Description

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
John Owen
Associate Director, Food and Retail

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Opportunities and challenges
                  • Help scratch breakfast cookers spice things up a bit
                    • Figure 1: Breakfast preparation methods, 2022
                  • Present breakfast as a time to savor
                    • Figure 2: Breakfast attitudes and behaviors – Enjoyment, by age, 2022
                  • Reinventing breakfast at retail
                    • Figure 3: Breakfast attitudes and behaviors – Routine, 2022
                  • Key consumer insights
                    • Weekday or weekend, most breakfasts eaten at home
                      • Young consumers a key target for out-of-home breakfast
                        • Eggs come first in breakfast selection
                          • Flavor, health, convenience and satiety are must-haves
                            • Younger adults drawn to indulgence as well as portability
                              • Appeal of protein is universal; older adults also pay attention to low/no claims
                                • Contending with the breakfast routine
                                  • Breakfast isn’t always breakfast food, and vice versa
                                  • Market Factors

                                    • Consumers aspire to lose weight, eat nutritious and whole foods
                                      • Figure 4: Food and drink aspirations for 2022, 2022
                                    • Majority of workers do some from home
                                      • Figure 5: Work expectations for 2022, 2022
                                    • Snacking eats into breakfast’s status as the most important meal
                                      • Figure 6: Meal statements – Any agree, 2020
                                      • Figure 7: Meal and snack daypart frequency – every day, by age, 2022
                                  • Competitive Strategies and Market Opportunities

                                    • Opportunity to boost functionality
                                      • Figure 8: Food and drink launches featuring the word “breakfast,” by functional health claims, 2016-22
                                      • Figure 9: Select food and drink launches featuring the word “breakfast” and functional health claims, 2019-22
                                    • Plant-based claims grow more common
                                      • Figure 10: Food and drink launches featuring the word “breakfast,” by vegan/vegetarian/plant-based claims, 2016-22
                                      • Figure 11: Select food and drink launches featuring the word “breakfast” and making plant-based claim, 2022
                                    • Portable breakfasts get healthier
                                      • Figure 12: Select portable and on-the-go food and drink launches featuring the word “breakfast,” 2022
                                    • Reinventing breakfast at retail
                                    • The Breakfast Consumer – Fast Facts

                                      • Most breakfasts eaten at home
                                        • Scratch cooking most common prep method
                                          • Eggs come first
                                            • Flavor, health, convenience and satiety are must-haves
                                              • Appeal of protein is universal
                                                • Most enjoy breakfast
                                                  • Breakfast isn’t always breakfast food, and vice versa
                                                  • Breakfast Locations

                                                    • Weekday or weekend, most breakfasts eaten at home
                                                      • Figure 13: Breakfast locations, 2022
                                                    • Young consumers a key target for out-of-home breakfast
                                                      • Figure 14: Breakfast locations, by age, 2022
                                                    • Opportunity to cater to home-based workers looking to get out of the house
                                                      • Figure 15: Breakfast locations, by work location, 2022
                                                  • Breakfast Preparation Methods

                                                    • Help scratch breakfast cookers spice things up a bit
                                                      • Younger breakfast eaters drawn to convenient prep methods
                                                        • Figure 16: Breakfast preparation methods, by age, 2022
                                                    • Breakfast Choices

                                                      • Eggs come first in breakfast selection
                                                        • Figure 17: Breakfast choices, 2022
                                                      • Younger adults drawn to indulgence as well as portability
                                                        • Figure 18: Breakfast choices – Weekdays, by age, 2022
                                                        • Figure 19: Breakfast choices – Weekends, by age, 2022
                                                    • Breakfast Attribute Importance

                                                      • Flavor, health, convenience and satiety are must-haves
                                                        • Figure 20: Breakfast attribute importance, 2022
                                                      • Younger breakfast eaters value a more diverse array of attributes
                                                        • Figure 21: Breakfast attribute importance, by age, 2022
                                                    • Factors That Define a Healthy Breakfast

                                                      • Appeal of protein is universal; older adults also pay attention to low/no claims
                                                        • Figure 22: Factors that define a healthy breakfast, by age, 2022
                                                    • Breakfast Attitudes and Behaviors

                                                      • Present breakfast as a time to savor
                                                        • Figure 23: Breakfast attitudes and behaviors – Enjoyment, by age, 2022
                                                      • Contending with the breakfast routine
                                                        • Figure 24: Breakfast attitudes and behaviors – Routine, by age, 2022
                                                      • Health as a motivator for changing the routine
                                                        • Figure 25: Breakfast attitudes and behaviors – Health, by age, 2022
                                                      • Breakfast isn’t always breakfast food, and vice versa
                                                        • Figure 26: Breakfast attitudes and behaviors – menu flexibility, by age, 2022
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Consumer survey data
                                                          • Abbreviations and terms
                                                            • Abbreviations
                                                              • Terms

                                                              About the report

                                                              This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                              Market

                                                              Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                              Consumer

                                                              Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                              Brand/Company

                                                              Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                              Data

                                                              Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                              Below is a sample report, understand what you are buying.

                                                              Click to show report

                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

                                                              Trusted by companies. Big and small.

                                                              Bell Logo - Mintel client
                                                              Boots Logo - Mintel Client
                                                              Kelloggs Logo - Mintel client
                                                              Samsung Logo - Mintel client
                                                              Nike Logo - Mintel client
                                                              Walgreens Logo - Mintel client

                                                              Want to speak to us directly?

                                                              Contact us on via phone or fill out a form with your enquiry.

                                                              Contact Us