News

Breakfast will further proliferate to new dayparts

Technomic announced that despite the fact that breakfast continues to be the most skipped meal of the day, it has been a bright spot in the industry in recent years.

January 13, 2016

Technomic announced that despite the fact that breakfast continues to be the most skipped meal of the day, it has been a bright spot in the industry in recent years. Consumers' increasingly fast-paced lifestyles, growing interest in morning fare at nontraditional times and extended all-day breakfast programs are fueling the trend, according to a press release from Technomic. Lunch and dinner sales may continue to feel the effects. Among consumers who now purchase breakfast away from home more often than they did a year ago, the majority (60 percent) report cutting back on other daypart purchases as a result.

"Affordable, lighter options and convenient solutions can broaden appeal among consumers who skip breakfast," said Kelly Weikel, director of consumer insights at Technomic. "And before offering all-day breakfast, operators must carefully consider the implications. While it can drive traffic and incremental sales between traditional dayparts, it also creates significant operational challenges and can cannibalize sales of higher-priced lunch and dinner items."

Using data from more than 1,500 consumers, as well as Technomic's Digital Resource Library, Knowledge Center and MenuMonitor databases, the 2015 Breakfast Consumer Trend Report serves as a guide for foodservice operators and suppliers to understand consumer attitudes in the breakfast market. With expert insights and identification of key areas of opportunity to capitalize on consumer trends, the 2015 Breakfast Consumer Trend Report delivers insights to:

• Boost breakfast consumption — Marketing breakfast items as ideal for snacks, particularly by targeting younger consumers who are especially likely to order breakfast for between-meal occasions, may drive incremental fare between breakfast and dinner.
• Identify top players — QSR operators will continue to add more healthful, responsibly sourced fare catering to the health conscious consumer, while C-stores will continue to expand and improve upon their menus, and new, larger-format.
• Generate menu innovation — Vegetables in particular show room for growth on breakfast menus, as do other healthful options, including seasonal fruit, grains and cereals.