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Providing the most comprehensive and up-to-date information and analysis of the Breakfast Foods: Incl Impact of COVID-19 – US market, and the behaviours, preferences and habits of the consumer.

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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The pandemic and its related shutdowns and stay-at-home
orders shifted the lion’s share of meal consumption to at home,
including the morning meal. More than six in 10 consumers
reported increased consumption of made-from-scratch breakfast
as a result of the pandemic, and consumers are also increasing
consumption of other breakfast options. At-home meal consumption
and breakfast will likely remain elevated as consumers adjust to
new, perhaps longer-term routines that may include working and
learning from home, yet the types of breakfast options chosen will
likely shift as consumers adapt to their next normal.

Expert analysis from a specialist in the field

Written by William Roberts Jr, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The pandemic prompted a shift in breakfast, with at-home consumption taking a greater role and options from foodservice operators significantly diminished, as morning commutes were, for much of the country and the year, also reduced. Consumers will crave the experience of foodservice-style breakfast and brunch, suggesting that menu-inspired packaged options can fill that void for consumers.
William Roberts Jr
Food & Drink

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: Market context
            • Economic and other assumptions
            • Executive Summary

                • Top takeaways
                  • Breakfast importance wanes
                    • Figure 1: Meal statements – Any agree, 2014 and 2020
                  • Impact of COVID-19 on breakfast foods
                    • Figure 2: Short-, medium- and long-term impact of COVID-19 on breakfast foods, September 2020
                  • Opportunities and Challenges
                    • Re-emergence
                      • Figure 3: Opinions of breakfast routines, by age, July 2020
                    • Fill the foodservice void
                      • Consumers need a nudge to move beyond breakfast just for breakfast
                        • Figure 4: Breakfast consumption occasion by time of day, June 2020
                      • Recovery
                        • Figure 5: Experience and interest in food and drink nutritional claims, august 2020
                    • Target Audience – Key Takeaways

                      • Pandemic led to significant increase in at-home breakfast consumption
                        • Breaking away from breakfast
                          • Health of a chance
                          • Breakfast Audience by the Numbers

                            • Breakfast mostly consumed at home
                              • Figure 6: Normal breakfast consumption, June 2020
                            • Parents least likely to skip breakfast
                              • Figure 7: Breakfast consumption, by parental status, by gender, June 2020
                            • Breakfast habits consistent over household income
                              • Figure 8: Source of breakfast, by household income, June 2020
                            • Macroeconomic factors
                              • Figure 9: Expected US unemployment, 2019-25
                            • Impact of COVID-19 on Breakfast Foods
                              • Figure 10: Short-, medium- and long-term impact of COVID-19 on breakfast foods, September 2020
                            • Lockdown
                              • Re-emergence
                                • Recovery
                                  • COVID-19: US context
                                    • Learnings from the last recession
                                    • Market Factors

                                      • Restaurants face double whammy from pandemic and recession
                                        • Figure 11: Opinions on changes in spending behaviors – any rank, May 2020
                                      • Breakfast’s importance wanes
                                        • Figure 12: Meal statements – Any agree, 2014 and 2020
                                        • Figure 13: Snacking in place of meals, by age, February 2020
                                      • Definition of “breakfast” expands
                                        • Figure 14: Breakfast and brunch menu item interest, by generation, July 2019
                                      • Fewer kids means fewer breakfasts
                                        • Figure 15: US households, by presence of related children, 2008-18
                                    • Market Opportunities

                                      • Put the break in breakfast
                                        • Figure 16: Breakfast routines, June 2020
                                      • “Breakfast” foods can leverage health in a variety of ways
                                        • Figure 17: Important claims when choosing food and drinks, August 2020
                                      • Return of in-restaurant breakfast
                                        • Figure 18: Comfort level toward social activities, US, July 15-September 8, 2020
                                    • Companies and Brands – Key Takeaways

                                      • Restaurants as inspiration
                                        • Free-from claims take focus
                                          • Cereal launches point to functional potential
                                          • Competitive Strategies

                                            • Culinary innovation readies packaged breakfast brands to fill the experience void
                                              • Figure 19: Recent frozen breakfast launches
                                            • Free-from claims maintain prominence among breakfast launches
                                              • Figure 20: Free-from claims on food and drink launches featuring the word “breakfast,” 2015-20
                                            • Finding function
                                              • Figure 21: Food and drink launches featuring the word “breakfast,” by functional claims, 2015-20
                                            • Cereal leads breakfast launches, focuses on ingredient-based claims
                                              • Figure 22: Most frequent nutritional claims on breakfast cereal product launches, by year
                                          • The Consumer – Key Takeaways

                                            • Restaurant breakfasts decline
                                              • Cost saving could lead to more from-scratch breakfasts at home
                                                • Cereal and yogurt prove breakfast can be at any time of day
                                                  • Supermarkets prove the go-to resource for breakfast foods
                                                    • Giving a boost to breakfast
                                                      • Disrupt breakfast habits
                                                      • Typical Breakfast Consumption Location

                                                        • Vast majority of breakfasts already consumed at home
                                                          • Figure 23: Normal breakfast consumption, June 2020
                                                        • Young adults more likely to turn to restaurants for breakfast/brunch
                                                          • Figure 24: Normal breakfast consumption, by age, June 2020
                                                        • Parents turning to restaurants for breakfasts heavily on weekends
                                                          • Figure 25: Normal breakfast consumption, by parental status, June 2020
                                                        • Restaurant breakfasts should augment flavor messaging with a healthy component
                                                          • Figure 26: Breakfast attitudes, by location of typical breakfast consumption, June 2020
                                                        • Home breakfasts predominate, especially among the old
                                                          • Figure 27: Source of breakfast eaten at home, by age, June 2020
                                                        • COVID-19 has increased breakfast consumption most among younger consumers
                                                          • Figure 28: Increased consumption of breakfast types, by age, June 2020
                                                      • Breakfast Consumption Occasion

                                                        • Cereal proves most popular; yogurt remains steady throughout the day
                                                          • Figure 29: Breakfast consumption – Net any use, June 2020
                                                          • Figure 30: Breakfast consumption occasion by time of day, June 2020
                                                        • Expand the role of “breakfast”
                                                          • Figure 31: Breakfast consumption occasion, June 2020
                                                        • Cereal could leverage nostalgia to expand daypart usage
                                                          • Figure 32: Cereal consumption occasion by time of day, June 2020
                                                      • Breakfast Purchase Location

                                                        • Consumers are diversifying their breakfast shopping
                                                          • Figure 33: Breakfast purchase location, June 2020
                                                        • Younger people shifting breakfast purchase locations
                                                          • Figure 34: Breakfast purchase location, by age, June 2020
                                                        • Younger people turning to 3+ locations for breakfast foods
                                                          • Figure 35: Repertoire of locations shopped for breakfast foods, by age, June 2020
                                                        • Consumers who shop around for breakfast compelled by health, freshness
                                                          • Figure 36: Important attributes when selecting breakfast items, by repertoire of purchase locations, June 2020
                                                      • Important Attributes when Selecting Breakfast Items

                                                        • Health, ease and flavor lead breakfast drivers
                                                          • Figure 37: Important attributes when selecting breakfast, June 2020
                                                        • Searching for healthy breakfasts at natural supermarkets
                                                          • Figure 38: Important attributes when selecting breakfast items, by purchase location, June 2020
                                                        • Boost nutritional attributes of breakfast options
                                                          • Figure 39: TURF Analysis – Important attributes when selecting breakfast items, June 2020
                                                        • “Quick” and “filling” appeal to moms, “fresh” to dads
                                                          • Figure 40: Important attributes when selecting breakfast, by parental status, by gender, June 2020
                                                      • Breakfast attitudes

                                                        • Break the breakfast routine
                                                          • Figure 41: Breakfast attitudes, June 2020
                                                        • Younger consumers open to greater variety at breakfast
                                                          • Figure 42: Breakfast attitudes, by age, June 2020
                                                        • Hispanic Millennials value a healthy breakfast
                                                          • Figure 43: Breakfast attitudes, by Hispanic origin, by generation, June 2020
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Data sources
                                                          • Consumer survey data
                                                            • Abbreviations and terms
                                                              • Abbreviations
                                                              • Appendix – TURF Analysis – Methodology

                                                                  • Figure 44: Table – TURF Analysis – Important attributes when selecting breakfast food items, June 2020

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