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Breakfast Foods - US - July 2018

"Boosting the importance of breakfast is in order. Only about half of US adults think breakfast is more important than lunch or dinner, down from 2014, and less than half say it sets the tone for their day. Nevertheless, consumption is high. Opportunity for portable options is strong, with few weekday breakfast eaters doing so while in transit, others doing so at their destination. Foodservice occasions spike on weekends."
- Beth Bloom, Associate Director - Food & Drink

This Report looks at the following areas:

  • Breakfast dips as most important meal of the day
  • Busy schedules are most likely to blame for skipping breakfast
  • One in five younger adults eats breakfast while in transit

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Breakfast dips as most important meal of the day
            • Figure 1: Meal statements, 2014 and 2018
          • Busy schedules are most likely to blame for skipping breakfast
            • One in five younger adults eats breakfast while in transit
              • Figure 2: Breakfast consumption – Any day, by age, April 2018
            • The opportunities
              • Breakfast players should keep snackers in mind
                • Figure 3: Breakfast attitudes/behaviors – Snack, by age, April 2018
              • Health leads breakfast attributes of interest, followed by convenience
                • Figure 4: Breakfast attributes, April 2018
              • The highest percentage of respondents say a healthy breakfast is high in protein
                • Figure 5: Healthy breakfast, April 2018
              • What it means
              • The Market – What You Need to Know

                • Breakfast dips as most important meal of the day
                  • Busy schedules are most likely to blame for skipping breakfast
                    • Breakfast food manufacturers should keep snackers in mind
                      • Three quarters of adults are currently managing their weight
                      • Market Factors

                        • Breakfast dips as most important meal of the day
                          • Figure 6: Meal statements, 2014 and 2018
                        • Busy schedules are most likely to blame for skipping breakfast
                          • Less than half of breakfast eaters say breakfast sets the tone for the day
                            • Figure 7: Breakfast attitudes/behaviors – Tone, April 2018
                            • Figure 8: Breakfast attitudes/behaviors – Tone, by age, April 2018
                          • Messaging related to productivity and health may resonate
                            • Breakfast food manufacturers should keep snackers in mind
                              • Figure 9: Snacking frequency, March 2017
                            • Three quarters of adults are currently managing their weight
                              • Figure 10: Weight management status, July 2017
                          • Key Players – What You Need to Know

                            • Cereal continues to lead breakfast launches
                              • Clean claims are on the rise
                                • Frozen launches decline
                                  • “Healthy” breakfast items fall short on consumer appeal
                                  • What’s Working?

                                    • Cereal continues to lead breakfast launches
                                      • Figure 11: Food and drink launches featuring the word “breakfast,” by leading subcategories, 2013-18*
                                    • Clean claims are on the rise
                                      • Figure 12: Food and drink launches featuring the word “breakfast,” by leading claims, 2013-18*
                                      • Figure 13: Food and drink launches featuring the word “breakfast,” by fastest growing claims, 2013-18*
                                    • Purchase intent is highest for breakfast splurges
                                    • What’s Struggling?

                                      • Frozen launches decline
                                        • Figure 14: Food and drink launches featuring the word “breakfast,” by storage type, 2013-18*
                                      • Healthy items don’t garner particularly high purchase intent
                                        • Convenience items don’t score well for health
                                        • What’s Next?

                                          • Promoting variety to retain interest
                                            • Seasonal varieties can add excitement to favorite products all year long
                                              • Trendy ingredients and flavors make their way to breakfast
                                                • Spicy flavors
                                                  • Superfoods and functional ingredients
                                                    • Boosting breakfast excitement through international flavors
                                                      • A focus on protein to convey health
                                                        • Keeping meat-free alternatives in mind
                                                          • Brunch cues add options for breakfast
                                                            • Bowled over by breakfast
                                                              • Sweet and savory flavor profiles
                                                                • Bringing boozy brunch to breakfast
                                                                  • Breakfast snacks
                                                                    • Other categories make a play for the breakfast occasion
                                                                      • McCormick introduces breakfast seasonings
                                                                      • The Consumer – What You Need to Know

                                                                        • 92% of consumers eat breakfast on weekdays; 95% do so on weekends
                                                                          • 69% of respondents make breakfast from scratch
                                                                            • Health leads breakfast attributes of interest, followed by convenience
                                                                              • Cereal leads for weekday breakfast, eggs are most popular on weekends
                                                                                • Most respondents say a healthy breakfast is high in protein
                                                                                • Breakfast Consumption

                                                                                  • 92% of consumers eat breakfast on weekdays; 95% do so on weekends
                                                                                    • Figure 15: Breakfast consumption, April 2018
                                                                                  • Men are more likely than women to eat breakfast at a foodservice
                                                                                    • Figure 16: Breakfast consumption, by gender, April 2018
                                                                                  • Close to one in five younger consumers are eating breakfast in transit
                                                                                    • Figure 17: Breakfast consumption, by age, April 2018
                                                                                  • Middle-income earners are more likely to visit foodservice for breakfast
                                                                                    • Figure 18: Breakfast consumption, by HH income, April 2018
                                                                                • Breakfast Source

                                                                                  • 69% of respondents make breakfast from scratch
                                                                                    • Figure 19: Source of breakfast, April 2018
                                                                                  • Three quarters of Hispanics make breakfast from scratch
                                                                                    • Figure 20: Source of breakfast, by Hispanic origin, April 2018
                                                                                  • Parents look to convenience
                                                                                    • Figure 21: Source of breakfast, by parental status, April 2018
                                                                                  • Foodservice is important for those who eat while in transit
                                                                                    • Figure 22: Source of breakfast, by consumption location, April 2018
                                                                                  • Low interest in breakfast meal kits
                                                                                    • Figure 23: Breakfast attitudes/behaviors – Meal kit, April 2018
                                                                                    • Figure 24: Breakfast attitudes/behaviors – Meal kit, by age, April 2018
                                                                                • Breakfast Attributes

                                                                                  • Health leads breakfast attributes of interest, followed by convenience
                                                                                    • Figure 25: Breakfast attributes, April 2018
                                                                                    • Figure 26: TURF analysis – Breakfast attributes, April 2018
                                                                                    • Figure 27: Table – TURF analysis – Breakfast attributes, April 2018
                                                                                  • Women are especially likely to seek a healthy breakfast
                                                                                    • Figure 28: Breakfast attributes, by gender, April 2018
                                                                                  • Health is of greater interest to older consumers, energizing appeals to younger eaters
                                                                                    • Figure 29: Breakfast attributes, by age, April 2018
                                                                                  • Fresh is of particular importance to Hispanic consumers
                                                                                    • Figure 30: Breakfast attributes, by Hispanic origin, April 2018
                                                                                  • In-transit and destination eaters are most likely to seek convenience
                                                                                    • Figure 31: Breakfast attributes, by consumption location, April 2018
                                                                                  • A third of consumer say breakfast is their lightest meal of the day
                                                                                    • Figure 32: Breakfast attitudes/behaviors – Lightest, April 2018
                                                                                • Breakfast Foods Consumed

                                                                                  • Cereal leads for weekday breakfast, eggs are most popular on weekends
                                                                                      • Figure 33: Breakfast foods consumed, by segmentation, April 2018
                                                                                    • Less than half of consumers eat the same thing for breakfast daily
                                                                                      • Figure 34: Breakfast attitudes/behaviors – Habits, April 2018
                                                                                    • Nearly a quarter of 18-24s snack for breakfast
                                                                                        • Figure 35: Breakfast attitudes/behaviors – Habits, by age, April 2018
                                                                                      • 28% of parents say they eat the same breakfast as their kids
                                                                                        • Figure 36: Breakfast attitudes/behaviors – Kids, April 2018
                                                                                    • Breakfast Food Perceptions

                                                                                        • Full breakfast (positive)
                                                                                          • Cereal (positive)
                                                                                            • Croissant (positive)
                                                                                              • Smoothie bowl (positive-neutral)
                                                                                                • Avocado toast (neutral)
                                                                                                  • Toaster pastry (negative)
                                                                                                  • Breakfast Scenarios

                                                                                                    • Normal weekday: Quick, easy, light, and convenient lead for weekday breakfast
                                                                                                      • Running late to work/class/meeting: Beverages/fruit help out when consumers are running late
                                                                                                        • Extra time: Hot breakfast is a more common occurrence when time allows
                                                                                                          • Important meeting: Consumers seek energizing options
                                                                                                          • Healthy Breakfast

                                                                                                            • The highest percentage of respondents say a healthy breakfast is high in protein
                                                                                                              • Figure 37: Healthy breakfast, April 2018
                                                                                                            • Women are more likely than men to equate high protein with health
                                                                                                              • Figure 38: Healthy breakfast, by gender, April 2018
                                                                                                            • Low sugar, grains, and low fat more likely to equal health among 45+
                                                                                                              • Figure 39: Healthy breakfast, by age, April 2018
                                                                                                            • Respondents tie healthfulness to energy
                                                                                                              • Less than half of breakfast eaters think eating at home is healthier than away from home
                                                                                                                • Figure 40: Breakfast attitudes/behaviors – Healthy, April 2018
                                                                                                            • Food and Drink Shopper Segmentation

                                                                                                                  • Figure 41: Cluster analysis of breakfast foods, April 2018
                                                                                                                • Karen: Convince me
                                                                                                                  • Figure 42: Profile of Karen: Convince me, April 2018
                                                                                                                • Opportunities
                                                                                                                  • Figure 43: Breakfast consumption (home), by segmentation April 2018
                                                                                                                • Alyssa: I’ll take it
                                                                                                                  • Figure 44: Profile of Alyssa: I’ll take it, April 2018
                                                                                                                • Opportunities
                                                                                                                  • Figure 45: Breakfast attributes, by segmentation, April 2018
                                                                                                                • Tammy: Traditional and tired
                                                                                                                  • Figure 46: Profile of Tammy: Traditional and tired, April 2018
                                                                                                                • Opportunities
                                                                                                                  • Figure 47: Source of breakfast, by segmentation, April 2018
                                                                                                                • David: Driven by value
                                                                                                                  • Figure 48: Profile of David: Driven by value, April 2018
                                                                                                                • Opportunities
                                                                                                                  • Figure 49: Breakfast attitudes/behaviors – Tone, by segmentation, April 2018
                                                                                                              • Appendix – Data Sources and Abbreviations

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

                                                                                                                        Breakfast Foods - US - July 2018

                                                                                                                        £3,435.47 (Excl.Tax)