"Boosting the importance of breakfast is in order. Only about half of US adults think breakfast is more important than lunch or dinner, down from 2014, and less than half say it sets the tone for their day. Nevertheless, consumption is high. Opportunity for portable options is strong, with few weekday breakfast eaters doing so while in transit, others doing so at their destination. Foodservice occasions spike on weekends."
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Executive Summary
Market
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
The Market – What You Need to Know
Consumer
Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
The Consumer – What You Need to Know
Breakfast Consumption
Breakfast Source
Breakfast Attributes
Breakfast Foods Consumed
Breakfast Food Perceptions
Breakfast Scenarios
Healthy Breakfast
Food and Drink Shopper Segmentation
Brand/Company
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Key Players – What You Need to Know
What’s Working?
What’s Struggling?
What’s Next?
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Market Factors
Appendix – Data Sources and Abbreviations
31st March 2020
“As convenience overtakes the breakfast occasion, brands are capitalizing on eggs’ high protein nutritional profile with ready to eat packaging to create easy, protein-packed snacks and meal solutions that make eggs an anytime occasion for any diet.” 
31st December 2018
“The highest percentage of consumers seek options that are healthy, followed by those seeking convenience. Oftentimes those two attributes appear to be in contrast to one another, with convenience items appearing as processed.”
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Breakfast dips as most important meal of the day
