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Title: U.S. Market for Breakfast Foods and Beverages
Published: March 2005

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The following is the abstract from the full report:
Consumers’ demand for prepared foods that can be consumed on the go, concern with health and wellness, and ongoing interest in lower-carb/higher-protein diets are working together to rejuvenate and transform the breakfast foods market. This all-new Packaged Facts report examines the trends and products in the U.S. market for cereal and breakfast/cereal bars, bacon and other breakfast meats, eggs and egg substitutes, breakfast bread items such as bagels and muffins, other traditional breakfast fare (pancakes, waffles, French toast, etc.), and newer entries including breakfast sandwiches and yogurt drinks.

In each category, the report focuses on the strongest segments (including breakfast bars, fresh eggs, and refrigerated bacon) and recent innovations, such as specialty eggs and pre-cooked bacon. Both standout segments and market drivers—e.g., the convenience factor, diet plans, eating right, and the natural/organic trend—are examined through IRI sales data, Productscan new product reports, and Simmons consumer surveys.

The report gives special attention to industry efforts to get more adults—especially men—to eat breakfast foods more often, if the market is to continue to grow. Most kids already eat breakfast, and the under-18 population is not increasing. Ramped up adult consumption is particularly important in cold cereal, the market’s largest segment, whose sales have been declining.

Leading marketers are profiled—among them, General Mills, Kellogg, Kraft, and PepsiCo—along with specialists in healthier prepared foods such as Atkins Nutritionals, Keto Foods, and Carbolite Foods. The report also analyzes key competitive and marketing trends, advertising expenditures and positioning, and retail trends, including a final chapter that pinpoints future growth opportunities in products, packaging, marketing, and merchandising.

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