Abstract
This report examines the breakfast foods market, taking an in-depth look at consumer consumption of breakfast, their attitudes towards the morning meal occasion, the types of foods eaten in the morning, and the issues that drive consumers' breakfast choices. This report also explores the motivations for eating breakfast, ranging from the simple (because of hunger) to the more complex (because skipping breakfast leads to overeating later during the day, for example).
The report's structure is based on the understanding that weekday breakfasts are very different from weekend breakfasts and that there are many American consumers that skip the meal Monday through Friday, or Saturday and Sunday. (Fortunately for category players, some 72% of Mintel respondents report that they typically eat breakfast on both the weekdays and weekends.) The analysis provides insights on how and what consumers are eating for breakfast on typical weekdays, as compared to typical weekends. Also, since time is a factor in what a consumer might eat for breakfast on weekdays, Mintel explores the amount of time weekday breakfast eaters tend to spend on each of three parts of the breakfast process: preparation, eating, and clean-up. The findings suggest opportunities to trim time off of the breakfast clean-up process.
While this analysis is heavily founded on the results of an exclusive Mintel consumer survey, Mintel also culled qualitative research results from its proprietary database of focus groups and one-on-one interviews with respondents about food, drinks and health/wellness issues. And, since many advertisements in the breakfast food arena are meant to appeal to very specific consumer audiences, this report contains an analysis of the advertising that targets men, women and children, specifically. Clips of several television ads from players in the breakfast food arena are included in the report.
Fast food establishments and more upscale quick-service restaurants (e.g., Starbucks, Panera, etc.) continue to expand their breakfast offerings. Therefore, it is more important than ever for makers and marketers of packaged breakfast foods to understand their current and potential consumers, the typical morning routines of these consumers and the “hot buttons” that persuade or dissuade them to buy a particular breakfast food. This report addresses these issues and reveals what the findings mean to market players.
This report is a companion to Mintel's Breakfast Food: The Market- U.S., October 2006. That report covers all types of foods typically eaten for breakfast, which include the following:
- hot and cold cereal, including wheat germ
- breakfast meats, including bacon and breakfast sausage
- breakfast breads, including shelf-stable, frozen, and refrigerated bagels, English muffins, croissants, and breakfast bread dough
- sweet breakfast breads and pastries, including shelf-stable, fresh, refrigerated, and frozen waffles, pancakes, donuts, pastries, muffins, refrigerated and frozen pancakes and waffles, and mixes to make such products
- yogurt, excluding yogurt drinks
- eggs, including fresh eggs and refrigerated and frozen egg substitutes
- breakfast entrees, including refrigerated and frozen breakfast burritos, omelets, and handheld breakfast entrees such as breakfast pockets
cereal bars
- drinkable breakfast foods such as powdered breakfast drink powder, but excluding liquid, pre-mixed breakfast beverages.
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