Among the common sayings that have been passed down to generation after generation is, “breakfast is the most important meal of the day.” And over the past year that has become increasingly true. Breakfast is making a comeback now more than ever. As more people are working from home, consumers have been able to find time to cook breakfast every day, not just on weekends. This brings great opportunity for innovation in the breakfast category. But what are consumers looking for? They want to shake things up and boost to their breakfast; this could come from a flavor experience, putting health first, and breaking routines.
Focus on Flavor
These unexpected times have consumers craving nostalgic experiences. Comfort foods are on the rise, and breakfast foods are not an exception to this, with classics like chicken & waffles, French Toast, and more showing growth. Yes, consumers want the comfort and familiarity but that does not mean there couldn’t been an added flair to breakfast foods. Millennials and Gen Zers are always on the hunt for what is coming next and they are more open to change. They have high expectations when it comes to flavor; in fact, flavor is one of the most important attributes they seek. That is why flavor boosting as a trend in the breakfast category is growing. One way to boost flavor? Consider adding an innovative twist to a classic breakfast food. Consumers are also looking for international and exotic flavors, like Huevos Rancheros and Shakshuka, which incorporate culture and heat. Bold, spicy, and unexpected flavors will continue to drive this trend. Lean into these trends to add some excitement to breakfast offerings.
Put Health First
Outside of flavor, healthy breakfast options are gaining speed. Consumers now expect breakfast items to have high nutritional value. Breakfast consumers report that eating a healthy breakfast makes them feel good about themselves. They want functional properties, high protein, antioxidants, gut health, and bone health. These properties are achieved through premium juices, breakfast bowls and yogurt topped with fruit & granola, as well as the inclusion of trending functional ingredients.
Along with functional ingredients in breakfast foods, there are many other ways to achieve the much-coveted health halo. The ever-growing plant-based market has penetrated the breakfast category with vegan sausage alternatives and egg substitutes. The variety of these foods has been at a steady increase and will only progress further with this trend. Additionally, plant-based foods bring in a large amount of protein for consumers, and an increasing number adults eat plant-based meat substitutes on the regular. Healthy foods will continue to become a necessity for consumers, and breakfast presents the perfect opportunity to incorporate these foods into their diets.
Changing Up Routines
There has been a lot of change over the past year, and consumers’ routines have been shifted out of their control. Breakfast is one category where the routine has changed – for the better. More consumers are willing to eat breakfast at different times of the day. Maybe consumers want to consume breakfast foods for lunch or dinner, and they have no longer face limitations in doing so. Due to this change of routine, consumers are open to new flavors and dishes in the morning. Examples of some growth cuisines in the breakfast category include European, fusion, Indian and Middle Eastern.
Even though breakfast has been increasingly expanding into other dayparts, consumers aren’t spending as much time on cooking it. With increasingly busy schedules, convenience is key. Consumers are also looking for quick-prep items; with everyone in the household home at once, it is important for breakfast to be fast and easy, requiring little prep time. For example, these can include products that are premade frozen or refrigerated breakfast bowls or breakfast bites, which can include meat, eggs, and cheese.
Building Better Breakfasts
Not only is the breakfast category going to welcome innovation, but consumers are craving it. They want flavor, health, and are willing to break their routines. With a little innovation, breakfast will be taken to a whole other level.
To help inspire your next breakfast innovations, we’re launching a new sample collection, The Rise & Dine Collection, this fall. Subscribe to our e-newsletter to find out our launch date – and request samples as soon as they’re available!