“Breakfast has become one of the most fought-over battlegrounds in food and health, a battle fuelled by consumers’ need for easy and quick meals in the morning — and by two massively successful disruptive innovations, Belvita’s breakfast biscuit and Up & Go’s liquid breakfast,” explained Julian Mellentin, director of New Nutrition Business and author of the new report “The snackification of breakfast: How changing consumer habits are creating new opportunities.”
The new report outlines how around the world from Asia to America, breakfast is being “snackified” as time-pressed consumers are turning away from the breakfast table and towards an on-the-go breakfast — or even skipping the first meal of the day altogether.
As an example, 66% of professional workers surveyed in Asia by New Nutrition Business ate breakfast away from home three or more times in a two-week period, and 20% consumed breakfast away from home every single day. A study of 500 young Americans found that 27% skipped breakfast, and of those who did not, 25% ate breakfast away from home.
New Nutrition Business believes these changing habits can lead to numerous opportunities across a variety of food categories.
“Every type of food or beverage company, in every category, either is looking at what they can do to get their own slice of the breakfast market or is in the process of launching or building up products,” said Mr. Mellentin. “And what the successes so far — including Belvita, Up & Go, and Quaker’s single-serve oat pot Oat So Simple — have in common is a focus on the five factors that add up to success in the changing breakfast category”.
He added, “By delivering on the five factors, Oat So Simple has gone from niche to mass despite super-premium pricing of over 950% compared to other breakfast oats.”
The big successes so far, illustrated by the five case studies in the report, show that any company with ambitions in breakfast should not rule out any new product idea because it is too unfamiliar to consumers or too innovative.