Description

“Breakfast is the meal occasion that is most rooted in habit. The pandemic, however, has forced change on the occasion with shifting work arrangements. In this next normal, foodservice operators need to ensure that individuals can get the menu items they crave with minimal friction using the technology they rely on. When it comes to breakfast foods that are made to be prepared and eaten at home, options that provide added ease and flexibility along with a focus on health and satiety align with Canadians’ demands in the occasion.”
– Joel Gregoire, Associate Director for Food & Drink

Key issues covered in this Report

  • What is the impact of COVID-19 on consumer behaviour and the breakfast occasion?
  • What matters to Canadians when eating in and dining out (including takeout)?
  • How do priorities differ for different demographics at breakfast?
  • What are the areas of opportunity for product innovation based on launch activity?

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Top takeaways
              • Market overview
                • Figure 1: Outlook for breakfast, 2022-27
              • Opportunities
                • The pandemic shifts breakfast habits
                  • Having digital strategy is crucial in attracting young adults at foodservice
                    • Canadians look for the food they eat at breakfast to support immunity
                      • Different health claims resonate with different age cohorts
                        • Challenges
                          • Entrenched habits trumps novelty at breakfast
                            • Middle-aged Canadians are a particularly problematic cohort for foodservice at breakfast
                            • Market Factors

                              • Rampant and persistent inflation leads to shoppers making trade-offs when grocery shopping
                                  • Figure 2: Canada Consumer Price Index, all-items vs food, January 2002 – December 2021
                                • Shift in commuting habits also impacts eating habits
                                  • Figure 3: Attitudes toward commuting during and after the COVID-19 pandemic, 2021
                                • Immigration is fuelling Canada’s population growth …
                                  • Figure 4: Percentage of Canadians who are visible minorities or not visible minorities, by age, 2016
                                • … and Asia is the primary source
                                  • Figure 5: Distribution of immigrants living in Canada, by region of birth, 1996-2036
                                  • Figure 6: Types of internationally inspired foods consumers have eaten and show interest in trying, 2019
                                • Canada’s population is getting older
                                    • Figure 7: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                                • Competitive Strategies

                                  • Different takes on familiar breakfast foods
                                    • Figure 8: Pogo Breakfast Maple Flavoured Sausage in Biscuit Batter (Canada), 2020
                                    • Figure 9: Leonetti’s Eggs, Sausage & Cheese Eggcellent Breakfast Stromboli (US), 2021
                                    • Figure 10: Irresistibles Salted Caramel Belgian Waffles (Canada), 2021
                                    • Figure 11: Julian’s Recipe Egg White & Smoked Gouda Cauli-Wafels Breakfast Sandwiches (US), 2020
                                    • Figure 12: Great Value Bacon, Egg & Cheese on a Croissant Breakfast Sandwich (Canada), 2021
                                    • Figure 13: Cavendish Farms Hash Brown Waffles (Canada), 2021
                                    • Figure 14: Benito’s Reaper Infused Maple Syrup (US), 2020
                                  • Extending trusted brands
                                    • Figure 15: Kellogg’s Eggo Maple Syrup Flavoured Cereal (Canada), 2020
                                    • Figure 16: Post Timbits Tim Hortons Chocolate Glazed Flavoured Cereal (Canada), 2020
                                    • Figure 17: Taco Bell Breakfast Fiesta Shredded Cheese (US), 2019
                                  • Simple tweaks can tend to consumers’ desire for ease at breakfast
                                    • Figure 18: McCain Breakfast 9 Minutes Potato Patties (Canada), 2020
                                  • Satiety matters in the morning
                                    • Figure 19: Breakfast Best Buttermilk & Vanilla Flavored Protein Waffles (US), 2021
                                    • Figure 20: Kellogg’s Special K Protein Haney Almond Ancient Grains Cereal (Canada), 2020
                                    • Figure 21: Crave bacon & Egg Scramble with Cheddar Cheese (Canada), 2019
                                  • Addressing consumers’ demand for immunity
                                    • How should makers of food and drink respond?
                                      • Figure 22: Special K Immune Multigrain Flakes with Cherry, Dark Chocolate & Almonds (UK), 2020
                                      • Figure 23: Iögo Probio + Immuni-T lactose-free vanilla probiotic yogurt (Canada), 2018
                                  • Market Opportunities

                                    • Breakfast foods can focus on the mind along with the body
                                      • Figure 24: Get Focused Functional Breakfast Burrito (US), 2015
                                    • There’s opportunity to add fun to a morning routine
                                      • Figure 25: Kellogg’s Minecraft Creeper Crunch Cinnamon Flavored Cereal with Marshmallows (US), 2020
                                      • Figure 26: Kellogg’s Eggo Eggoji Homestyle Waffles (US), November 2021
                                      • Figure 27: Hema Pancake Kit (Belgium), 2020
                                      • Figure 28: Nature’s Path Organic Polar Beary Pink Blueberry Waffles (Canada), 2021
                                    • The power of plants extends to breakfast
                                      • Figure 29: Maple Leaf 50/50 Pork & Plant-Based Breakfast Sausage (Canada), 2020
                                      • Figure 30: Lightlife Plant-Based Breakfast Links (Canada), 2021
                                      • Figure 31: Sweet Earth Protein Lover’s Breakfast (US), 2021
                                  • The Consumer – Key Takeaways

                                    • Where Canadians say they get breakfast from has remained remarkably stable
                                      • Convenience and ‘hero’ items on menus are the top traffic drivers for restaurants at breakfast
                                        • Ordering takeout at restaurants is the main way Canadians get breakfast at foodservice
                                          • The pandemic has allowed for more time for breakfast
                                            • Ease, nutrition and speed are top-of-mind when choosing breakfast foods
                                            • Where Canadians Have Eaten Breakfast During the Pandemic

                                              • Where Canadians say they breakfast has remained remarkably stable
                                                • Figure 32: Frequency of eating breakfast at home in a typical week at different stages of the pandemic, 2021
                                                • Figure 33: Regular at-home eaters of breakfast vs lunch at different stages of the pandemic, 2021
                                              • Work arrangements impact where breakfast is eaten
                                                • Figure 34: Regular at-home eaters of breakfast vs lunch at different stages of the pandemic, those who work from home all, some or none of the time, 2021
                                                • Figure 35: Regular at-home eaters of breakfast vs lunch at different stages of the pandemic, by age, 2021
                                                • Figure 36: Tim Hortons Twitter post, 2021
                                            • Drivers of Restaurant Breakfast Occasions

                                              • Convenience and ‘hero’ items on menus are the top traffic drivers for restaurants at breakfast
                                                • Figure 37: Reasons for getting breakfast from restaurants, 2021
                                              • Connecting personally and promotions at foodservice prove more important those working from home
                                                • Figure 38: Reasons for getting breakfast from restaurants, by work location, 2021
                                            • Ordering Breakfast from Foodservice

                                              • Ordering takeout at restaurants is the main way Canadians get breakfast at foodservice
                                                • Figure 39: How Canadians typically get their breakfast when eating out, 2021
                                              • Age impacts how guests get their food from foodservice
                                                • Figure 40: How Canadians typically get their breakfast when eating out, by age, 2021
                                              • With more Canadians working from home, being able to order on apps is a must
                                                • Figure 41: How Canadians typically get their breakfast when eating out, by place of work, 2021
                                            • Attitudes Toward Breakfast

                                              • The pandemic has allowed for more time for breakfast
                                                • Figure 42: Attitudes toward breakfast and the pandemic, 2021
                                                • Figure 43: Attitudes toward breakfast and the pandemic (% agree), by age, 2021
                                                • Figure 44: Attitudes toward breakfast and the pandemic (% agree), by work location, 2021
                                              • Habit is a particularly potent force at breakfast
                                                • Figure 45: Attitudes toward breakfast habits and ideas, 2021
                                                • Figure 46: Introducing Kroger Chefbot, 2020
                                                • Figure 47: Nature’s Path Organic Love Crunch Dark Chocolate Macaroon Premium Organic Granola (US), 2021
                                                • Figure 48: Attitudes toward breakfast habits and ideas (% agree), by age, 2021
                                                • Figure 49: Attitudes toward breakfast habits and ideas (% agree), by work location, 2021
                                                • Figure 50: Attitudes toward breakfast habits and ideas (% agree), Chinese Canadians and South Asians vs Overall, 2021
                                              • Good coffee is a must at breakfast for foodservice
                                                • Figure 51: Attitudes toward breakfast at foodservice, 2021
                                              • Investment in tech is increasingly important in order to win at the foodservice breakfast occasion
                                                • Figure 52: “When picking up breakfast or coffee at restaurant, it’s important to be able to order ahead on an app” (% agree), by age, 2021
                                                • Figure 53: “When picking up breakfast or coffee at restaurant, it’s important to be able to order ahead on an app” (% agree), by location, 2021
                                                • Figure 54: “When picking up breakfast or coffee at restaurant, it’s important to be able to order ahead on an app” (% agree), by work location, 2021
                                            • Foods Eaten at Breakfast

                                              • Traditional breakfast foods continue to resonate with Canadians
                                                • Figure 55: Foods typically eaten at breakfast, 2021
                                              • Younger Canadians eat a wider variety of breakfast foods
                                                • Figure 56: Magic Spoon Instagram post, 2022
                                                • Figure 57: Foods typically eaten at breakfast, by age, 2021
                                                • Figure 58: Foods typically eaten at breakfast, men vs women, 2021
                                                • Figure 59: Foods typically eaten at breakfast, parental status, 2021
                                                • Figure 60: Foods typically eaten at breakfast, South Asians and Chinese Canadians vs overall, 2021
                                                • Figure 61: Foods typically eaten at breakfast, Quebec vs overall, 2021
                                            • Purchase Drivers for At-Home Breakfast Foods

                                              • Ease, nutrition and speed are top-of-mind when choosing breakfast foods
                                                • Figure 62: Most important considerations when choosing breakfast foods to eat at home, 2021
                                              • Age impacts what benefits people want from their breakfast foods
                                                • Figure 63: Most important considerations when choosing breakfast foods to eat at home, by age, 2021
                                                • Figure 64: “Breakfast foods with ingredients that help to support my immune system are appealing” (% agree), by age, 2021
                                            • Appendix – Data Sources and Abbreviations

                                              • Data sources
                                                • Consumer survey data
                                                  • Consumer qualitative research
                                                    • Mintel Trend Drivers
                                                      • Abbreviations and terms

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