Baking & Snack - April 2022 - 35

TRENDS
Breakfast
Morning
Healthy foods and small indulgent treats are popular breakfast options.
" At the end of the day, if you deliver on taste, easy to
by Michelle Smith
T
The vast majority of Americans are getting up and having
something to eat in the morning. It's a traditional
meal for some, while others are having a snack. Or
they're snacking their way through the morning.
People are out of the house more these days than they
were at the start of the coronavirus (COVID-19) pandemic,
but many are eating breakfast at home because
they are still working away from the office.
" The pandemic changed breakfast in so many different
ways, " said Lynn Dornblaser, director of innovation and
insight at Mintel. " One of the things we see is that across
so many categories, consumers feel like they're going to
hang on to a lot of their COVID food behaviors. You couple
that with the fact that a very large percentage of consumers
have been working at home, who are able to work
from home and want to continue to work at home at least
a good chunk of the time. Breakfast and lunch are the two
meals really impacted by that. "
Consumers are looking for a little bit of everything
when it comes to their breakfast foods - nutrition,
indulgence and convenience - and bakers can hop on
several very different trends.
Winning consumers at breakfast
Consumers - 95% report eating breakfast regularly, according
to IRI - are looking for healthy breakfasts that
are tasty and convenient.
make and nutrition, you're probably going to be fine, "
Sally Lyons Wyatt, executive vice president and practice
leader, client insights, IRI, said in a recent webinar,
" Winning Breakfast, Generation by Generation. "
" If you're really going to win breakfast, it's across
these three. "
She said that 67% of consumers consider healthfulness
for morning foods a priority, 51% are searching
for morning choices that offer specific nutritional benefits
like vitamins, and 30% are looking for immunity
benefits.
" If you're not calling out the benefits of your products,
you need to be doing so, " Ms. Lyons Wyatt said. " And if
you are calling them out, call them out in an omnimedia
channel perspective. "
Ms. Dornblaser said that data clearly shows consumers
want their breakfast to be healthy and filling.
" That's an opportunity and a challenge for grainbased
breakfast foods, " she said. " The opportunity for
grain-based foods, especially if they're a good source of
fiber, is they really do deliver on being filling. Healthy
can be a little more challenging. "
High-protein snacks are clearly a draw for consumers
because they consider them to have a health halo,
although the higher added protein claim has been declining
in some categories over the past couple of years.
www.bakingbusiness.com / April 2022 Baking & Snack 35
Stroopwafels
are a treat that
pairs well with
hot coffee.
Daelmans
http://www.bakingbusiness.com
Baking & Snack - April 2022

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