Consumers' increasingly fast-paced lifestyles, growing interest in morning fare at non-traditional times and extended all-day breakfast programs are fueling the trend to expand breakfast foods into new dayparts and mealparts. In fact, according to Chicago-based Technomic’s “2015 Breakfast Consumer Trend Report,” a majority (60%) of the participants of the report say they’re cutting back on other daypart purchases because they’re purchasing breakfast away from home more often than they did a year ago.

"Affordable, lighter options and convenient solutions can broaden appeal among consumers who skip breakfast," says Kelly Weikel, director of consumer insights. "And, before offering all-day breakfast, operators must carefully consider the implications. While it can drive traffic and incremental sales between traditional dayparts, it also creates significant operational challenges and can cannibalize sales of higher-priced lunch and dinner items."

Using actionable data from more than 1,500 consumers, as well as Technomic's exclusive Digital Resource Library, Knowledge Center and MenuMonitor databases, the “2015 Breakfast Consumer Trend Report” serves as a guide for foodservice operators and suppliers to understand consumer attitudes in the breakfast market.

Additional insights include:

Boost breakfast consumption. Marketing breakfast items as ideal for snacks, particularly by targeting younger consumers who are especially likely to order breakfast for between-meal occasions, may drive incremental fare between breakfast and dinner.

Identify top players. Quick-service restaurant operators will continue to add more healthful, responsibly sourced fare catering to the health-conscious consumer, while C-stores will continue to expand and improve with new, larger-format menus.

Generate menu innovation. Vegetables in particular show room for growth on breakfast menus, as do other healthful options, including seasonal fruit, grains and cereals.