oday’s consumers are driving past breakfast drive-thrus
slightly more often than they did
in 2015, and are also turning to
their local grocers for more at-home breakfast components, according to Technomic’s
new 2017 Breakfast Consumer Trend Report,
powered by Ignite.
Driven by changing lifestyles, consumers
are skipping breakfast more frequently than in
previous years. The majority (62% vs. 57% in
2015) now skip breakfast at least once during
a typical week, and 39% (vs. 35% in 2015) skip
it at least once on weekends. The changes in
consumers’ breakfast attitudes mirror the
Technomic’s latest learnings on the high-growth category
What’s on Consumers’
Technomic cracks into the latest research
on the morning daypart.
busy pace of modern life and evolving definitions of healthy eating, according to top-line
data from the comprehensive research study,
which serves as a guide to help allied food
industry partners understand consumption
patterns and attitudes about breakfast and to
identify key areas of opportunity.
Among the key highlights of the study:
• 47% say the main reason they eat breakfast
at home is that it saves money.
• 31% of consumers say they consider breakfast to be more of a destination than they did
two years ago.
• 37% of coffee drinkers say they are loyal to
a coffee brand or the restaurant that serves
their preferred coffee.
Fewer consumers now vs. two years ago say
that skipping breakfast is unhealthy, meaning
that snacks or beverages are increasingly considered to be suitable replacements for a
full morning meal. Beyond those who
choose a snack or beverage over eating breakfast, others are skipping it
“Time remains a key deterrent
to [away-from-home] breakfast
occasions,” says Kelly Weikel, director of
consumer insights at Technomic. This under-
scores the crucial role convenience plays in
morning routines, she says. Busier lifestyles
and shifting perspectives toward the major
dayparts mean that fewer consumers will
consider breakfast to be a must in the future.
To that end, Weikel says, “Order-ahead and
delivery capabilities are likely to appeal to
those who constantly feel short on time in
Breakfast is frequently enjoyed at nontra-
ditional times of the day, with nearly half
(46%) of consumers overall saying they enjoy
breakfast for other main meals, particularly
for dinner (see chart, below left).
Beyond the options noted in the chart
below right, 22% of consumers report enjoying dry cereal and yogurt at nontraditional
times, which suggests that breakfast items
are increasingly viewed as convenient meals
While more folks are seeking breakfast for
other dayparts, a quarter (26%) of consumers
are keen on eating foods that are associated
with lunch or dinner for breakfast. Though
many prefer sticking to familiar favorites,
other consumers are seeking to try new flavors in the morning, including breakfast
burgers that feature classic breakfast ingredients such as a fried egg or omelet, which
are taking off with some restaurant operators.
Data for the breakfast study was compiled
from more than 1,500 consumers as well
as Technomic’s MenuMonitor and Digital
Resource Library, powered by Ignite.
Preferred Breakfast Options
Breakfast meat side
Lunch/dinner foods with breakfast flavors
Dayparts in Which Breakfast
Foods Are Enjoyed Most
snack 31% 33%
Lunch 43% 43%
snack 33% 26%
Dinner 50% 59%
Evening snack 25% 24%
snack/meal 29% 25%