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THE BREAKFAST WARS 2017 Consumer Trend Analysis
THE
BREAKFAST
WARS
2017 Consumer
Trend Analysis
CONVENIENT MEAL
THE BREAKFAST MARKET
I
2017 CONSUMER TRENDS
GRAB, SNACK, GO- BREAKFAST
Foods that come in quick, and easy to
prepare formats top the list of items to buy,
and beating the morning rush has become a
key factor for shopping.
Consumers carry snack foods from home to
organize and manage impulse snacking.
Breakfasts are quickly becoming a
pack at home - eat at work meal.
58% of meals are prepared at-home
10% of breakfast meals are carried from home
84% percent of breakfasts
are prepared in 5 minutes or less.
Consumers are actively seeking natural products
and healthy ingredients that fit their dietary needs
to keep a wholesome lifestyle, and this does not
exclude their Breakfast choices.
New focus on diets is less about eliminating foods than
about adding them, consumers control their health by
the type of food they eat and not by eliminating it.
THE BREAKFAST MARKET
2017 CONSUMER TRENDS
HEALTHY & INDULGENT
Power ingredients and functional foods were at the
top of Think with Google’s 2016 trends.
This year we see a clear market growth for these types
of ingredients with specific functions related to
health.
POWER INGREDIENTSI
Consumers who are early adopters to the latest
food-fads and must-try new product trends are
shaping the way we view Breakfast foods through
their active audience on social media platforms.
Micro-moments of sweet and healthy Food-Trends
keep getting stronger, consumers are open to trying
sugary-breakfast foods if they tell a different/new story
and have a power healthy ingredient they've heard of.
Young consumers want to say they’ve tried the next
breakfast craze that everyone will be raving about.
THE BREAKFAST MARKET
2017 CONSUMER TRENDS
HEALTHY & INDULGENT
New consumers no longer seek a filling
breakfast but for a breakfast that is both
interesting and delicious.
GUILT-FREE SUGARY ESCAPEI
Millennials snack with the purpose of healthy, mindful
eating. No wonder why food brands keep expanding
their snack offers for every meal and taste.
Millennials no longer eat 3 main meals, they
actively graze throughout the day, expanding moments
of consumption for breakfast brands as well.
Over 65% of food consumption
occur in-between traditional meals.
Millennials are substituting breakfast and
lunch with snacks.
The snack market has kept its growth from 2016
and is now the most common CPG in millennials’
shopping basket this 2017.
THE BREAKFAST MARKET
2017 CONSUMER TRENDS
GRAZING MILLENNIALSI
23% of the population seek out snack
foods for daily consumption.
20172017
GRAZING MILLENNIALS
Best case of consumer-needs adaptation
Chobani booked almost $2 billion in sales last year, making
it the leading US yogurt brand, according to Nielsen data.
The company is leader to the Greek yogurt market with a
37.6% share and a 19.8% piece of the total spoonable
yogurt market.
Chobani is the clearest best practice of a Breakfast
meal becoming an everyday and anytime snack.
Chobani greek yogurt products answer the markets
needs before and after consumers ask for it.
Easy, convenient, healthy and portable Chobani
products are answering the millennial top needs for
food products.
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BREAKFAST WARS
ALL DAY EVERY DAY
BREAKFAST ALL DAY
5 of the TOP Fast Food chains in USA
According to the National Restaurant Association’s 2016
Restaurant Industry Forecast, 72% of adults would like
restaurants to extend their breakfast offerings throughout the
day. Not only did breakfast menus become an all day offer,
menus began expanding their healthy options as well.
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McDonald’s launch of their all-day breakfast
menu is a clear success, and other top fast food
chains like Taco Bell are jumping on the trend,
proving the American consumer seeks breakfast
tastes outside the morning time. Fortune
Magazine calls it The Breakfast Wars.
OVERVIEW OF TOP PRODUCTS
Even with the market-shifting buying landscape and Amazon close
behind, Walmart keeps its status as the top retai ler.
Top sel lers inside the breakfast food category
are al l health bar snacks showing that
convenience of a single pack and breakfast as
a snack is sought by consumers.
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Meanwhile inside the frozen breakfast
category, the top sel lers are mostly
savory and products packed with protein
are the salty favorites.
Breakfast FoodFrozen Breakfast
- Qualitative Observation -
Wal-Mart’s e-commerce best sellers
BREAKFAST ALL DAY
OVERVIEW OF TOP PRODUCTS - Best sellers
As for the breakfast bakery category, the top
sel lers here show a trend of healthy seeking
breads with a space for indulgent treats.
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Key observation from this overview is that
savory sti l l runs supreme and single-
packed, quick-to-eat foods have gained a
strong consumer fol lowing.
Full of f lavor classic breakfast foods have
clearly become an instant gratif ication
treat thought the day.Breakfast Bakery
- Qualitative Observation -
Wal-Mart’s e-commerce best sellers
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A NEW BREAKFAST
MILLENNIALS
Bakers are seeking to attract the new breakfast buyer
with flavors that clearly mix the healthy and indulgent
trends.
No wonder why the croissants had a popular burst on
social media early this year.
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We know Millennials are the first “foodie generation,
a consumer that is not only seeking taste but an
experience with food.
“Indulgent comfort food is also an emerging trend
despite healthier eating habits,” said Gary Kyle, chief
sales and marketing officer, James Skinner Baking Co.
MILLENNIALS SEEK A FLAVOR JOURNEY
The 80mill ion generation needs
With the popularity of Breakfast food came the detachment
from the morning time. All day times of snacking are quickly
becoming a moment of consumption opportunity for
Breakfast Brands.
63% of consumers believe it’s unhealthy to skip breakfast, but
only 26% actually eat breakfast every day.
Consumers are choosing on-the-go and snack size food for
their breakfast meals.
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MILLENNIALS SEEK A FLAVOR JOURNEY
The 80mill ion generation needs
Walmart attaches this reasoning to growing sales on quick and easy
foods. The frozen aisle truly delivers, as sales of frozen waffles,
pancakes and French toast—a $1.2 billion category—have jumped
4.5 percent (CAGR) over the past five years.
BREAKFAST NOW
KEY TAKEAWAYS
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BREAKFAST NOW
Report learnings
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According to the new Food Trends Report, there is a
growing consumer interest in the health-enhancing
role of specific foods, or what experts call "functional
foods” on all moments of consumption.
When it comes to snacking, Americans are seeking out
flavor and health benefits.
Customization of products is key, whether they are
looking for choice in taste or dietary restrictions,
consumers seek multiple added values.
Today, consumers are more complex when it comes to food
choices, and snacking becomes more personal.
Brands will need to offer more than just customization based
on flavors but dietary restrictions, as well.
Personal choices come best in solo portions—and make for
convenient snacking! They seek fun and quick snacking ideas
that come in a variety of flavors.
Products must be perfect in size with added natural
ingredients.
BREAKFAST NOW
Report learnings
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- Focus on Ingredient Value
- Convenience is key at all hours of the day
- Provide quick complete meals without the fuss of having to
prepare all of the items individually and from scratch.
- Consumers are time starved (single packed)
- Wholesome, healthy, filling all top the list of needs
- Belief that it is unhealthy to skip breakfast still strong in
consumers mindset.
- Offer products that taste good and pack a health benefit
1) Convenience
2) Portability
3) Healthfulness
4) Grab & Go
5) Superfoods
6) Pre-Portioned
Consumer Trends to keep in Mind: I
BREAKFAST NOW
THOUGHTS ON THE MARKET
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BREAKFAST NOW
Breakfast has become an on-the-go
all day meal.
As our lifestyles have shifted so have our
morning routines.
It began with the popularity of cereal bars,
quickly shifting into a healthy breakfast trend
as well as convenience in packaging.
Food packaging in general has moved to
focus the on-the-go consumers needs.
Consumers look for convenience both in
product and design.
THOUGHTS ON THE MARKET
This market shows no sign of stopping, Breakfast
market is keen to grow to $5B by the end of 2017.
Mix this projection with the latest growth of the snack
category and you have a huge opportunity to tap into.
BREAKFAST NOW
With the popularity of Breakfast food
came the detachment from the
morning time.
All day times of snacking are quickly
becoming a moment of consumption
opportunity for Breakfast Brands.
Kellogg Company even created a
successful Café in mid-NYC.
The brand repurposes cereal as an all
day consumption food.
THOUGHTS ON THE MARKET
At the heart of Times Square the café was open
from morning to late-night. The café’s call out:
“Because no matter where you’re from, it’s
always a good time for cereal, pop-tarts, and
milkshakes.”
Links to Sources
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https://www.timeout.com/usa/restaurants/crazy-delicious-croissants-you-have-to-try-in-the-us
https://www.thinkwithgoogle.com/articles/2016-food-trends-google.html
http://www.foodprocessing.com/articles/2015/breakfast-food-trends-easy-to-eat-in-the-morning/
http://www.businessinsider.com/the-20-most-successful-fast-food-chains-in-america-2015-8?op=1/#14-chipotle-7
http://www.ift.org/newsroom/news-releases/2014/january/15/13-interesting-facts-about-americas-eating-habits.aspx
http://communitytable.parade.com/7766/christinahaller/americas-sweet-on-savory-survey-reveals-quirky-breakfast-habits/
http://experience.usatoday.com/food-and-wine/story/my-food-experience/chocolate-tours-and-travel/
2013/12/02/starbucks-chocolate-croissant-the-story-behind-the-best-sell ing-pastry/5065009/
https://www.forbes.com/sites/thehartmangroup/2015/07/22/millennial-food-shoppers-and-diners-spontaneous-
flexible-contradictory/#4889d0393479
https://www.foodnewsfeed.com/content/4-hot-breakfast-trends-2017
http://www.smartbrief.com/s/2017/03/nielsen-chobani-leads-us-yogurt-market-share
