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Breakfast Eating Habits - Motivations and Attitudes - Canada - July 2016

"The competition to be the go-to option at breakfast has never been fiercer as retail manufacturers and foodservice operators battle for share of stomach in the morning. While most Canadians look to breakfast to help them start their day off right, “right” has different meanings for different consumer segments, as this Report addresses. The importance of habit makes the morning battleground all the more important with nearly half of Canadians agreeing that they “eat the same breakfast foods on most weekdays”. Essentially, meeting customers’ needs at breakfast can have a significant payoff due to the high likelihood of frequent and repeatable behaviour."
- Joel Gregoire, Senior Food & Drink Analyst

This report discusses the following key topics:

  • Ageing population impacts out-of-home breakfast eating habits
  • Lack of trust in pre-packaged offerings at breakfast
  • Tepid interest in new and different options at breakfast

Canada’s aging population presents both challenges and opportunities for manufacturers and foodservice operators. There are few life changes that have more of an impact on one’s eating habits than retirement. The need for convenient meal solutions while ‘out’ dissipates markedly as commuting and working schedules change. Canadian foodservice operators have been cognisant of this and have taken steps to address this changing behaviour through significant investment in breakfast programs that are designed to draw in Millennials and working age adults.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
        • Food categories
          • Beverage categories
            • Venues
            • Executive Summary

              • The issues
                • Aging population impacts out-of-home breakfast eating habits
                  • Figure 1: Percent of breakfast consumers who eat breakfast at QSRs or coffee shops during a typical month, by age, May 2016
                • Lack of trust in pre-packaged offerings at breakfast
                  • Tepid interest in new and different options at breakfast
                    • Figure 2: Factors considered when choosing one breakfast product over another, May 2016
                  • The opportunities
                    • Portability key at the occasion, but home remains important
                      • Figure 3: Breakfast location (any frequency), May 2016
                    • Different nutritional positionings resonate with different groups
                      • Figure 4: Interests in breakfast food nutritional claims, 18-44s vs over-45s, May 2016
                    • Canadians open to eating breakfast foods outside of breakfast
                      • Figure 5: Percent of consumers who agree breakfast foods are good to eat anytime of the day, by gender, May 2016
                    • What it means
                    • The Market – What You Need to Know

                      • Canadians are more time-pressed
                        • Breakfast well positioned to focus on holistic health
                          • Canada’s aging population represents a potential shift in breakfast eating habits
                          • Market Factors

                            • Canadians are more time-pressed
                              • Focus on health and weight management to continue
                                • Figure 6: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2010-14
                              • Canada’s aging population represents a potential shift in breakfast eating habits
                                • Figure 7: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                            • Key Players – What You Need to Know

                              • Expanding breakfast foods beyond the morning
                                • Portable categories showing higher long-term growth
                                  • Fusion opportunities a chance to ‘jazz up’ breakfast
                                  • What’s Working?

                                    • Breakfast foods extend beyond the morning
                                      • Portable options experiencing growth
                                        • Figure 8: Retail market value sales, breakfast cereals and yogurt, 2011-15
                                    • What’s Struggling?

                                      • Consumers identify lack of trust in manufactured breakfast foods
                                      • What’s Next?

                                        • Fusion opportunities represent a chance to ‘jazz up’ breakfast
                                          • Superfoods claims are more prominent in new launches
                                            • Figure 9: Share of global “superfood”, “superfruit” or “supergrain” food launches, by category, 2015
                                            • Figure 10: Top ingredients, by share growth among global “superfood”, “superfruit” or “supergrain” food launches, 2014 and 2015
                                            • Figure 11: PC Organics Kefir and Strawberry Kefir and Iogo Strawberry Drinkable Yogurt, May 2016 and June 2016 (Canada)
                                            • Figure 12: Stoked Oats Redline Oats Walnut, Coffee & Organic Dark Chocolate Oatmeal Blend, June 2016 (Canada) and President’s Choice Blue Menu Quinoa & Wheat Flakes with Ancient Grain Clusters, March 2015 (Canada)
                                            • Figure 13: Big Life Living Bio-Functional Nutrition for Her and Him, May 2016 (Canada)
                                            • Figure 14: Quaker Steel Cut Oats, March 2016 (Canada)
                                          • Hearty breakfast foods by the handful
                                            • Figure 15: Kellogg’s Special K Flatbread Egg & Sausage, November 2012, Protein Multigrain Sandwich with Egg, Ham & Pepper Jack Cheese, February 2014 (Canada)
                                            • Figure 16: Jimmy Dean Bacon & Veggies and Sausage & Cheese Stuffed Hash Browns, July 2016 (US)
                                            • Figure 17: Jimmy Dean Delights Turkey Sausage & Veggies, Turkey Sausage & Bacon Frittatas, April 2016 (US)
                                        • The Consumer – What You Need to Know

                                          • Taste and nutrition are key drivers of breakfast food selection
                                            • Consumers most interested in innovation related to nutrition
                                              • Older and younger consumers hold different interests at breakfast
                                                • Multiple venues prove popular for eating breakfast
                                                  • Coffee is breakfast’s go-to beverage
                                                  • Venue Selection at Breakfast

                                                    • Multiple venues prove popular for eating breakfast
                                                      • Figure 18: Breakfast location (any frequency), May 2016
                                                      • Figure 19: Kellogg’s Salted Caramel & Praline Almond Breakfast Mix, February 2016 (US)
                                                    • Home remains the most frequently used location for breakfast
                                                      • Figure 20: Breakfast location, by frequency, May 2016
                                                    • Age impacts venue selection
                                                      • Figure 21: Breakfast at QSRs and coffee shops (any frequency), by age, May 2016
                                                    • Gender impacts venue selection
                                                      • Figure 22: Breakfast at select venues (any frequency), by gender, May 2016
                                                      • Figure 23: Breakfast at QSRs and coffee shops (any frequency), by gender and age, May 2016
                                                  • Breakfast Selection Drivers

                                                    • Taste dominates as the most important driver of food selection
                                                      • Figure 24: Factors considered when choosing one breakfast product over another, May 2016
                                                      • Figure 25: ‘Satisfies a craving’ as a factor when choosing one breakfast product over another, by age and gender, May 2016
                                                      • Figure 26: Restaurant-related breakfast attitudes, by age, May 2016
                                                    • Nutrition is key component in deciding on breakfast foods
                                                      • Figure 27: Percent of breakfast consumers who agree that it’s important to start the day off with a healthy breakfast, by age and gender, May 2016
                                                    • Women more likely to consider energy and functionality
                                                      • Figure 28: Importance of “nutritious”, “provides energy”, “hot/heated food”, “satisfies a craving” in breakfast product selection, by gender, May 2016
                                                    • Opportunity to address skipping among younger Millennials
                                                      • Figure 29: Time-related breakfast attitudes, by age, May 2016
                                                  • Interest in Innovation

                                                    • Nutrition is of key importance in breakfast innovation
                                                      • Figure 30: Top areas of interest for breakfast foods, May 2016
                                                      • Figure 31: Quaker Maple & Brown Sugar High Protein Instant Oatmeal, May 2016 (Canada)
                                                      • Figure 32: Kellogg’s Vector Meal Replacement Cereal, February 2016 (Canada)
                                                    • Older and younger consumers hold different interests at breakfast
                                                      • Figure 33: Interests in breakfast food nutritional claims, 18-44s vs over-45s, May 2016
                                                      • Figure 34: Interest in fortified breakfast foods and specialized breakfast meals, by age, May 2016
                                                    • Canadians are open to eating breakfast food at different dayparts
                                                    • Breakfast Food and Beverage Preferences

                                                      • Demand for different breakfast foods varies by venue
                                                        • Figure 35: Correspondence analysis – Usage, May 2016
                                                      • Bread, cereal and eggs prove most popular for Canadians at home
                                                        • Figure 36: Top breakfast foods prepared and eaten at home, May 2016
                                                      • Bread, fruit and yogurt are the most popular portable breakfast options
                                                        • Figure 37: Top breakfast foods prepared at home to eat elsewhere, May 2016
                                                      • Breakfast sandwiches dominate at QSRs
                                                        • Figure 38: Top breakfast foods from QSRs/coffee shop, May 2016
                                                      • Coffee is the most important beverage at breakfast for Canadians
                                                        • Figure 39: Top beverages consumed at breakfast, May 2016
                                                        • Figure 40: Beverages consumed at breakfast, 18-44s vs over-45s, May 2016
                                                        • Figure 41: Juice consumption at breakfast, by age and gender, May 2016
                                                    • Breakfast Behaviours and Preferences by Select Groups

                                                      • Breakfast in Quebec appears more rooted in European culture
                                                        • Figure 42: Foods eaten at home, Quebec versus the overall population, May 2016
                                                      • Chinese Canadians show higher demand for hot and convenient breakfast foods
                                                        • Figure 43: Breakfast-related attitudinal statements, Chinese Canadians vs overall population, May 2016
                                                      • Similarities outweigh differences in what’s important to Canadians and Americans at breakfast
                                                        • Figure 44: Factors that influence purchase among Americans, May 2016
                                                        • Figure 45: Factors that influence purchase among Canadians, May 2016
                                                        • Figure 46: Breakfast foods eaten at or brought from home in Canada vs breakfast foods purchased at retail in the US – Ranked according to Canadian selections, May 2016
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Consumer survey data
                                                          • Consumer qualitative research
                                                            • Abbreviations and terms
                                                              • Abbreviations

                                                              Companies Covered

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                                                              Breakfast Eating Habits - Motivations and Attitudes - Canada - July 2016

                                                              £3,174.67 (Excl.Tax)