Breakfast: Retail Market Trends and Opportunities in the U.S.

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Published Apr 29, 2016 | 119 Pages | Pub ID: LA5790301

Breakfast: Retail Market Trends and Opportunities in the U.S.

For many consumers, breakfast choices involve removing pain points that clog the flow of their day and weighing breakfast choices in terms of value for time. In each case, cost lurks in the background: the breakfast someone normally has is not a splurge or a special occasion; it’s part of the weekly budget for everyday spending. As suggested by 2006-2015 consumer usage trends, this puts portability near the top of the retail breakfast list, but healthfulness also plays a complicated role in consumer breakfast choice. Given the breadth and depth of the market, room for indulgence does exist, and while traditional retail breakfast staples have found harder going, innovation across this spectrum suggests continued opportunity, as does daypart expansion and cross-usage.

Breakfast: Retail Market Trends and Opportunities in the U.S. analyzes industry and consumer trends shaping the U.S. retail breakfast market. This report analyzes eight food and beverage categories significant to the retail market for breakfast, including hot and cold cereal; breakfast entrées and sandwiches; pancakes, waffles and French toast; breakfast baked goods; breakfast meats and meat alternatives; yogurt; breakfast & nutrition bars and breakfast supplements; and kids’ breakfast.

In each case, the report 1) trends and analyzes the given category with consideration of key demographics to provide insight into growth opportunities and challenges; 2) covers category performance as it relates to consumer attitudes and behavior toward breakfast with a focus on how users define their normal breakfast; and 3) presents marketing and new product trends that are influencing the category in the grocery aisle.

A key approach to the report involves the various ways consumers approach and define breakfast, a topic developed in its own section. In particular, it assesses how consumers define the breakfast that they normally have, as well as the relative importance they have ascribed to breakfast over time, and the degree to which consumers view breakfast as part of their routine. These results are woven into analysis as appropriate throughout the report.

The report also identifies challenges and opportunities relevant to retail breakfast marketers. It does so by digging into consumer need states that influence breakfast choices by comparing rationales for eating cold cereal and cereal/granola/ nutrition bars. To position growth opportunities within the breakfast daypart and beyond, it also analyses the extent to which breakfast foods straddle breakfast and snacking, as well as the degree to which consumers snack in the morning. Finally, it examines opportunities related to health and wellness, identifying the degree to which organic foods and gluten intolerant users eat a variety of breakfast foods; and the value consumers ascribe to healthy breakfast.

Finally, the report details usage growth in limited-service and full-service restaurant usage during 2006-2015, and the impact high-frequency restaurant breakfast users have on the retail market. It also compares consumer usage of 19 types of breakfast items at restaurants and at home, applying ratios suggesting at-home or at-restaurant usage dominance.


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        •   Breakfast Food Usage by Type, 2006 vs. 2015
        •   Breakfast Foods Usage by Type: Percentage Change, 2006-2015, 2006-2009, 2009-2012 and 2012-2015

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        •   How Consumers Define Breakfast: Selected Definitions by Demographic, 2016

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        •   How Consumers Define Breakfast: Top Energy and Health Definitions by Demographic, 2016

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        •   Breakfast Is More Important than Lunch or Dinner: Percentage Who Strongly Agree by Demographic, 2015

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        •   Tendency to Eat Same Foods for Breakfast, 2016

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        •   Tendency to Substitute Breakfast with a Snack, 2016
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        •   Households That Use Organic Food: Breakfast Foods Used by Type, 2015
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        •   Diet Watchers and Gluten Intolerant: Household Breakfast Foods Used by Type, 2015

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        •   Breakfast Importance and Healthfulness, 2016

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        •   High-Frequency Restaurant Breakfast Usage by Demographic, 2016
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        •   Cold Cereal Household Usage Frequency Share, 2011 vs. 2015

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        •   Hot Cereal Household Usage Frequency Share, 2011 vs. 2015

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        •   Cold and Hot Cereal Usage by Demographic, 2011 vs. 2015

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        •   Frozen Breakfast Entrées & Sandwiches Usage by Demographic, 2011 vs. 2015

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        •   Frozen Waffles, Pancakes and French Toast Usage by Demographic, 2011 vs. 2015

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        •   Breakfast Baked Goods Usage by Type and Demographic, 2015

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        •   Eggs, Bacon and Sausage Usage by Demographic, 2011 vs. 2015
        •   Meat Alternative and Breakfast Meat Alternative Usage by Demographic, 2011 vs. 2015

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        •   Yogurt/Smoothie Usage by Type and Demographic, 2015

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        •   Breakfast Bar, Energy/Diet Bar and Breakfast Supplement Usage by Demographic, 2006-2015

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        •   Breakfast Food Usage by Type and Presence of Children in Household, 2015

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        •   Breakfast Food Usage by Type Among Households with Kids: By Number of Kids in Household, 2015

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        •   Breakfast Food Usage by Type Among Households with Kids: By Age of Kids in Household, 2015

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        •   Breakfast Food Usage by Type Among Households with Kids: By Household Income, 2015
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