Bundle: Breakfast Trends and Opportunities (3 Reports)

 
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Published Aug 27, 2018 | 339 Pages | Pub ID: LA15758985

Bundle: Breakfast Trends and Opportunities (3 Reports) 

This bundle is ideal for anyone seeking an in-depth, panoramic examination of the American market for breakfast products at retail and breakfast culinary trends at foodservice. Featured in this collection are three Packaged Facts reports published in 2018:
  • Breakfast: Retail Product Trends and Opportunities in the U.S., 2nd Edition (July 2018)
  • Breakfast and Breakfast Foods All Day: Culinary Trend Tracking Series (May 2018)
  • Eggs: Culinary Trend Tracking Series (May 2018)
Combined the reports offer 300+ pages of trends, insights, market analysis, estimates, projections, charts, and graphs. All this and more is available at a discounted price of $4,495—a savings of $2,000 compared to purchasing all three reports individually.

Breakfast: Retail Product Trends and Opportunities in the U.S., 2nd Edition

As analyzed and quantified in this report, several factors frame the market prospects for breakfast foods. Although the total population is expected to increase from 2018 to 2020, the fastest-growing age group are seniors, so breakfast players will need to be mindful of the habits and preferences of the older consumer to ensure market stability. Accounting for more than 60 million in 2018, Hispanics represent 18.5% of the population, and this group is set to grow 9.3% through 2020, requiring appeal to culturally specific values and priorities. While the child population will remain fairly static between 2018 and 2020, children wield significant influence in household food purchases, particularly in the case of breakfast cereal. Health and wellness trends have significant impact on consumer attitudes and behaviors when food shopping, and current trends include a greater focus on low/no sugar or low/no added sugars, which can challenge many breakfast food segments. Notably, breakfast believers—those who agree breakfast is more important than lunch or dinner—are more apt to shop Walmart for groceries. Additionally, combining portability and health in breakfast products is a key innovation trend.

This report details market opportunities in breakfast-oriented foods grouped into six categories: cereal, frozen breakfast, breakfast breads, breakfast proteins, yogurt & smoothies, and “other” breakfast foods. By retail sales cold cereal (at $9.5 billion), bacon, and cup yogurt are the leading product types, but refrigerated yogurt drinks/smoothies take the lead by projected compound annual growth rate through 2022.

Report Methodology

Breakfast: Retail Product Trends and Opportunities in the U.S. covers consumer usage patterns, market innovation, and marketing strategies by category across this market. Data sources include a proprietary December 2017 consumer survey, based on national online research panels that are census representative on the primary demographic measures of age, gender, geographic region, race/ethnicity, and household income. Also featured are consumer demographic, attitude, and trend data derived from Simmons Research national consumer surveys, which are booklet-based surveys of a large and random sample of consumers who in aggregate represent a statistically accurate cross-section of the U.S. adult population.

Breakfast and Breakfast Foods All Day: Culinary Trend Tracking Series

Breakfast and Breakfast Foods All Day: Culinary Trend Tracking Series
tracks the rising profiles or fresh incarnations of the following menu items along with retail counterparts:
  • Asian Breakfast in the A.M.
  • Breakfast Bowls of Champions
  • Chilaquiles and Migas: Beyond the Breakfast Burrito
  • Donuts with a Difference
  • Eggs Benedict
  • Frittatas as Open-Faced Omelets
  • Juiced Up Juices
  • Breakfast Sausage Breaks Out
  • Shakshuka: Poached Eggs Middle East Style
  • Toast and Breakfast Sandwiches
  • Waffles, French Toast, and Pancakes
The analysis provides various types of market research and menu/product development information, including a menu data-supported introduction to these trending dishes and ingredients; a generous listing of current menu items and images; detailed, on-target trend translation tips for menus and retail food; and fresh, relevant insights for tying substantive innovation to culinary and consumer market trends.

Breakfast doesn’t need to be a perfunctory meal best served in the morning. To capitalize on consumers’ free-form dining ways, many restaurants are creating single menus that work all day, incorporating everything from morning coffee to midnight snacks. All-day breakfast selections that can shape-shift their way through the day, multipurposing for breakfast, lunch, post-work drinks and takeout, dinner, and midnight snacks. Breakfast food menus and retail products can appeal to all budgets, all levels of appetite, and all food preferences and dietary requirements.

With the erosion of three squares a day and a clear distinction between light meals and heavy snacks, the percent of U.S. adults who agree that breakfast is the most important meal a day has notched down somewhat from 57% in 2007 to 52% in 2017. Even so, breakfast still beats the pancakes out of lunch (18%) or dinner (19%) by this measure. Beyond eggs, bacon, and toast, new incarnations of biscuits, donuts, and batter dishes such as waffles and pancakes have all hit the bigtime, born again as artisanal expressions of a new generation’s creativity. There are also specialty functional juices, signature breakfast sausage sandwiches, and fruit/grain food bowls to quell thirst or hunger any time of day. At the same time a widening range of global breakfast specialties continue to hit the trendwaves: Asian heritage bao, breakfasty versions of banh mi, and congee; spicy Mexican chilaquiles and migas; Italian-style fritatas; and Middle Eastern shakshuka. Several key drivers propelling these food trends are also discussed throughout this report.

Eggs: Culinary Trend Tracking Series

Eggs have always been a restaurant and home kitchen workhorse, but they have garnered new levels of respect.

As Eggs: Culinary Trend Tracking Series notes, consumers are seeking higher levels of protein in their diets—a movement favorable to eggs, with their six grams of high-quality protein. A single egg does contain 62% of the currently recommended daily intake for cholesterol, but the new nutritional consensus is that the cholesterol level in foods should not be of special dietary concern. And though growing consumer attention to livestock animal welfare presents a business and ethical challenge, specialty brands and product offerings are at least addressing these issues, as are related trends in the meat, poultry, and dairy cases.

While fresh eggs as grocery products have held a high and steady 93-94% usage rate over in U.S. households, according to national consumer survey data from Simmons Research, the percentage choosing to buy organic eggs notched up from 22% in 2010 to 26% in 2017. At the same time, Simmons data show that specialty egg offerings draw a significantly high share of health-conscious food shoppers, while store brands do the reverse. Dedicated vegetarians, for example, are nearly twice as likely to buy Land O’ Lakes, a brand line featuring organic eggs, cage-free eggs, and brown eggs with ALA Omega 3.

Eggs are also the menu-maker’s best friend: they are relatively inexpensive proteins, super-adaptable, and play well with a multitude of other ingredientsꟷfrom breakfast to late-night, and for carnivores and vegetarians alike. This report tracks the rising profiles or new incarnations of the following menu items:
  • Chilaquiles and Migas (Hispanic breakfast egg dishes)
  • Deviled Eggs
  • Eggs Benedict
  • Frittatas
  • Okonomiyaki Japanese Pancakes
  • Meringues
  • Shakshuka (Middle Eastern poached eggs in savory sauce)
  • Sous Vide/Slow-Cooked Eggs
  • Egg Yolks
Eggs: Culinary Trend Tracking Series provides various type of market research and menu/product development information, including a menu data-supported introduction to these trending dishes and ingredients; a generous listing of current menu items and images; detailed, on-target trend translation tips for menus and retail food; and fresh, relevant insights for tying substantive innovation to culinary and consumer market trends.
Breakfast: Retail Product Trends and Opportunities in the U.S., 2nd Edition

CHAPTER 1: EXECUTIVE SUMMARY
THE MARKET
Scope of Report
Report Methodology
REPORT SUMMARY
Market Factors
Segment Dollar Size vs. Projected Growth Rate Leaders
Table 1-1 Current and Projected U.S. Retail Sales of Selected Breakfast Products: By Category and
Segment, 2016 vs. 2017 and 2022P (in millions of dollars and percent change)
Attitudes Toward Breakfast
Cereal
Frozen Breakfast
Breakfast Breads
Breakfast Proteins
Yogurt & Smoothies
Other Breakfast Foods
CHAPTER 2: MARKET FACTORS
KEY POINTS
POPULATION TRENDS
Aging Population Impacts
Table 2-1 Total U.S. Population by Age Demographic, 2016-2020 (in number and percent of adult population)
Growth of Multicultural Population Influences Market
Table 2-2 U.S. Population by Race/Ethnicity, 2016-2020 (in number and percent of population)
THE FAMILY HOUSEHOLD
Focus on Child Consumer to Foster Strong Breakfast Habits
Table 2-3 U.S. Child Population by Age Bracket, 2016-2020 (in number and share of child population)
Kids Wield Power Over Household Food Purchases, Especially Breakfast Foods
Figure 2-1 Kids as Influencers, December 2017 (percent of respondents with children under 18 in HH)
Table 2-4 Kids as Influences by Food Type, December 2017 (percent of respondents with children under 18 in HH)
INCOME, CONSUMER CONFIDENCE, AND IMPACT GROCERY SPENDING
Highest Household Income Demographics
Figure 2-2 Median Household Incomes, by Age of Householder, 2016
Rising Consumer Confidence Equates to Willingness to Spend
Figure 2-3 Consumer Confidence, 2008-2018
Gap Narrows Between Food Sales at Home and Away From Home
Figure 2-4 Food Sales, 2008-2018
HEALTH AND WELLNESS TRENDS
American’s Waistlines Still Expanding
Figure 2-5 Trends in Adult and Youth Obesity, 1999–2000 through 2013–2014
The Importance of Health-Related Product Claims and Positioning
Table 2-5 Shopper Draw for “No/Low” Claims, December 2017 (percent of adults)
Table 2-6 Shopper Draw for Selected Dietary Lifestyle Product Claim, December 2017 (percent of adults)
Implications for the Breakfast Food Market
Healthy Breakfast Food at Retail
Figure 2-6 Annie’s Homegrown Cereals
Figure 2-7 Amy’s Kitchen
Figure 2-8 Nature’s Path Sunrise Breakfast Biscuits
The struggle between healthful and indulgent breakfast food at restaurants
RETAIL SALES PROJECTIONS AND TRENDS
Segment Dollar Size vs. Projected Growth Rate Leaders
Table 2-7 Current and Projected U.S. Retail Sales of Selected Breakfast Products: By Category and Segment, 2016 vs. 2017 and 2022P (in millions of dollars and percent change)
Walmart Leads in Grocery Retail
Table 2-8 Selected Retail Chains Shopped, 2017 (percent)
CHAPTER 3: ATTITUDES TOWARD BREAKFAST
KEY POINTS
Breakfast as the Most Important Meal of the Day
Table 3-1 Attitudes Toward Relative Importance of Mealtimes, 2017 (percent)
The “Breakfast Believer”
Table 3-2 Usage Indexes for Breakfast Prioritizers by Demographic, 2017
Breakfast Believers Tend to be Health-Minded
Table 3-3 Selected Attitudes Toward Health and Food: Households Overall vs. Breakfast Prioritizers, 2017
Breakfast Believers Feel Guilty Indulging in Sweets or Fattening Foods
Table 3-4 Selected Attitudes Toward Indulgence and Food: Households Overall vs. Breakfast Prioritizers, 2017
Household Penetration of Breakfast Foods
Figure 3-1 Household Usage Rates of Selected Breakfast Foods, 2017 (percent)
Table 3-5 Household Usage Rates and Indexes of Selected Breakfast Foods, 2017
CHAPTER 4: CEREAL
KEY POINTS
HOUSEHOLD PENETRATION OF CEREAL
Highest Usage Rates Among Breakfast Foods
Table 4-1 Usage Rates for Cereal, 2017 (number and percent of households)
Trends Over Time
Figure 4-1 Household Usage Rates for Cereal, 2007-2017 (percent)
Key Demographics
Table 4-2 Usage Indexes for Cereal by Demographics, 2017
MARKETING AND PRODUCT TRENDS
Sweetening the Cereal Bowl to Drive Kid Appeal
Figure 4-2 Kellogg’s Unicorn Cereal
Figure 4-3 Post Cookie Cereals
Figure 4-4 Kellogg’s Chocolate Cereals
Overnight Oats Hit Morning Trifecta: Health, Quick Prep, and Portability
Figure 4-5 Quaker Overnight Oats
Figure 4-6 Dave’s Gourmet Overnight Oats
Hot Cereals Focus on Single-Serve, Portable Formats Underscored With Health Claims
Figure 4-7 thinkThin Protein & Fiber Hot Oatmeal
CHAPTER 5: FROZEN BREAKFAST FOODS
KEY POINTS
HOUSEHOLD PENETRATION OF FROZEN BREAKFAST FOODS
Waffles Post Highest Usage Rates
Table 5-1 Usage Rates for Frozen Breakfast Foods, 2017 (number and percent of households)
Trends Over Time
Figure 5-1 Household Usage Rates for Frozen Breakfast Foods, 2007-2017 (percent)
Key Demographics: Frozen Waffles/Pancakes/French Toast
Table 5-2 Usage Indexes for Frozen Waffles/Pancakes/French Toast by Demographics, 2017
Key Demographics: Frozen Entrées/Sandwiches
Table 5-3 Usage Indexes for Frozen Entrées/Sandwiches by Demographics, 2017
MARKETING AND PRODUCT TRENDS
Innovation Attributes
Kid Appeal
Figure 5-2 Eggo
Figure 5-3 Bagel Bites Breakfast
Premium Quality and Unique Flavors
Figure 5-4 WaffleWaffle
Figure 5-5 Jimmy Dean Premium Breakfast Bowl
Figure 5-6 El Monterey Morning Squares
Nutrition
Figure 5-7 Vans Simply Wholesome
Figure 5-8 Kodiak Cakes Toaster Waffles
CHAPTER 6: BREAKFAST BREADS
KEY POINTS
HOUSEHOLD PENETRATION OF BREAKFAST BREADS
Perennial Favorites
Table 6-1 Usage Rates for Breakfast Breads, 2017 (number and percent of households)
Trends Over Time
Figure 6-1 Household Usage Rates for Breakfast Breads, 2007-2017 (percent)
Key Demographics: Bagels, Croissants, and Packaged Muffins
Table 6-2 Usage Indexes for Bagels, Croissants, Packaged Muffins by Demographics, 2017
Key Demographics: Breakfast Pastries
Table 6-3 Usage Indexes for Breakfast Pastries by Demographics, 2017
MARKETING AND PRODUCT TRENDS
Balancing Health and Indulgence
Integrating Health
Figure 6-2 Franz Bakery Bagels
Figure 6-3 Muffin Revolution
The Indulgent Factor
Figure 6-4 Entenmann’s Little Bites
Figure 6-5 Lidl Italiamo
CHAPTER 7: BREAKFAST PROTEINS
KEY POINTS
HOUSEHOLD PENETRATION OF BREAKFAST PROTEINS
Eggs, Bacon, and Sausage: Breakfast and Breakfast All Day
Table 7-1 Usage Rates for Breakfast Proteins, 2017 (number and percent of households)
Trends Over Time
Figure 7-1 Household Usage Rates for Breakfast Proteins, 2007-2017 (percent)
MARKETING AND PRODUCT TRENDS
Cues from Menu Trends
Breakfast Bowls
Figure 7-2 McDonald’s Breakfast Bowls
Breakfast Hash
Figure 7-3 Hash Kitchen Facebook Post, May 2018
CHAPTER 8: YOGURT & SMOOTHIES
KEY POINTS
HOUSEHOLD PENETRATION OF YOGURT & SMOOTHIES
Quick Breakfast Solutions
Table 8-1 Usage Rates for Yogurt & Smoothies, 2017 (number and percent of households)
Trends Over Time
Figure 8-1 Household Usage Rates for Yogurt & Smoothies, 2007-2017 (percent)
Key Demographics
Figure 8-2 Yoplait Go-Gurt Sour Patch Kids
Table 8-2 Usage Indexes for Yogurt & Smoothies by Demographics, 2017
MARKETING AND PRODUCT TRENDS
Innovation Through Flavor and Variety Expansion
Mix-In Mania
Figure 8-3 Chobani Flip Morning
Figure 8-4 Yoplait Mix-Ins
Figure 8-5 Noosa Mates
International Yogurts
Figure 8-6 Wallaby Organic
Figure 8-7 Icelandic Provisions Skyr
Figure 8-8 Oui by Yoplait
Non-dairy
Figure 8-9 Silk Yogurt Alternatives
Figure 8-10 Kite Hill Almond Milk Yogurts
Figure 8-11 Good Karma Flax Milk Yogurts
Figure 8-12 Forager Cashew Milk Yogurts
CHAPTER 9: OTHER BREAKFAST FOODS
KEY POINTS
HOUSEHOLD PENETRATION OF SELECT OTHER BREAKFAST FOODS
Several Popular Types of Breakfast Bars
Table 9-1 Usage Rates for Select Other Breakfast Foods, 2017 (number and percent of households)
Trends Over Time
Figure 9-1 Household Usage Rates for Select Breakfast Foods, 2007-2017 (percent)
Key Demographics: Breakfast/Cereal/Granola Snacks & Bars
Table 9-2 Usage Indexes for Breakfast/Cereal/Granola Snacks & Bars by Demographics, 2017
Key Demographics: Toaster Pastries
Table 9-3 Usage Indexes for Toaster Pastries by Demographics, 2017
MARKETING AND PRODUCT TRENDS
Toaster Pastries Focus on Kid Flavors
Figure 9-2 Pop-Tarts Facebook, December 2017
Figure 9-3 Pop Tarts Flavors
Breakfast/Cereal/Granola Snacks & Bars Focus 0n Convenient Nutrition
Figure 9-4 Nature Valley
Figure 9-5 RxBar
Figure 9-6 Lärabar Nut & Seed


Breakfast and Breakfast Foods All Day: Culinary Trend Tracking Series

Introduction: Scope of Report
Forward
PROFILES
Asian Influences in the A.M.
Biscuit Love
Breakfast Bowls of Champions
Chilaquiles and Migas: Beyond the Breakfast Burrito
Donuts with a Difference
Bent Eggs Benedict
Frittatas as Open-Faced Omelets
Juices
Breakfast Sausage Breaks Out
Shaksuka: Poached Eggs Middle East Style
Toasts and Breakfast Sandwiches
Waffles, French Toast, and Pancakes


Eggs: Culinary Trend Tracking Series

Introduction: Scope of Report
Forward
PROFILES
Chilaquiles and Migas: Beyond the Breakfast Burrito
Deviled Eggsplosion
Bent Eggs Benedict
Frittatas as Open-Faced Omelets
There’s More to Meringue …
Okonomiyaki: As You Like It Japanese Pancakes
Shaksuka: Poached Eggs Middle East Style
Sous Vide/Slow Cooked Eggs
Yolk-Centric

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