Breakfast Foods: The Consumer - US - November 2006

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Consumer research information
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Breakfast food market has major competition from foodservice
• Convenience and portability essential for weekday breakfasts
• Opportunity to "make (weekday) mornings fun"
  • Figure 1: Weekday and weekend breakfast eating styles, September 2006
• Older consumers dedicated to breakfast
• Among women, breakfast used as strategy to curb eating
• Need to increase frequency of breakfast eating among blacks
• Cereal and toast rule weekday mornings
• Packaging innovations could trim clean-up time
• Dads in charge of breakfast?
• Opportunity to be the peacemaker at the breakfast table
• Breakfast burritos and beyond: Ethnic foods to change the morning meal
• Market Drivers
• Medical research--and publicity from it--encourages eating breakfast
• Time still a major factor in the morning routine
• The most important meal of the day?
• Bigger breakfasts often left for the weekends only
  • Figure 2: Whether eat breakfast and when, September 2006
  • Figure 3: Tendency to "only cook breakfast meats on weekends" among those who use breakfast meats, August 2005
• Foodservice giving packaged foods more competition
  • Figure 4: Breakfast items at restaurants, June 2006
• Market addresses the need for convenience and portability
  • Figure 5: Average commuting times in select major U.S. cities, October 2006
• Breakfast Consumption
• Weekdays, weekends, or both?
  • Figure 6: Breakfast consumption patterns, weekends and/or weekdays, September 2006
  • Figure 7: Breakfast consumption patterns, weekends and/or weekdays, by age, September 2006
  • Figure 8: Breakfast consumption patterns, by household income, September 2006
  • Figure 9: Breakfast consumption patterns, weekends and/or weekdays, by race/ethnicity, September 2006
• Frequency of eating breakfast
  • Figure 10: Frequency of eating breakfast in past seven days, September 2006
  • Figure 11: Frequency of eating breakfast in past seven days, by age, September 2006
  • Figure 12: Frequency of eating breakfast in past seven days, by race/Hispanic origin, September 2006
• Reasons for Eating Breakfast
  • Figure 13: Reasons for eating breakfast, September 2006
  • Figure 14: Reasons for eating breakfast, by gender, September 2006
  • Figure 15: Reasons for eating breakfast, by age, September 2006
  • Figure 16: Reasons for eating breakfast, by household income, September 2006
  • Figure 17: Reasons for eating breakfast, by race/Hispanic origin, September 2006
  • Figure 18: Reasons for eating breakfast, cross-tabulated with weekend/weekday breakfast eating habits, September 2006
• How and What Breakfast Eaters are Eating
• On the weekdays
• Ways of eating breakfast
  • Figure 19: Weekday breakfast eating styles, September 2006
  • Figure 20: Weekday breakfast eating styles, by age, September 2006
• Types of breakfast foods eaten on weekdays
  • Figure 21: Weekday breakfast food choices, September 2006
  • Figure 22: Weekday breakfast food choices, by age, September 2006
  • Figure 23: Weekday breakfast food choices, by household income, September 2006
  • Figure 24: Weekday breakfast food choices, by race/Hispanic origin, September 2006
• On the weekends
• Ways of eating breakfast
  • Figure 25: Weekend breakfast eating styles, September 2006
• Types of breakfast foods eaten on weekends
  • Figure 26: Weekend breakfast food choices, September 2006
  • Figure 27: Weekend breakfast food choices, by age, September 2006
  • Figure 28: Weekend breakfast food choices, by household income, September 2006
  • Figure 29: Weekend breakfast food choices, by race/Hispanic origin, September 2006
• Time Spent on Weekday Breakfast
  • Figure 30: Time spent making breakfast on weekdays, September 2006
  • Figure 31: Time spent making breakfast on weekdays, by age, September 2006
  • Figure 32: Time spent making breakfast on weekdays, by household income, September 2006
  • Figure 33: Time spent making breakfast on weekdays, by race/Hispanic origin, September 2006
• Health Factors and Breakfast
  • Figure 34: Health-related breakfast food choices, September 2006
  • Figure 35: Health-related breakfast food choices, by gender, September 2006
  • Figure 36: eClip: Cereal has "too much sugar," 2005
  • Figure 37: eClip: Fiber and potassium breakfast, 2005
  • Figure 38: Health-related breakfast food choices, by age, September 2006
  • Figure 39: eClip: Eat grits and oatmeal to lower cholesterol, 2005
  • Figure 40: eClip: Fruit and milk/yogurt shakes, 2005
• Teenagers, Children and Breakfast
• Parents, kids and breakfast
  • Figure 41: Tendency for parents and kids to argue over whether kids will eat breakfast and/or what they will have, September 2006
  • Figure 42: eClip: Dad in charge of breakfast, 2005
  • Figure 43: eClip: Parents want kids to be full all morning, 2005
• Teens
  • Figure 44: Breakfast foods eaten by teenagers, May 2005-June 2006
• Children
  • Figure 45: Breakfast foods eaten by children, January-September 2005
  • Figure 46: eClip: Eggs before the school bus, 2005
  • Figure 47: eClip: Kids make own breakfast on the weekends, 2005
• Reaching the Consumer: Advertising in the Breakfast Category
• Overview
• Advertising targeting women
  • Figure 48: Television ad for Special K cereal, 2006
  • Figure 49: Television ad for Total cereal, 2006
• Advertising targeting men
  • Figure 50: Touchdown ad for Wheaties, 2006
• Advertising targeting children
  • Figure 51: Television ad for Quaker Oatmeal, the kid band, 2006
• The use of humor in breakfast advertising to kids
  • Figure 52: Television ad for Eggo Cinnamon Toast Cereal, 2006
  • Figure 53: Television ad for Apple Jacks Cereal, 2006
  • Figure 54: Television ad for Cocoa Puffs and millsberry.com, 2006
  • Figure 55: Television ad for Eggo waffles in cartoon form, 2006
• The use of stories and personal involvement in breakfast advertising to kids
  • Figure 56: Television ad for Lucky Charms, the story continues on the box, 2006
  • Figure 57: Television ad for Pop-Tarts and poptarts.com, 2006
• The use of tie-ins in breakfast advertising to kids
  • Figure 58: Television ad for Cap'n Crunch cereal and Superman, 2006
• Advertising targeting Hispanics
  • Figure 59: Television ad for Cheerios with Hispanic family at breakfast table, 2006
• Future Trends
• More breakfast food innovation on the way
  • Figure 60: Attitudes towards hot breakfasts and new breakfast products, September 2006
• Breakfast foods may go beyond "breakfast time"
  • Figure 61: Tendency to eat breakfast foods for lunch or dinner, September 2006
• Ethnic and specialty foods to broaden what is on the breakfast table
  • Figure 62: eClip: Cheese for breakfast, 2005
• Appendix: Trade Associations