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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the What's for Breakfast market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?


This Report is the first of its kind from Mintel. Readers of this Report may also be interested in Breakfast Restaurant Trends – US, July 2016, Frozen Breakfast Foods – US, July 2016, Snack, Nutrition and Performance Bars – US, May 2016, Hot and Cold Cereal – US, August 2015, and Yogurt and Yogurt Drinks – US, August 2015.

This Report explores a variety of issues related to breakfast including what consumers eat for breakfast and what motivates them to purchase breakfast foods, the importance of convenience and nutrition at breakfast, as well as various attitudes and behaviors related to the breakfast occasion.

Expert analysis from a specialist in the field

Written by Amanda Topper, a leading analyst in the Foodservice sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Consumers are eating a variety of breakfast foods, at home and away, with their preference for healthy or indulgent foods differing by the day of the week. One constant however, is their need for quick, portable, and healthy breakfast foods that keep them full and energized. Consumers are open to eating breakfast foods across dayparts and for snacking, but there remains tough competition from foodservice offerings that rival retail products in flavor and format innovation. Amanda Topper
Assosiate Director - Foodservice


What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Higher purchase of retail breakfast foods
            • Figure 1: Breakfast food purchase, May 2016
          • Consumers are paying attention to product ingredient and labels
            • Figure 2: Behavior changes, May 2016
          • Foodservice options viewed as more innovative
            • Figure 3: Attitudes – Any agree, May 2016
          • The opportunities
            • Promote healthy foods beyond breakfast
              • Figure 4: Behaviors, May 2016
            • Be transparent about product ingredients, nutrition
              • Figure 5: Important nutrition claims, May 2016
            • Emphasize product nutrition, affordability
              • Figure 6: Attitudes – Any agree, May 2016
            • What it means
            • The Market – What You Need to Know

              • Shifting demographics to fuel category growth
                • Restaurant breakfasts are competing for consumer dollars
                • Market Factors

                  • Growth of Millennials and Hispanics to impact category
                    • Figure 7: Population, by generation share, 2016
                    • Figure 8: Population by race and Hispanic origin, 2011-21
                • Market Perspective

                  • Foodservice breakfasts create strong competition
                    • Figure 9: Breakfast restaurant behavior changes, May 2016
                    • Figure 10: Restaurant visitation for breakfast, by segment, May 2016
                • Key Trends – What You Need to Know

                  • Portability is driving product innovation
                    • Simple ingredients and functionality appeal to health-conscious consumers
                      • Free-from for all
                      • What’s Working?

                        • Breakfast anywhere, anytime
                            • Figure 11: Introducing Quaker Breakfast Flats, March 2016
                          • Simple nutrition and functionality
                            • Organic and GMO-free
                              • Figure 12: Percentage of select breakfast foods with a GMO-free or organic claim, 2011-15
                          • What’s Next?

                            • Cereal ditches milk
                              • Alternatives becoming more mainstream
                                • Figure 13: Percentage of select breakfast foods with select free-from claims, 2011-15
                            • The Consumer – What You Need to Know

                              • Retail food purchases outweigh foodservice
                                • Taste and nutrition both important
                                  • Breakfast foods also eaten outside of breakfast occasions
                                    • A need for restaurant-quality innovation
                                    • Breakfast Food Purchase

                                      • Retail foods more common at breakfast
                                        • Figure 14: Breakfast food purchase, May 2016
                                        • Figure 15: What is breakfast word cloud
                                        • Figure 16: The perfect breakfast
                                        • Figure 17: The perfect breakfast
                                      • Men eating heartier breakfasts at home, and away
                                        • Figure 18: Breakfast food purchase, by gender, May 2016
                                      • Millennials balance healthy and indulgent options
                                        • Figure 19: Breakfast food purchase, by generation, May 2016
                                      • Restaurant quality items could appeal to Hispanics
                                        • Figure 20: Breakfast food purchase, by Hispanic origin, May 2016
                                    • Factors Influencing Purchase

                                      • Taste triumphs
                                          • Figure 21: Factors influencing purchase, May 2016
                                        • Taste and nutrition more important to older generations
                                          • Figure 22: Factors influencing purchase, by generation, May 2016
                                        • Nutrition a key driver for Hispanics
                                          • Figure 23: Factors influencing purchase, by Hispanic origin, May 2016
                                      • Purchase Location

                                        • Supermarkets top retail purchase location
                                          • Figure 24: Purchase location, May 2016
                                        • Parents diversify purchases across channels
                                          • Figure 25: Purchase location, by parental status, May 2016
                                        • Millennials more likely to shop at mass merchandisers, natural channels
                                          • Figure 26: Purchase location, by Millennials and Non-Millennials, May 2016
                                        • Hispanics shop across channels based on need
                                          • Figure 27: Purchase location, by Hispanic origin, May 2016
                                      • Behavior Changes

                                        • Nutrition, ingredients top-of-mind for consumers
                                          • Figure 28: Breakfast diary
                                          • Figure 29: Behavior changes, May 2016
                                        • Millennials more adventurous breakfast eaters
                                            • Figure 30: Behavior changes, by Millennials and Non-Millennials, May 2016
                                        • Important Nutrition Claims

                                          • Protein and simple ingredients most important
                                            • Figure 31: Important nutrition claims, May 2016
                                          • Older generations interested in reduced claims
                                            • Figure 32: Select important nutrition claims, by generation, May 2016
                                          • Parents interested in added nutrition and free-from claims
                                            • Figure 33: Important nutrition claims, by parental status, May 2016
                                          • Opportunity to promote organic foods for Hispanics
                                            • Figure 34: Important nutrition claims, by Hispanic origin, May 2016
                                        • Weekday and Weekend Behaviors

                                          • The weekend is a time for indulgence
                                              • Figure 35: Weekday and weekend behaviors, May 2016
                                              • Figure 36: Weekday breakfast foods
                                              • Figure 37: Weekend breakfast foods
                                          • Behaviors

                                            • Breakfast foods are not only for breakfast
                                              • Figure 38: Behaviors, May 2016
                                            • Parents more likely to value health and convenience
                                              • Figure 39: Behaviors, by parental status, May 2016
                                            • On-the-go options can appeal to Millennials and compete with foodservice
                                              • Figure 40: Behaviors, by Millennials and Non-Millennials, May 2016
                                          • Attitudes

                                            • Restaurant-quality foods in demand
                                              • Figure 41: Attitudes – Any agree, May 2016
                                            • BFY restaurant-quality foods can appeal to 18-34s
                                              • Figure 42: Attitudes – Any agree, by age, May 2016
                                            • Convenience, portability most important to Hispanics
                                              • Figure 43: Attitudes – Any agree, by Hispanic origin, May 2016
                                          • Consumer Segmentation

                                                • Figure 44: Breakfast clusters
                                              • Group one: Breakfast Skippers
                                                • Group two: Breakfast Health Nuts
                                                  • Group three: Breakfast Lovers
                                                  • Appendix – Data Sources and Abbreviations

                                                    • Data sources
                                                      • Consumer survey data
                                                        • Consumer qualitative research
                                                          • Abbreviations and terms
                                                            • Abbreviations
                                                              • Terms
                                                              • Appendix – Consumer Segmentation

                                                                • Cluster methodology

                                                                About the report

                                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                • The Consumer

                                                                  What They Want. Why They Want It.

                                                                • The Competitors

                                                                  Who’s Winning. How To Stay Ahead.

                                                                • The Market

                                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                • The Innovations

                                                                  New Ideas. New Products. New Potential.

                                                                • The Opportunities

                                                                  Where The White Space Is. How To Make It Yours.

                                                                • The Trends

                                                                  What’s Shaping Demand – Today And Tomorrow.

                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.