inStore - July/August 2014 - 30

Brought to you by

the consumer pulse
breakfast trends

BRING CONVENIENCE AND
PORTABILITY TO YOUR LINE-UP
According to results released in the 2013 Breakfast Consumer Trend Report conducted by Technomic, Inc., breakfast is a meal still
considered an important part of the day for many consumers, with over a quarter of them reporting, 'it's a meal they always eat,'
and 80% reporting, 'that they eat it at least sometimes.' Not surprising, when consumers were asked why they skip breakfast, they
cited, 'a lack of time to eat,' as one of the top reasons both during the week and on the weekend. With the American lifestyle only
getting busier, convenience is now one of the main drivers in consumers' breakfast eating habits. Today's consumers are short-on
time and looking for something that's quick and easy to eat, without sacrificing flavor and quality. Retailers who are looking to capitalize on the growing breakfast category can appeal to these time crunched consumers by creating easy and savory foods that fit
into their morning routines.
Traditional breakfast items such as donuts and sweet goods that cater to a consumer's desire for quick and portable items still
drive sales within the breakfast bakery category according to recent Nielsen Perishables Group FreshFacts data released. Breakfast
sandwiches, which appeal to consumers desiring savory items in the morning, have tripled on limited service restaurant menus in
recent years according to the Sandwich Consumer Trends Report conducted by Technomic. As the perception of breakfast being
the most important meal of the day persist, consumers like the protein benefit breakfast sandwiches offer. Additional data released
in the 2013 NPD Eating Patterns in America report states that breakfast sandwiches have become the most frequently purchased
item bought at a restaurant for breakfast. Many consumers have extended their consumption of traditional breakfast items to all day
parts. Additionally, many restaurants which previously had opened at lunchtime, now are offering breakfast menus. Further, those
restaurants which have traditionally offered breakfast menus are now extending these offerings beyond morning hours, or even offer
breakfast throughout the day. Retailers that offer a variety of breakfast sandwich options, including choices of breads and fillings,
can help satisfy the cravings of today's on-the-go consumer.

CONSUMER TRENDS DRIVING BREAKFAST PURCHASES
US Breakfast Bakery Category Share of Dollars
(52 weeks ending 12/28/2013)

When consumers were asked 'what attributes are
important to them in breakfast items,' consumers
responded that they valued savory, affordable
and portable items.

what our experts say
To meet the needs of today's on-the-go consumer, breakfast items that offer portability and convenience are in high demand. Retailers have
an opportunity to appeal to consumers by providing convenient, portable breakfast items, such as sweet or savory sandwiches, wraps
or baked goods. Offering consumers a variety of on-the-go breakfast choices give retailers, not only a way to increase sales, but a solid
reason for repeat business.
From a foodservice perspective, in addition to portability and convenience, consumers are looking for value. Key drivers for value are quality,
taste and freshness, and being able to offer customization is highly important in creating good value. Operators who will have the greatest
success will be those who understand who are the heavy foodservice consumers and how they can leverage drivers with breakfast product
offerings. For example, we know that heavy foodservice consumers tend to skew younger, are heavily engaged with social media and are
tech savvy, and highly influential with peers. They want foodservice to solve a problem, make life easier and/or entertain them. Offering a
menu that includes healthier options that are innovative and can be customizable will have strong consumer appeal. Creating a signature
menu item is also increasing in importance with consumer expectations.

- Ryan Barnett,
Market Insights Manager

inStore - July/August 2014

Table of Contents for the Digital Edition of inStore - July/August 2014