Table of Contents
Executive Summary
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- The issues
- Breakfast dips as most important meal of the day
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- Figure 1: Meal statements, 2014 and 2018
- Busy schedules are most likely to blame for skipping breakfast
- One in five younger adults eats breakfast while in transit
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- Figure 2: Breakfast consumption – Any day, by age, April 2018
- The opportunities
- Breakfast players should keep snackers in mind
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- Figure 3: Breakfast attitudes/behaviors – Snack, by age, April 2018
- Health leads breakfast attributes of interest, followed by convenience
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- Figure 4: Breakfast attributes, April 2018
- The highest percentage of respondents say a healthy breakfast is high in protein
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- Figure 5: Healthy breakfast, April 2018
- What it means
The Market – What You Need to Know
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- Breakfast dips as most important meal of the day
- Busy schedules are most likely to blame for skipping breakfast
- Breakfast food manufacturers should keep snackers in mind
- Three quarters of adults are currently managing their weight
Market Factors
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- Breakfast dips as most important meal of the day
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- Figure 6: Meal statements, 2014 and 2018
- Busy schedules are most likely to blame for skipping breakfast
- Less than half of breakfast eaters say breakfast sets the tone for the day
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- Figure 7: Breakfast attitudes/behaviors – Tone, April 2018
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- Figure 8: Breakfast attitudes/behaviors – Tone, by age, April 2018
- Messaging related to productivity and health may resonate
- Breakfast food manufacturers should keep snackers in mind
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- Figure 9: Snacking frequency, March 2017
- Three quarters of adults are currently managing their weight
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- Figure 10: Weight management status, July 2017
Key Players – What You Need to Know
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- Cereal continues to lead breakfast launches
- Clean claims are on the rise
- Frozen launches decline
- “Healthy” breakfast items fall short on consumer appeal
What’s Working?
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- Cereal continues to lead breakfast launches
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- Figure 11: Food and drink launches featuring the word “breakfast,” by leading subcategories, 2013-18*
- Clean claims are on the rise
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- Figure 12: Food and drink launches featuring the word “breakfast,” by leading claims, 2013-18*
- Figure 13: Food and drink launches featuring the word “breakfast,” by fastest growing claims, 2013-18*
- Purchase intent is highest for breakfast splurges
What’s Struggling?
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- Frozen launches decline
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- Figure 14: Food and drink launches featuring the word “breakfast,” by storage type, 2013-18*
- Healthy items don’t garner particularly high purchase intent
- Convenience items don’t score well for health
What’s Next?
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- Promoting variety to retain interest
- Seasonal varieties can add excitement to favorite products all year long
- Trendy ingredients and flavors make their way to breakfast
- Spicy flavors
- Superfoods and functional ingredients
- Boosting breakfast excitement through international flavors
- A focus on protein to convey health
- Keeping meat-free alternatives in mind
- Brunch cues add options for breakfast
- Bowled over by breakfast
- Sweet and savory flavor profiles
- Bringing boozy brunch to breakfast
- Breakfast snacks
- Other categories make a play for the breakfast occasion
- McCormick introduces breakfast seasonings
The Consumer – What You Need to Know
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- 92% of consumers eat breakfast on weekdays; 95% do so on weekends
- 69% of respondents make breakfast from scratch
- Health leads breakfast attributes of interest, followed by convenience
- Cereal leads for weekday breakfast, eggs are most popular on weekends
- Most respondents say a healthy breakfast is high in protein
Breakfast Consumption
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- 92% of consumers eat breakfast on weekdays; 95% do so on weekends
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- Figure 15: Breakfast consumption, April 2018
- Men are more likely than women to eat breakfast at a foodservice
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- Figure 16: Breakfast consumption, by gender, April 2018
- Close to one in five younger consumers are eating breakfast in transit
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- Figure 17: Breakfast consumption, by age, April 2018
- Middle-income earners are more likely to visit foodservice for breakfast
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- Figure 18: Breakfast consumption, by HH income, April 2018
Breakfast Source
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- 69% of respondents make breakfast from scratch
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- Figure 19: Source of breakfast, April 2018
- Three quarters of Hispanics make breakfast from scratch
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- Figure 20: Source of breakfast, by Hispanic origin, April 2018
- Parents look to convenience
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- Figure 21: Source of breakfast, by parental status, April 2018
- Foodservice is important for those who eat while in transit
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- Figure 22: Source of breakfast, by consumption location, April 2018
- Low interest in breakfast meal kits
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- Figure 23: Breakfast attitudes/behaviors – Meal kit, April 2018
- Figure 24: Breakfast attitudes/behaviors – Meal kit, by age, April 2018
Breakfast Attributes
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- Health leads breakfast attributes of interest, followed by convenience
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- Figure 25: Breakfast attributes, April 2018
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- Figure 26: TURF analysis – Breakfast attributes, April 2018
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- Figure 27: Table – TURF analysis – Breakfast attributes, April 2018
- Women are especially likely to seek a healthy breakfast
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- Figure 28: Breakfast attributes, by gender, April 2018
- Health is of greater interest to older consumers, energizing appeals to younger eaters
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- Figure 29: Breakfast attributes, by age, April 2018
- Fresh is of particular importance to Hispanic consumers
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- Figure 30: Breakfast attributes, by Hispanic origin, April 2018
- In-transit and destination eaters are most likely to seek convenience
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- Figure 31: Breakfast attributes, by consumption location, April 2018
- A third of consumer say breakfast is their lightest meal of the day
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- Figure 32: Breakfast attitudes/behaviors – Lightest, April 2018
Breakfast Foods Consumed
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- Cereal leads for weekday breakfast, eggs are most popular on weekends
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- Figure 33: Breakfast foods consumed, by segmentation, April 2018
- Less than half of consumers eat the same thing for breakfast daily
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- Figure 34: Breakfast attitudes/behaviors – Habits, April 2018
- Nearly a quarter of 18-24s snack for breakfast
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- Figure 35: Breakfast attitudes/behaviors – Habits, by age, April 2018
- 28% of parents say they eat the same breakfast as their kids
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- Figure 36: Breakfast attitudes/behaviors – Kids, April 2018
Breakfast Food Perceptions
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- Full breakfast (positive)
- Cereal (positive)
- Croissant (positive)
- Smoothie bowl (positive-neutral)
- Avocado toast (neutral)
- Toaster pastry (negative)
Breakfast Scenarios
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- Normal weekday: Quick, easy, light, and convenient lead for weekday breakfast
- Running late to work/class/meeting: Beverages/fruit help out when consumers are running late
- Extra time: Hot breakfast is a more common occurrence when time allows
- Important meeting: Consumers seek energizing options
Healthy Breakfast
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- The highest percentage of respondents say a healthy breakfast is high in protein
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- Figure 37: Healthy breakfast, April 2018
- Women are more likely than men to equate high protein with health
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- Figure 38: Healthy breakfast, by gender, April 2018
- Low sugar, grains, and low fat more likely to equal health among 45+
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- Figure 39: Healthy breakfast, by age, April 2018
- Respondents tie healthfulness to energy
- Less than half of breakfast eaters think eating at home is healthier than away from home
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- Figure 40: Breakfast attitudes/behaviors – Healthy, April 2018
Food and Drink Shopper Segmentation
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- Figure 41: Cluster analysis of breakfast foods, April 2018
- Karen: Convince me
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- Figure 42: Profile of Karen: Convince me, April 2018
- Opportunities
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- Figure 43: Breakfast consumption (home), by segmentation April 2018
- Alyssa: I’ll take it
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- Figure 44: Profile of Alyssa: I’ll take it, April 2018
- Opportunities
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- Figure 45: Breakfast attributes, by segmentation, April 2018
- Tammy: Traditional and tired
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- Figure 46: Profile of Tammy: Traditional and tired, April 2018
- Opportunities
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- Figure 47: Source of breakfast, by segmentation, April 2018
- David: Driven by value
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- Figure 48: Profile of David: Driven by value, April 2018
- Opportunities
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- Figure 49: Breakfast attitudes/behaviors – Tone, by segmentation, April 2018
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Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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