OVERVIEW
THE WAY WE THINK ABOUT, TALK ABOUT AND GO ABOUT BREAKFAST IS CHANGING
Indulgence has undergone a transformation. Once seen as an occasional, guilty pleasure, s evolving lifestyles and consumer expectations challenge breakfast’s traditional role in our lives, we gathered insights from top industry leaders on the topic. With breakfast in hand, we explored the trends, challenges and potential opportunities for brands to adapt and win in this evolving occasion.
WHAT’S INSIDE?
WHAT DOES BREAKFAST MEAN TODAY?
Driven by shifts in working patterns post- lockdown, the cost-of-living crisis and an ever-growing need for faster solutions – the way we consume breakfast has changed.
No longer a bowl of cereal at the kitchen table, we’re seeing a sharp rise in speedy, on-the-go solutions as well as more emotional, social and self-care moments.
Breakfast has evolved into a dynamic occasion, taking many forms, but remains the least skipped meal of the day.
WHAT SHIFTS ARE WE SEEING?
- Boundaries are blurring: Is breakfast past 10am now brunch?
- An explosion of flavour: Taste remains the top priority for consumers and new flavour-focused products are everywhere.
- Wellness through more: Functional products have given rise to a ‘more in’ mentality to health.
- Wellness through less: Consumers are also more aware than ever of consuming less additives.
PROVOCATIONS FOR BRANDS
- Premiumised on-the-go: With social and emotional breakfasts on the rise, finding ways to elevate the on-the-go occasion will be key. Think packaging, toppers and functional add-ins.
- Functional for kids: As parents become more and more wellness conscious, we’re likely to see more functional health solutions for children pop up in the supermarket.
- Personalised nutrition: Tracking technologies are enabling consumers to make breakfast choices tailored to their unique health needs and goals, such as energy, digestion, or weight management.