November 18, 2024 – In the US and Canada, the concept of breakfast is changing. This is because of cultural and economic changes and changes in the populations of each country. Innova Market Insights looks at key consumer trends about breakfast market, as well as product launch data to detect trends in new breakfast product innovation. Companies that understand consumer trends and innovation trends regarding breakfast can target their strategies toward the needs and preferences of their consumers.
Breakfast Cereal Trends and More
Cereal is the classic category for the breakfast market. Innova also has been tracking other food and beverage categories with products bearing breakfast-related language such as ‘breakfast’, ‘morning’, and ‘start your day’. After a few years of decline, launches of breakfast products went up in 2023-2024. The US accounts for a majority of new breakfast product launches in North America. Companies can seek innovation opportunities for breakfast items that are convenient and healthy in the breakfast market.
Because breakfast is considered the most important meal of the day, companies can use health claims and information to educate consumers about healthier breakfast options. Launches of breakfast items that are convenient and easy to pair with other breakfast foods and beverages are prominent. Innova tracking of product launches shows growth in breakfast items that are convenient and ready prepared.
Consumers Eat Breakfast at Home
In a recent consumer trends research, Innova Market Insights asked consumers to name the meal occasions when they eat at home. About half said breakfast. Time is tight in the morning, so convenience is essential for home breakfast options. Innova also questioned consumers about time of day for consuming particular foods and beverages. Cereals and coffee were the most named breakfast items.
Immunity and Less Sugar in Breakfast Items
The top claims for launches are immune health and sugar reduction, followed by free of high fructose corn syrup (HFCS) in the breakfast market. Claims with less penetration include vitamin/mineral fortified, low/no/reduced cholesterol, and bone health. Since growth is static in launches with other types of health claims, companies have an opportunity to innovate in breakfast food and beverage products with health claims.
Soft Drink Beverages are Fastest Growing Breakfast Items
The soft drinks category leads growth in breakfast categories, driven by innovation in drink concentrates/mixes and meal replacements. These often have appealing health benefits such as immune health, skin health, and digestive health. Although launch numbers are relatively low, consumers say that juices, juice drinks and smoothies, and iced coffee are the soft drinks that they consume most often at breakfast.
Several Items are Common at Breakfast
Breakfast market research shows that several types of foods and beverages are most highly consumed at breakfast. Cereals and bread/bread products are popular but not growing so these subcategories are ripe for innovation. Creamers lead dairy launches for breakfast, followed by spoonable dairy yogurt and drinking yogurt/fermented beverages. Honey and other sweet spreads are used mainly as a bread topping for bread products.
Snacks Move to Breakfast Trends
Breakfast market research shows that snack foods are inching into breakfast. When participants in consumer trends research were asked which snack food they prefer for breakfast, eggs and egg-based snacks were named #1, followed by breads and bread snacks, and fruits and vegetables. Furthermore, consumers said that health, convenience, and satiety are important factors.
Top 10 Trends and Breakfast
Three Innova Market Insights Top 10 Trends are particularly relevant to breakfast trends. Trend #1, Ingredients: Taking the Spotlight, highlights key ingredients such as the ancient grains in some breakfast innovations. Trend #6, Home Kitchen Heroes, emphasizes the return to home cooking of dishes such as breakfast skillets. Trend #7, Indulging in Health, captures the launching of breakfast foods that are both indulgent and healthy.
What’s Next in Breakfast Market Trends in the US and Canada?
Since breakfast is associated with health, value-driven nutrition with added vitamins, minerals, adaptogens, and ancient grains in breakfast products can attract consumers who recognize the importance of a healthy breakfast. Manufacturers can introduce innovative breakfast items with functional benefits in the breakfast market.
Manufacturers can innovate by going beyond traditional breakfast categories. These can include beverages with textural ingredients, including chia seeds and aloe vera, that can boost satiety. Healthful drinks like kefir and kombucha easily fit into a breakfast meal. Breakfast snack foods can be portable and rich in nutrition benefits. Some examples are oatmeal bites and protein muffins. Manufacturers can innovate smoothies to add fun features and introduce hybrid items like pancake bites and waffle chips in the breakfast market.
Breakfast items that deliver convenience with consciousness meet the lifestyle and nutrition needs of consumers on-the-move. That is why innovation in ready-to-eat and portable breakfast options is growing. Companies can create opportunities in nutrient-dense breakfast bars, drinkable meals, and single-serve smoothie packs. Meal kits are another area for innovation since pre-portioned ingredients and ready-to-eat dishes are well suited to busy lifestyles.
This article is based on Innova’s Trending in Breakfast Occasions in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
