The Breakfast Renaissance: Capturing the Morning Though Thoughtful Research
The Breakfast Renaissance:
Capturing the Morning Though Thoughtful Research
Breakfast was hit hard early in the pandemic when disrupted commutes and routines upended morning meals. But as life resumes, consumers are eager to revive breakfast traditions, albeit with new expectations. While classic offerings remain relevant, brands must cater to demand for portability, flexibility, and personalization. Success requires analyzing changing consumer needs and rethinking breakfast culture accordingly.
- Snackification – The rise of all-day snacking, especially among Gen Z, enables breakfast formats beyond the traditional morning meal. Rethinking cereals, sandwiches and bars as grab-and-go bites provides options for late nights and in-between cravings.
- Commuter Classics – With commutes resuming, convenient ordering and portability take center stage. Speedy pick-up, multiple drive-thru lanes, and merch like branded totes cater to busy mornings on the go.
- Brunch 2.0 – As brunches reopen, consumers expect an experiential social occasion that justifies time and cost. Innovative menus, rewards programs, and grazing boxes provide Instagrammable and adventurous options.
- Feel Good Foods – While still prioritizing nutrition, consumers want healthy options positioned as delicious and simple versus an obligatory diet. Build-your-own customization enables personalization based on needs.
Remaking Breakfast as an Anytime Bite
Commuter Classics: Optimizing for On-the-Go
Elevating the Social Occasion
Feel Good Foods:
Making Healthy Craveworthy
Today’s consumer seeks more than just the morning basics from breakfast. By catering to evolving priorities around convenience, flexibility and experience, brands can innovate across snacks, portability, social occasions and nutrition. Prioritizing these key opportunities will be essential to win today’s on-the-go and health-conscious AM eater.