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.
This report looks at the following areas:
- The frequency with which Canadians have breakfast at home vs dining out, along with how consumers perceive their habits to be evolving
- Insights into how consumers order breakfast when dining out
- Analysis of which breakfast foods are gaining or losing popularity vs 2021
- Attributes consumers associate with various breakfast options by location and method of ordering
- Consumer attitudes toward breakfast preparation, eating out, value for money and overall habits related to morning meals
- A breakdown of breakfast habits and attitudes by generation, workplace setting, perceived financial status and differences among Quebec consumers
- An overview of recent product launches addressing diverse needs and demands within the breakfast category
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
Market Definitions
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.
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
- What consumers want and why
-
THE MARKET
- Market drivers
- Inflation has been tamed in Canada
- Graph 1: annual change in CPI and retail food prices, by month, 2019-24
- Canadians remain wary of higher food and drink prices
- Graph 2: affected by food prices over the last two months, 2023-25
- Canadians are attuned to the policy developments south of the border
- Graph 3: concerned about interest rates and world affairs over the next six months (any rank), 2022-25
- The changing political climate in America may dampen Canadians’ economic confidence
- Graph 4: perceived impact of the election of Donald Trump as US President, 2025
- Half of Canadians work remotely at least some of the time
- Graph 5: work location among employed consumers, 2024
- While growth has moderated, quick-service restaurant sales rise
- Graph 6: monthly limited-service eating places* dollar sales, 2019-24
- The percent of younger adults identified as obese has risen sharply
- Graph 7: percentage of individuals with a self-reported obese body mass index, by age, 2015-22
- Canada’s egg supply isn’t cracking under the pressure of the avian flu
-
CONSUMER INSIGHTS
- Consumer fast facts
- Breakfast behaviours – at home and foodservice
- Breakfast behaviours – top takeaways
- Home remains where Canadians are most likely to have breakfast
- Graph 8: consumers’ breakfast frequency, 2024
- Breakfast eating habits are shifting to the home
- Graph 9: change in where consumers eat/get breakfast compared to last year, 2024
- On-site ordering leads, but mobile ordering options are critical at breakfast
- Graph 10: how consumers typically order breakfast when eating out, 2024
- Foods typically eaten for breakfast
- Bread and eggs are breakfast staples; yogurt now equals cereal in reported usage
- Graph 11: foods typically eaten for breakfast, 2024
- Canadians’ breakfast choices are experiencing change
- Graph 12: foods typically eaten for breakfast, 2021 vs 2024
- Dairy’s role in breakfast is shifting
- Attributes associated with breakfast
- Correspondence map
- Associations made with breakfast at home vs foodservice
- Ease at breakfast resonates across all occasions, while affordability and health bolster at-home occasions
- Graph 13: attributes associated with breakfast, by location or method of ordering, 2024
- Simple and convenient breakfast solutions take centre stage at foodservice
- Graph 14: attributes associated with breakfast – NET, any foodservice breakfast, 2024
- Attitudes towards breakfast habits
- Takeaways on breakfast habits
- Habit vs exploration: capitalize on routine when tackling the morning occasion
- Graph 15: attitudes towards breakfast habits, 2024
- The competition at breakfast is ‘heating up’
- From routine to adventure: capturing consumer curiosity in breakfast innovation
- Saving without sacrifice
- Attitudes towards at-home breakfast preparation
- Consumers are split on whether it’s worth paying more for added convenience at breakfast
- Graph 16: attitudes towards at-home breakfast preparation, 2024
- Balancing ease and experimentation: the future of breakfast
- Add convenience in subtle and creative ways
- Family dynamics at breakfast can be complicated
- Attitudes towards eating out for breakfast
- The idea of breakfast being a treat is key to foodservice
- Graph 17: attitudes towards eating out for breakfast, 2024
- After water, coffee is the most popular beverage among Canadians
- Graph 18: beverages typically drunk at home or at restaurants, 2024
- New and iconic indulgent breakfast menu items from foodservice
- Breakfast habits by generation
- Top takeaways about breakfast and generations
- Catering to the demands of younger generations is essential for foodservice’s success at breakfast
- Graph 19: how often consumers typically get breakfast from restaurants, by generation, 2024
- Graph 20: how often consumers typically eat breakfast prepared at home, by generation, 2024
- Foodservice usage for breakfast drops across all generations, but Gen Z offers the most growth potential
- Graph 21: change in consumers’ frequency of getting breakfast from restaurants vs last year, by generation, 2024
- Mobile ordering is key for restaurants looking to connect with younger generations
- Graph 22: how breakfast is typically ordered when dining out, by generation, 2024
- Breakfast preferences shift as younger generations embrace different foods
- Graph 23: foods typically eaten for breakfast, by generation, 2024
- Balance between adventurous flavours and addressing rising costs when connecting with Millennials at breakfast
- Graph 24: attitudes toward breakfast habits (any agree), by generation, 2024
- Contrasting views on dining out at breakfast: older vs younger generations
- Graph 25: attitudes towards eating out for breakfast (any agree), by generation, 2024
- Breakfast habits by work location
- Hybrid workers represent opportunity for foodservice
- Graph 26: how often consumers typically get breakfast from restaurants, by work location, 2024
- Graph 27: how often consumers typically eat breakfast prepared at home, by work location, 2024
- Regardless of where one works, breakfast occasions are shifting homeward
- Graph 28: change in how often consumers get breakfast from restaurants vs last year, by work location, 2024
- Graph 29: change in how often consumers eat breakfast prepared at home vs last year, by work location, 2024
- Those who work remotely are more dependent on apps when getting breakfast from foodservice
- Graph 30: how consumers typically order breakfast when eating out, by work location, 2024
- For the most part, where one works has little impact on what one eats for breakfast
- Graph 31: foods typically eaten for breakfast, by work location, 2024
- Think small at breakfast for those working from home
- Graph 32: consumers who prefer to eat a few smaller items than having one large breakfast (any agree), by work location, 2024
- Concepts: smaller bundles of nourishment for throughout the morning
- Breakfast habits by financial situation
- Financial wellbeing impacts shifts in breakfast habits
- Graph 33: change in how often consumers get breakfast from restaurants vs last year, by financial situation, 2024
- Graph 34: change in how often consumers eat breakfast prepared at home vs last year, by financial situation, 2024
- Surprisingly, individuals with less financial stability are more likely to opt for breakfast delivery
- Graph 35: how consumers typically order breakfast when eating out, by financial situation, 2024
- People facing financial challenges are more likely to adjust their breakfast purchases to save money
- Graph 36: attitudes towards savings and willingness to pay for ease at breakfast (any agree), by financial situation, 2024
- Breakfast habits – differences in Quebec
- Quebec consumers are less dependent on foodservice for breakfast
- Graph 37: how often consumers typically eat breakfast at home, Quebec vs overall, 2024
- Graph 38: how often consumers typically get breakfast from restaurant, Quebec vs overall, 2024
- Compared to overall Canadians, Quebec consumers are more likely to dine in for breakfast and less likely to order online
- Graph 39: how consumers typically order breakfast when eating out, Quebec vs overall, 2024
- Quebec consumers are more likely to gravitate towards more-traditional breakfast options
- Graph 40: foods typically eaten at breakfast, Quebec vs overall, 2024
- Those in Quebec are habit-oriented, but they are also more likely to distinguish between weekday and weekend breakfast occasions
- Graph 41: attitudes toward breakfast eating habits (any agree), Quebec vs overall, 2024
- Quebec consumers place more importance on the quality of coffee when choosing where to frequent
- Graph 42: attitudes towards foodservice (any agree), Quebec vs overall, 2024
- Breakfast habits – newer vs established Canadians
- Newer Canadians are more reliant on foodservice for breakfast
- Graph 43: change in how often consumers get breakfast from restaurants versus last year, newer vs established Canadians, 2024
- Graph 44: how often consumers typically get breakfasts from restaurants, newer vs established Canadians, 2024
- Investments in mobile ordering cater to newer Canadians’ demands
- Graph 45: how consumers typically order breakfast when eating out, newer vs established Canadians, 2024
- Newer Canadians are evolving broader breakfast preferences
- Graph 46: foods typically eaten at breakfast, newer vs established Canadians, 2024
- Operators that blend ease with elements of adventure are better equipped to connect with newer Canadians
- Graph 47: attitudes towards eating out and openness to adventurous flavours at breakfast (any agree), newer vs established Canadians, 2024
- Breakfast brands can capitalize on newer Canadians’ willingness to pay for ease
- Graph 48: willingness to pay more for ease and the challenge of satisfying multiple preferences (any agree), newer vs established Canadians, 2024
-
COMPETITIVE STRATEGIES
- Launch activity and innovation
- Are these snacks, or breakfast options?
- Honey, I shrunk the breakfast
- The power of protein
- Power to the plants
- Leading with benefits can help differentiate brands
- Overnight options – for those who plan breakfast ahead
- Hot, easy and quick solutions
- Playful indulgence: breakfast foods can bring fun to mornings
- Going global at breakfast
- Traditional breakfast foods in new formats
- Marketing and advertising
- Breakfast brands can focus on access
- Opportunities
- Breakfast doesn’t always have to be traditionally North American
- It’s all about ‘the base’
-
APPENDIX
- Market definition
- Consumer research methodology
- Correspondence analysis
- Generations
Mintel: Market Intelligence Made Easier
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
For further information about our research and analysis methods, visit our helpdesk.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
$ 4,995 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save 10% on all orders with the code INSIGHTS2026
Offer available until the end of December only
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
