Breakfast is often seen as the most dependable, yet predictable meal of the day. For many, mornings are about simplicity – choosing consistent, easy options to get through the rush of heading to work, school or getting kids out the door. While this routine defines breakfast for many, it doesn’t mean the category is immune to innovation. Products that prioritize convenience, affordability, indulgence or even a touch of adventure have the potential to capture consumer interest.
As the pandemic fades further into the background, its lingering effects continue to shape consumer habits. Remote work, now a lasting reality for many, has shifted morning eating routines. At the same time, while inflation has somewhat eased, higher costs remain a concern, prompting many to cut back on foodservice breakfasts in favour of at-home options. Digital solutions have also transformed ordering habits at foodservice, particularly among younger consumers, who increasingly lean on technology when making choices. Additionally, shifting demographics are introducing new preferences to the breakfast occasion.
Though breakfast remains a steady and reliable meal, a deeper look into consumer behaviours and preferences reveals subtle yet meaningful changes. By addressing these evolving needs, brands can adapt in this part of the day.
Breakfast is an occasion when ease and routine are central. Many consumers are, however, open to trying different options, as long as they meet core needs.
Joel Gregoire, Associate Director of Food & Drink Reports
For the purposes of this Report, Mintel asked about the in- and out-of-home breakfast occasions and which foods are commonly consumed during the breakfast meal.
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