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"As time pressures rise, focus on commute-friendly options and less-sweet varieties to help busy consumers beat their breakfast boredom."
Hope Banks Petrikowski, Analyst – Food & Drink
Germany’s breakfast habits remain deeply rooted in routine, with the majority of breakfast eaters sticking to the same thing most days. These routines are especially ingrained among the rising number of breakfast eaters who dine at home every day.
However, as breakfast boredom sets in for many consumers, brands can focus on re-invigorating the category with globally inspired or visually striking, social media-friendly options. Notably, 25% of breakfast eaters who have used social media report that online trends have caused them to change their breakfast habits.
The rising number of commuters and in-office days is adding extra time pressure to consumers’ morning routines, in turn increasing demand for on-the-go-friendly varieties and breakfast options that can be prepared the night before.
Meanwhile, breakfast eaters actively seek nutritious options that help keep them energised, underscoring opportunities for high fibre, low-sugar or savoury breakfast varieties.
This report explores breakfast eating habits, including the choice of foods for breakfast and attitudes towards breakfast.
The Innovation section analyses new product launches within the following categories associated with breakfast: breakfast cereals, cakes, pastries and sweet goods, bread and bread products, meat/poultry products, meat substitutes, cheese, yogurts/yogurt drinks (including plant-based), sweet/savoury spreads, liquid meal replacement drinks and snack/cereal bars. Innovation in other breakfast-related foods will also be referenced.
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:
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.
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
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.
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