market
- Economy drives consumers to eat more meals at home
- Foodservice value proposition hard to beat
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- Figure 29: Prices for foodservice versus CPG breakfast
- The most important meal of the day
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- Figure 30: Carnation Instant Breakfast, 2009
- Figure 31: Importance of breakfast compared to lunch and dinner, February 2008-March 2009
- Morning time is crunch time
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- Figure 32: Average commuting times in select major U.S. cities, October 2006
Brand Share—Overview
Brand Share—Breakfast Meats
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- Key points
- Oscar Mayer bacon continues to dominate
- Healthier alternatives increase activity
- Manufacturer and brand sales of breakfast meats
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- Figure 33: brand sales and market share of breakfast meats in the U.S., 2008-09
Brand Share—Sweet Breakfast Breads and Pastries
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- Key points
- New products and (somewhat) BFY products help grow sales
- Manufacturer and brand sales of sweet breakfast breads and pastries
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- Figure 34: Selected brand sales and market share of sweet breakfast breads and pastries in the U.S., 2008-09
Brand Share—Waffles/Pancakes/French Toast
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- Key points
- Kellogg dominates with product variety
- Manufacturer and brand sales of waffles/pancakes/French toast
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- Figure 35: Selected brand sales and market share of waffles/pancakes/French toast in the U.S., 2008-09
Brand Share—Breakfast Entrées
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- Key points
- Jimmy Dean’s sales are “D-lightful”
- Manufacturer and brand sales of breakfast entrées
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- Figure 36: Selected brand sales and market share of breakfast entrées in the U.S., 2008-09
Brand Share—Drinkable Breakfast
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- Key points
- Dannon refrigerated yogurts dominate, but falter
- Room for growth in targeting Hispanics
- Manufacturer and brand sales of drinkable breakfast foods
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- Figure 37: Selected brand sales and market share of drinkable breakfast foods in the U.S., 2008-09
Brand Share—Other Breakfast Foods
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- Key points
- The home for “wayward products”
- Manufacturer and brand sales of other breakfast foods
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- Figure 38: Selected brand sales and market share of other breakfast foods in the U.S., 2008-09
Brand Qualities
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- Free magnifying glass in every box?
- A store brand ups the BFY ante
- The Evolution of Jimmy Dean
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- Figure 39: Household consumption of frozen breakfast entrées/sandwiches, 2000-09
- The brand “lightens up”
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- Figure 40: Jimmy Dean D Lights, 2009
Innovation and Innovators
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- BFY
- Whole grains
- Gluten-free
- More substantial breakfast
- Breakfast sandwiches lightened up
- Portability
Advertising and Promotion
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- Overview
- TV ads focus on “function”
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- Figure 41: Rhodes Anytime Cinnamon Rolls, 2008
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- Figure 42: Super Donut, 2008
- Competitive clips
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- Figure 43: Eggo Bake Shop Twists, 2009
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- Figure 44: Pillsbury Toaster Strudel, 2009
Breakfast Consumption
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- Key points
- Importance message driven home
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- Figure 45: Importance of breakfast compared to lunch and dinner, by gender, February 2008-March 2009
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- Figure 46: Mean breakfast consumption, by gender, August 2009
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- Figure 47: Attitudes towards effects of not eating breakfast, by age, August 2009
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- Figure 48: Attitudes towards effects of not eating breakfast and mean breakfast consumption, by presence of children, August 2009
Breakfast Locations
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- Key points
- Breakfast at (and from) home leads throughout the week
- Breakfast procurement: Weekday/weekend
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- Figure 49: Breakfast procurement locations, weekday versus weekend, August 2009
- Weekday
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- Figure 50: Breakfast purchase locations, weekday, by age, August 2009
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- Figure 51: Breakfast purchase locations, weekday, by presence of children, August 2009
- Weekend
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- Figure 52: Breakfast purchase locations, weekend, by age, August 2009
- Breakfast consumption: Weekday/weekend
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- Figure 53: Breakfast consumption locations, weekday versus weekend, August 2009
- Weekday in depth
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- Figure 54: Breakfast consumption locations, by age, August 2009
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- Figure 55: Breakfast consumption locations, weekday by presence of children, August 2009
- Weekend in depth
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- Figure 56: Breakfast consumption locations, weekend by age, August 2009
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- Figure 57: Breakfast consumption locations, weekend by presence of children, August 2009
- Cutting back on dining out
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- Figure 58: Attitudes towards breakfast consumption importance, time and economic impact, by age, August 2009
Types of Breakfast Food
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- Key points
- Walking the line between health and indulgence
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- Figure 59: Foods eaten as a part of weekday breakfast, 2008-09
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- Figure 60: Foods eaten as a part of weekend breakfast, 2008-09
- Beyond the breakfast table
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- Figure 61: Eating “breakfast foods” for lunch or dinner, by age, August 2009
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- Figure 62: Eating “breakfast foods” for lunch or dinner, by presence of children, August 2009
Selecting Breakfast Foods
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- Key points
- Healthy claims attract consumers
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- Figure 63: Important factors when selecting weekday breakfast foods, by gender, August 2009
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- Figure 64: Important factors when selecting weekday breakfast foods, by age, August 2009
- Taste, health and ease of most importance
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- Figure 65: Factors most important when selecting weekday breakfast foods, by gender, August 2009
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- Figure 66: Factors most important when selecting weekday and weekend breakfast foods, by age, August 2009
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- Figure 67: Factors most important when selecting weekday breakfast foods, by presence of children, August 2009
- Keeping it simple versus mixing it up
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- Figure 68: Attitudes towards new versus same breakfast foods, by age, August 2009
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- Figure 69: Attitudes towards new versus same breakfast foods, by presence of children, August 2009
Kids’ and Teens’ Breakfast Habits
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- Key points
- Teens
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- Figure 70: Teen use of breakfast food, October 2007-December 2008
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- Figure 71: Teen agreement that breakfast is the most important meal of the day, October 2007-December 2008
- Kids
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- Figure 72: Kid use of breakfast food, October 2007-December 2008
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- Figure 73: Kid agreement that breakfast is the most important meal of the day, October 2007-December 2008
Race and Hispanic Origin
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- Key points
- Keeping Hispanics at home for weekend breakfasts
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- Figure 74: Attitudes towards breakfast, by race/Hispanic origin, August 2009
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- Figure 75: Breakfast purchase locations, weekend, by race/Hispanic origin, August 2009
- Figure 76: Breakfast consumption locations, weekend by race/Hispanic origin, August 2009
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- Figure 77: Types of foods usually eaten as a part of weekend breakfast, by race/Hispanic origin, August 2009
Cluster Analysis
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- Quick and Tasties
- Variety Valuers
- Healthy Homers
- Cluster characteristics
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- Figure 78: Breakfast food clusters, August 2009
- Figure 79: Frequency of weekday breakfast consumption, by weekday breakfast food clusters, August 2009
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- Figure 80: Weekday breakfast purchase and consumption, by weekday breakfast food clusters, August 2009
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- Figure 81: Nutritional concerns of weekday breakfast, by weekday breakfast food clusters, August 2009
- Figure 82: Most important trait of weekday breakfast, by weekday breakfast food clusters, August 2009
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- Figure 83: Attitudes towards breakfast, by weekday breakfast food clusters, August 2009
- Cluster demographics
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- Figure 84: Weekday breakfast food clusters, by gender, August 2009
- Figure 85: Weekday breakfast food clusters, by age, August 2009
- Figure 86: Weekday breakfast food clusters, by HH income, August 2009
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- Figure 87: Weekday breakfast food clusters, by race/Hispanic origin, August 2009
- Cluster methodology
Custom Consumer Groups: The Parent/Kid Balance
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- Figure 88: Attitudes towards breakfast, by gender and presence of children in household, August 2009
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- Figure 89: Factors most important when selecting weekday breakfast foods, by gender and presence of children in household, August 2009
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- Figure 90: Weekday breakfast consumption locations, by gender and presence of children in household, August 2009
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- Figure 91: Types of foods usually eaten as a part of weekday breakfast, by gender and presence of children in household, August 2009
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- Figure 92: Breakfast purchase locations, weekend, by gender and presence of children in household, August 2009
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- Figure 93: Types of foods usually eaten as a part of weekend breakfast, by gender and presence of children in household, August 2009
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Appendix: Other Useful Consumer Tables
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- Average breakfast consumption
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- Figure 94: Average breakfast consumption, by HH income, August 2009
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- Figure 95: Breakfast consumption, by region, August 2009
- Breakfast locations
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- Figure 96: Top five breakfast locations—weekday and weekend, by HH income, August 2009
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- Figure 97: Top five weekday breakfast locations—weekday and weekend, by region, August 2009
- Breakfast traits
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- Figure 98: Most important trait of breakfast, by weekday and weekend, and HH income, August 2009
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- Figure 99: Most important trait of breakfast, by weekday and weekend, and region, August 2009
Appendix: Trade Associations
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