Consumers are increasingly skipping breakfast as a result of their on-the-go lifestyles, according to food industry research company Technomic.
In its 2017 Breakfast Consumer Trend Report, Technomic revealed that less people are breakfasting now than in 2015, coming largely at the expense of at-home breakfast occasions.
The research shows that fewer consumers now than two years ago say that skipping breakfast is unhealthy, meaning that snacks or beverages could increasingly be considered suitable replacements for a full morning meal.
All-day breakfast menus remain popular, with 30% of consumers saying that they are purchasing breakfast fare beyond morning hours more often now than two years ago.
Technomic claims there is an opportunity to grow brunch occasions, as 40% of consumers eat brunch at least once a week. Additionally, 31% of consumers say they consider breakfast to be more of a destination than they did two years ago
Meanwhile coffee brand loyalty is down. Currently, 37% of coffee drinkers say they are loyal to a coffee brand or the restaurant that serves their preferred coffee, compared to 41% in 2015.
Technomic director of consumer insights Kelly Weikel said: “Speedy service and craveable grab-and-go options can help operators and suppliers engrain themselves into consumers’ morning routines
“Time also remains a key deterrent to breakfast occasions, so operators will need to push the envelope in terms of convenience. Order ahead and delivery capabilities are likely to appeal to those who constantly feel short on time in the mornings.”
The results were compiled from more than 1,500 consumers and aim to serve as a guide for foodservice operators to identify key areas of opportunity.
Research published earlier this year revealed the average UK consumer spend at breakfast has seen a 31% increase since 2015, despite a 11% decrease in the number of people eating breakfast out.
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