The research from the independent business analyst reveals that consumers in Australasia are seeking new and faster solutions to everyday tasks. Consumers are turning to on-the-go options that facilitate their multitasking lifestyles.
“Growing demands on time have significantly affected main meal consumption, which typically requires the type of planning and preparation that consumers increasingly cannot spare,” says Katrina Diamonon, consumer analyst at Datamonitor. “This is particularly so for the breakfast occasion, which has suffered from fast-paced work lives that often deprive consumers the luxury of sitting down to a meal before work.”
Australasian consumers are particularly prone to skipping daytime meals, with more than a quarter (29%) of Australians skipping breakfast at least three times a week, and 22% skipping lunch with the same frequency (even higher than global averages).
“Consumers’ busy lives, as well as their growing awareness of all things health and nutrition, has driven the success of liquid breakfast offerings that not only provide the requisite nutritional benefits but are also conducive to on-the-go consumption,” says Diamonon.
Indicative of the growing ‘liquid food’ trend, functional drinks – particularly those that purport to boost energy – are in a significant growth phase in Australia and New Zealand, and are forecast to reach A$1.7m in 2014.
Source: Datamonitor
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