Breakfast trends at both retail and foodservice are adapting to evolving tastes, requiring food industry players to adjust to satisfy consumers, according to a study produced by Packaged Facts, Rockville, Md.
The study, “Bundle: Breakfast Trends and Opportunities,” consists of three reports of market research studies on breakfast retail, foodservice and culinary trends.
"Now more than ever, success as a marketer and manufacturer in the breakfast food industry requires understanding that breakfast trends at both retail and foodservice reflect a growing consumer state of mind that the most important meal of the day is one that can be experienced in a multitude of ways," says David Sprinkle, research director.
The report reveals that more than half of U.S. households agree that breakfast is more important than lunch or dinner. Consumers who believe in the superiority of breakfast above all other meal times are dubbed "breakfast believers." The study also found that women, adults over age 65, African Americans and Hispanics emerge as demographics with greater propensity to be breakfast believers.
Based on a variety of factors and trends, Hispanics are positioned to be among the most influential "breakfast believers." Accounting for more than 60 million in 2018, Hispanics represent almost 19% of the U.S. population and are expected to grow 9% through 2020. This growing presence combined with a collective buying power requires marketers to leverage strategies to appeal to the respective traditional and cultural values of Hispanics and other multicultural consumers. Packaged Facts points to the growing popularity of breakfast bowls and breakfast hash as culinary trends that have gained prominence on restaurant menus in part because they are formats that welcome all kinds of global flavor influences, such as Asian and Hispanic ingredients.
"Race and ethnicity emerge as distinguishing characteristics in breakfast usage and habits. With an increasingly diverse population, it's prudent for breakfast marketers and restaurateurs to understand the importance of targeting households across the cultural spectrum," says Sprinkle.
Foodservice is leading the charge in catering to consumer demand for globally inspired and authentic breakfast foods that extend beyond breakfast bowls. For example, the Asian breakfast trend consists of thrill-seeking chefs and customers looking to breakfast banh mi, congee (savory rice porridge), a.m. fried rice, bao, the crepe-like Chinese jianbing and other Asian inspirations.