US Approach to Breakfast Consumer Report 2022

This report provides comprehensive and current information and analysis of the approach to breakfast market including breakfast foods market size, anticipated market forecast, relevant market segmentation, breakfast foods market share, and industry trends for the approach to breakfast market in the US.

Current market landscape

Breakfast at home remains the norm for most consumers, even now that the pandemic has lost much of its grip on consumer behavior. Breakfast is also a matter of routine, but one that most consumers enjoy. The biggest opportunity for marketers and retailing may lie not in disrupting the breakfast routine but in reinforcing it and modifying it for the better: a little easier, a little healthier, a little tastier.

Market share and key industry trends

• Breakfast starts at home
  Even as the impact of the pandemic wanes, more than three quarters of consumers report eating breakfast at home on weekdays and on the weekend, underscoring the enduring importance of home-based breakfasts to the market.
• Contending with the breakfast routine
  Breakfast is a matter of routine, but relatively few breakfast eaters seem to have a problem with it. Reinforcing the sameness of breakfast can be a path to shopper loyalty and could play just as important a role in driving sales as introducing new breakfast alternatives.
• Present breakfast as a time to savor
  The idea of breakfast as an experience is a natural fit for leisurely weekend mornings, but it may be even more powerful when applied to on-the-go breakfast options, which can be positioned as providing a moment of enjoyment and calm even on busy workdays.

Future market trends in approach to breakfast

The biggest challenge facing marketers promoting new breakfast items may be that most consumers are perfectly happy with their current breakfast routine. A majority report having the same breakfast most days, and relatively few find it boring (see Breakfast Attitudes and Behaviors). These relatively satisfied breakfast eaters are unlikely to give their breakfast choice much thought first thing in the morning, so the best way to disrupt the breakfast routine may be to disrupt breakfast shopping. Grocery retailers can open shoppers’ eyes to new possibilities for breakfast by applying some of the energy and creativity that they have to answering the question “what’s for dinner?” to answering the same question about breakfast.

Read on to discover more about the approach to breakfast consumer market, read our US Cooking in America Market Report 2022, or take a look at our other Food research reports.

Quickly understand the breakfast foods market

• Breakfast locations and choices during the week and on weekends.
• Key attributes that guide breakfast eaters’ choices.
• The factors that determine a healthy breakfast.
• Consumer attitudes and behaviors toward the breakfast routine.

Covered in this US breakfast foods market report

Brands include: Go Oats, Caulipower, Realgood, Jack & Annie’s, Beyond Meat, Sweet Earth.

Expert analysis from a specialist in breakfast food market statistics

This report, written by John Owen, a leading analyst in the Food and Retail sector, delivers in-depth commentary and analysis on breakfast food market research to highlight current trends and add expert context to the numbers.

Breakfast at home remains the norm for most consumers, even now that the pandemic has lost much of its grip on consumer behavior. Breakfast is also a matter of routine, but one that most consumers enjoy. The biggest opportunities for retailers and marketers may lie in helping consumers modify their routines for the better, not changing them altogether: a little easier, a little healthier, a little tastier.

John Owen
Associate Director, Food and Retail