According to the latest data from Mintel Oxygen Consumer Insights, consumers continue to look for shortcuts when it comes to healthy, satisfying breakfasts. With hectic schedules gobbling up time, 63 percent say they feel low on energy in the morning but only 48 percent eat breakfast every day. This amplifies the need for speed, convenience and portability.
While only 22 percent of respondents eat frozen entrees for breakfast, more than half of the consumers surveyed, or 53 percent, said they would like to see more frozen/refrigerated breakfast entrees in the grocery store. It appears the desire to see more frozen/refrigerated breakfast options is higher than purchase of current retail selections.
This dovetails with another question that revealed 50 percent of consumers believe there are more breakfast options in restaurants than in grocery stores. However 52 percent of consumers are trying to save money by cutting back on the number of times they eat out for breakfast.
“A summary of those survey results highlights great opportunities for food formulators and manufacturers. Consumers appear to be saying they are inclined to purchase breakfast more often from retail operations in order to save money. What they want is a better selection of flavorful, innovative frozen and refrigerated breakfast options. This is something manufacturers can provide with the right ingredients as the basis for flavor functionality and consumer appeal — ingredients like REAL eggs.”
Mintel analysts said the market holds room for more vending concepts that allow commuters to grab an affordable breakfast while on the go. Due to hectic schedules, consumers are more likely to eat convenient breakfast foods on weekdays, specifically microwaveable, portable options such as bowls or handheld sandwiches and wraps.
This doesn’t impact breakfast sales alone. While the majority of breakfast handheld products are consumed for the morning meal, 46 percent of consumers eat them for lunch, 30 percent for dinner and at least 20 percent as a snack. This illustrates a recent foodservice trend of burring dayparts. The Mintel analysts said due to the fact that consumers are eating breakfast handheld foods throughout the day, “keeping the focus on the high protein content and feeling full could help to drive consumption during non-breakfast periods,” according to the report.
“REAL eggs offer formulators a filling, nutritious breakfast protein choice,” says Elisa Maloberti, director of egg product marketing. “Consumers are already familiar with eggs, in fact, 94 percent of them have eggs at home. Multiple studies confirm the fact that egg protein is filling and helps with satiation. Finally, further processed egg ingredients are available in premade patties so food manufacturers can easily pair them with spices and sauces, whole grain breads and other flavorful accompaniments to create innovative bowls or handhelds in the retail case.”
We take the pulse of breakfast trends around the country and give you updates once per quarter. Click on http://www.aeb.org/food-manufacturers/incredible-breakfast-trends for the latest news.