On-the-go Breakfast Products: Growing Trend in Meal Solutions
Changing Lifestyles Drive Demand for Convenient Options
People are becoming increasingly busy with demanding schedules and hectic lifestyles. With less time available in the mornings, consumers are seeking convenient breakfast options that can be easily prepared or consumed on the go. This changing consumer behavior has led to strong growth in the market for on-the-go breakfast products in recent years.
Rise of Portable Breakfast Items
One of the primary drivers of growth has been the rise in popularity of portable breakfast items that can be eaten anywhere. Products like breakfast bars, breakfast sandwiches, frozen waffles and pancakes, breakfast burritos and taquitos have seen booming sales as people grab them in the morning and head straight to work or school. Their compact size, individual packaging and ability to be eaten with one hand make them ideal for consuming while commuting or traveling. Major food companies have also introduced smaller sized packing like 100-200 calorie packs of cereal, oatmeal and yogurt to cater to this growing trend.
Expanded Distribution of Breakfast Foods
Along with innovative product formats, expanded distribution channels for breakfast items have also supported their increasing consumption on the go. Traditionally available only in grocery stores, many breakfast foods can now be easily purchased at convenience stores, gas stations, coffee shops and even food trucks. This wider accessibility has made it more convenient for time-starved consumers to pick up breakfast solutions whenever needed. Several companies are also ramping up delivery options through online retailers or partnerships with food delivery platforms to help people get their breakfast fixes delivered right to their doors.
Growth of Healthful and Nutritious Options
While convenience remains a top priority, many consumers also want their on-the-go breakfast choices to be nutritious. There is growing demand for products with whole grains, high protein and fiber that provide sustained energy. To attract such health-conscious buyers, companies are innovating with ingredients like ancient grains, nuts, seeds and fruit in items like breakfast bars, cups and wraps. They are also emphasizing reduced sugar, all-natural formulations and transparent nutrition labels. Some startups are focusing solely on crafting artisanal, single-ingredient snacks. These healthier alternatives are finding many takers ready to pay a premium for well-balanced breakfasts on the run.
Popularity of Breakfast Combos and Meal Deals
Manufacturers are realizing that combining breakfast items into intuitive combos and meal deals makes it easier for people to grab a complete breakfast assortment in one transaction. Supermarkets arrange specialized sections promoting paired offerings like yogurt or oats with fruit and nuts, or tea/coffee with breakfast sandwiches or baked goods. Several QSR chains bundle breakfast platters comprising an entrée, sides and beverage into affordable price points. Meanwhile, foodservice operators are experimenting with innovative breakfast packs curated to suit taste profiles and portable consumption. These pre-planned meals and meal bundles allow customers to make swift, hassle-free breakfast purchases.
Customization and Hyper-Localization of Products
With rising health-consciousness and preferences for regional flavors, customization is becoming an important trend. Companies are allowing customers to personalize breakfast products with mix-ins like granola, nuts or dried fruits according to their tastes. Some firms offer seasonal, limited-edition breakfast items featuring locally-sourced ingredients popular in specific areas. Local bakeries too craft specialty breakfast pastries and breads using native ingredients. Hyper-localization helps artisanal brands better connect with local populations and command premium prices. It also gives mainstream players opportunities to experiment with niche ingredients and expanding into new markets.
Adoption of Delivery and Drive-Thru Models
Busy consumers demand even more convenient acquisition of on-the-go breakfasts products. Delivery services and apps specialized for breakfast essentials cater to this need by bringing morning meals right to doorsteps or workplaces. Meanwhile, fast food chains are scaling up breakfast drive-thru lanes and introducing curbside pickup/takeout models for contactless ordering. They leverage digital platforms and loyalty programs to serve frequent breakfast patrons on the go. Growing adoption of such delivery, pickup and drive-thru services for breakfast suggests ongoing migration towards ultra-convenient consumption and hints at the potential to further expand breakfast retailing beyond traditional stores.
Thriving $60 Billion U.S. Breakfast Market
Several industry reports estimate the total U.S breakfast market to be worth around $60 billion currently and growing at a steady pace yearly. Much of this value comes from the on-the-go breakfast product segment which captures a majority share overall. The demand looks set to surge further with evolving work culture encouraging mobile lifestyles. This expanding addressable base presents lucrative opportunities for existing and new market players to tap into the needs of time-pressed consumers through continuous product, packaging and service innovations tailored for breakfasts on the run.
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