The 11th Key Global Food & Beverage Trend is The Importance of Breakfast
Mega Trend Description
Breakfast continues to be the most popular meal of the day among Millennials and Gen Z – and least of all in the morning. More and more all-day breakfasts and brunch establishments are popping up across the globe. But it’s a far cry from the full English. Think eggs pimped with truffle oil or hollandaise, brightly coloured porridge laden with superfoods, or exotic versions of the meal from around the world. Good looking, packed with nutrients, and capable of reaching the ultimate heights of deliciousness, it’s no wonder we can’t get enough of the most important meal of the day.
How this Resonates with the Younger Generation?
- More than half (54%) of Canadian consumers aged 18-34 eat breakfast while commuting and 3 in 5 (60%) consumers under 45 report that they eat breakfast while at work or school (Mintel, Sept 2016)
- Under 45’s show greater interest in breakfast foods high in protein (52%), with added vitamins (27%), infused with omega-3 (25%), and all-natural food options (43%). Canadian Millennials (aged 18-34), in particular, tend to look for breakfast foods that fuel physical activity or brain power for studying as they show a higher interest in specialised breakfast meals (27%) and in fortified breakfast foods with nutritional benefits (34%) (Mintel, Sept 2016)
- Only 25% of Millennials and Gen Z eat three square meals an day and 75% are eating some kind of snack in a typical week day. On the weekend, consumption of night time snacks dessert and brunch increase (YPulse, 2017)
- Breakfast 24/7
- Premium Porridge
- Breakfast World Fare
Read the full Global Food & Beverage Trends Report here.
New breakfast report highlights young adults, ladies who brunch and indulgent menu options as key to market growth, but pubs missing out on opportunity
Young adults and the rise of social occasions are key drivers in boosting breakfast and brunch sales for casual dining operators, according to The Future of Breakfast: An Insight Report 2017.
The new report, launched by world leading potato brand Lamb Weston, has found that young adults are driving the trend for breakfast and brunch out-of-home and are the most likely to eat it on a monthly basis across all types of hospitality venues, with 48% of 18 to 24-year-olds eating breakfast in cafés, restaurants or pubs once or twice a month or more, and 41% of 25-to 34 year-olds doing the same.
Millennials are also eating breakfast/brunch later in the day, particularly at weekends, with 32% eating brunch after 11am on Saturdays and 39% eating out after 11am on Sundays. This group is also driving the rise of “Breakfastarians”, who are looking for breakfast or breakfast influenced dishes throughout the day.
Ladies who brunch
The Future of Breakfast report also outlines breakfast/brunch’s position as a sociable, indulgent event with these occasions being driven by women, with 58% of females saying they like to indulge when eating out for breakfast and the same number also viewing breakfast as a social occasion.
Whilst consumers are more health conscious than ever before, when it comes to breakfast/brunch indulgence is a key driver for 55% of people when selecting breakfast dishes, rising to 66% for 18 to 24-year-olds. The report also highlights the need for hospitality operators to offer hot/cooked dishes on menus, with nearly half (49%) of people saying if they eat breakfast later in the day they are more likely to choose a cooked option.
When it comes to menu options the Full English breakfast is the dish most likely to be selected in pubs, restaurants and cafés by those surveyed.
The missed market: pubs
The report also found that although more Britons go out for breakfast than ever before, just 12% eat breakfast in a pub every month.
This low level of breakfast consumption in pubs is in a market where, according to the new research, 58% of people now say breakfast is the most important meal of the day. The findings also show that 67% of people feel it is important that pubs have breakfast options on the menu.
The report also highlights the ‘Third Space’ opportunity for pubs around breakfast and brunch, with 34% of UK adults now viewing it as a viable alternative to lunch or dinner for business meetings, which increases to 44% in London.
Additional key report findings include:
- Hotels and cafés are the most popular venues where UK consumers eat breakfast or brunch on a monthly basis, followed by restaurants and then pubs.
- London leads the way with the highest number of monthly breakfast/brunch occasions, with 38% of Londoners eating it once a month or more followed by the West Midlands and Northern Ireland.
- For pubs, London, East Midlands and North West are the most popular regions for breakfast/brunch; for restaurants London, the North East and Northern Ireland; for cafés London, Northern Ireland and the West Midlands are the most popular breakfast regions, and for hotels: London, Northern Ireland and West Midlands.
- Consumers are looking for different food experiences when eating breakfast out of home, with 55% of women and 46% of men saying they choose a dish that they wouldn’t prepare at home.
- The right breakfast/brunch offer helps drive outlet loyalty, with 41% of women saying if they find somewhere they like for breakfast/brunch they visit regularly.
- Breakfast is having an increasing menu influence across all day-parts from breakfast pizzas, burgers and brunch pies to cocktails.