October-November 2021 - 15

L
ong considered the most important
meal of the day, breakfast is
also a meal that's enjoyed at all
times, whether it's on the go, sitting
down in an eatery, at home
or at work.
During the COVID-19 pandemic
and its ensuing lockdowns, essential
workers and first responders drove
demand for ready-to-eat breakfast
selections, and vending machines and
micro markets became go-to destinations
for workers. Meanwhile, workers
sheltering at home and freed from
their commutes transitioned from onthe-go
breakfast items to more substantial
fare, embracing what Whole
Foods has called the " epic breakfast
every day " trend.
Another defining trend of
2020: indulgence. Aligned with
that trend, this year's list of
most-ordered breakfast foods,
according to Statista, showed
huge growth for sweet items
like acai bowls (up 353% year
over year) and frozen mocha
beverages (+336%); following
were chorizo burritos
(up 304%), potato pancakes
(+264%) and strawberry
banana smoothies (+216%).
A recent study conducted
by the Harris Poll and commissioned
by General Mills Foodservice
found that consumers are eating
more breakfast foods than normal
during the pandemic and not just in
the morning hours. Nearly a quarter
reported eating more breakfast foods
during the COVID-19 pandemic
than they normally would (24%)
with items such as eggs (72%), cereal
and pancakes (both 51%) and bakery
items such as donuts (36%), cinnamon
rolls (34%) and muffins (33%)
among the top favorite items. Further,
nearly four in five Americans (79%)
have eaten breakfast foods outside of
the traditional breakfast meal in the
past year.
75746976 } Oksanabratanova | Dreamstime
The nationwide poll, conducted
between Feb. 11 and 16, surveyed
more than 2,000 adults, ages 18 and
over, to learn how the COVID-19 pandemic
has impacted their eating habits
at home, work or dining in public.
" The recent poll shows that people
are eating more breakfast foods during
the pandemic and enjoying them
for lunch, dinner and even dessert, "
said Mark Harmon, who analyzes
consumer insights for General Mills
Foodservice. " We also learned that
consumers are eager to return to
restaurants to enjoy their favorite
breakfast and brunch foods. "
For operators of micro markets
and vending in workplace venues,
these trends signal that the breakfast
boom will continue as more people
return to work.
Results from General Mills' poll
suggested that consumers who are
eating more breakfast foods during the
pandemic over the past year are doing
so because they feel they have more
freedom in what and when they eat.
Poll participants said they have more
time in their schedules (52%), they've
been craving their favorite breakfast
foods (37%), they want to eat something
fun that brings them joy (33%)
or breakfast favorites remind them of
childhood (24%).
" Consumers' love of breakfast is
strong, giving chefs and foodservice
operations the chance to reimagine
breakfast, " said Harmon, who added
that breakfast often has an impulsive
nature that can be activated with
new and different menu items. " For
instance, consumers may not have
breakfast for dinner in their regular
rotation of eating, but they may be
tempted to splurge on it for a memorable
experience, " he observed.
The General Mills study offers
other helpful findings. Consumers
have a deep affection for breakfast,
for instance, with three in five Americans
(62%) saying it is their favorite
meal of the day and over half (56%)
saying they love breakfast food more
now than they did a year ago. And
three-quarters of survey respondents
(79%) have eaten breakfast foods for
meals other than breakfast in the past
year with more than half (59%) saying
they have eaten breakfast foods
for dinner. Additionally, half have
enjoyed breakfast foods for lunch and
one-fifth have eaten breakfast items
for dessert. Lastly, more than half
(66%) said they love creative twists
on breakfast menu items.
Consumers' love of breakfast
is strong, giving chefs and
foodservice operations the
chance to reimagine breakfast. "
Mark Harmon, General Mills Foodservice
CLASSIC AND ARTISAN
Employees back at work should
expect more offerings at their micro
markets and vending machines, and
breakfast options are no exception.
Accordingly, more of the industry's
food suppliers are offering appealing
breakfast selections.
Founded in 1955, E.A. Sween Co.
manufactures a wide range of breakfast
sandwiches for the Deli Express
and Market Sandwich lines. Sandwiches
ship frozen and have a 14-day
refrigerated shelf life once thawed.
Market Sandwich items are packaged
in a paper bag with a clear window for
product visibility. Items in both lines
can be purchased from a refrigeration
unit and heated in the package in the
microwave, making them perfect for
markets or vending.
" Eating on the go has changed
throughout the pandemic, " said EA
October/November 2021 * VendingMarketWatch.com 15
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October-November 2021

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