Findings: Convenience is a top priority for breakfast, with 90% of U.S. consumers preparing morning meals in under 15 minutes. Gen Z and Millennials are projected to drive growth in on-the-go and away-from-home breakfast options through 2027. Beverages continue to be an important part of breakfast, with growing interest in health-focused drinks like protein shakes.
Key Takeaway: Convenience, quality, and nutrition are key factors in breakfast choices. Quick, easy-to-prepare foods and beverages will dominate both at-home and away-from-home breakfast occasions.
Trend: The demand for convenient, quick-prep breakfast options and the increasing popularity of health-conscious beverages.
Consumer Motivation: Consumers prioritize ease and speed for breakfast, seeking products that are quick, nutritious, and sometimes portable.
What is Driving Trend: The need for convenience, rising demand for health-focused breakfast options, and an increase in away-from-home dining due to budget confidence as inflation stabilizes.
Target Demographic: All age groups, with Gen Z and Millennials leaning towards on-the-go options and breakfast out, while older generations focus more on traditional, easy-to-prepare items at home.
Description of Products or Services: Quick breakfast items like heat-and-eat potatoes, sandwiches, frozen waffles, and health-focused beverages such as protein shakes and energy drinks.
Consumer Age Range: All ages, with specific preferences for younger (Gen Z and Millennials) and older demographics.
Conclusions: Convenience remains crucial in breakfast, but there’s a growing split between at-home quick meals and a rise in away-from-home options, especially among younger generations.
Implications for Brands: Food and beverage brands should emphasize convenience, quality, and health benefits in breakfast products, targeting younger consumers with portable, restaurant-style items and appealing to older consumers with easy prep options.
Implications for Society: The trend towards quick, convenient breakfast options may impact traditional cooking skills and promote reliance on ready-made meals, with a shift toward experiential dining for younger consumers.
Implications for Consumers: Consumers benefit from more convenient, quick breakfast options that fit into busy schedules, especially those that offer nutritional value and energy boosts.
Implications for the Future: As convenience remains a priority, innovations in quick-prep and portable breakfast items are expected to grow, with foodservice providers differentiating through unique, restaurant-quality experiences.
Consumer Trend: Preference for quick, easy breakfast solutions with a rise in portable options.
Consumer Sub Trend: Increased interest in health-focused breakfast beverages, especially protein and energy drinks.
Big Social Trend: Convenience-driven food consumption, especially in the breakfast segment.
Local Trend: On-the-go and away-from-home breakfast growth among younger demographics in the U.S.
Worldwide Social Trend: Global demand for convenient, health-focused breakfast options.
Name of Big Trend Implied: “Convenient Breakfast Solutions.”
Name of Big Social Trend Implied: “Efficiency in Everyday Food Choices.”
Social Drive: A collective push for ease, speed, and nutrition in breakfast routines.
Learnings for Companies in 2025: Companies should focus on creating convenient, mess-free breakfast products that deliver on taste, health benefits, and portability to meet the needs of time-pressed consumers.
Strategy Recommendations for Companies in 2025:
Develop easy-to-prepare or portable breakfast items to cater to busy consumers.
Emphasize nutritional value and taste to appeal to health-conscious buyers.
Differentiate on-the-go offerings with unique flavors or novel presentations to attract younger demographics.
Final Sentence (Key Concept): "Convenience remains key in breakfast choices, with consumers seeking quick, nutritious, and portable options that fit their busy lifestyles."
What Brands & Companies Should Do in 2025: Brands should prioritize convenient, nutritious breakfast solutions that are easy to prepare or take on the go. Highlighting quality, health benefits, and unique flavors or presentations can help brands capture the attention of younger consumers increasingly dining outside the home.
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