Author: Bob Johnson
Breakfast is often called the most important meal of the day. And it certainly doesn’t need to be boring. Consumers’ views and expectations on the day’s first meal continue to evolve. And whether its grab-and-go options for an office employee or a stack of pancakes for the kids before school, fresh and frozen breakfast options remain big sellers for grocery stores.
The breakfast food market will grow by $125 billion from 2022 to 2027, with an annual CAGR of 5.31%. With that kind of growth, it is crucial for grocers to understand consumer trends in the breakfast space and the types of foods they are seeking. Here are 3 consumer trends we are witnessing at the breakfast table.
1. Consumers Think “The Best Time for Breakfast is All the Time”
Who says breakfast is just for the morning? More and more consumers are choosing to consume breakfast foods all day long, whether it’s weekend brunch or even “brinner”. In fact, research shows that 65% of Americans eat breakfast for dinner at some point. With more than half of consumers viewing breakfast foods like omelets, hashbrowns and pancakes as all-day foods, this increases the likelihood of these foods and their ingredients finding their way into consumer’s baskets.
2. Consumers Want Healthy, Sustainable Foods
More sustainable foods and lifestyles are on-trend. And breakfast foods are no exception. As many as 2/3 of consumers say their nutrition is most important at breakfast time. Consumers are searching for delicious and nutritious options that are better for the planet and their bodies. Plant-based and vegan product demand continues to rise—with many choosing almond milks to beyond breakfast sausage made from peas and rice. As these alternatives continue to increase and evolve, it’s beneficial for stores to include those offerings alongside traditional breakfast food items.
3. Consumers Need Foods that are Grab & Go, Quick & Easy
Life gets hectic, and many find that grab and go breakfast options are the answer. Breakfast foods requiring minimal or no prep time are increasingly popular, as are easy meal prep options like overnight oats or smoothies. Another fast avenue for breakfast foods is frozen. Frozen food sales have continued to increase after their explosive popularity during the pandemic. Many quick and healthy breakfast options can be found in the frozen aisle alongside more classic breakfasts like frozen waffles, pastries and more.
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