Mike Montemarano, Associate Editor 05.19.21
Consumer market research company Innova Market Insights recently indicated that they’ve observed a change in when consumers want indulgent flavors – today, people want to experience the indulgent flavors of desserts at breakfast time at a higher rate than before, according to the company’s recent report, “Flavors by Occasion.” The likes of cakes and cookies are proving to be popular indulgent flavors in breakfast products that have been recently launched.
The report highlights that indulgent flavors are seeing the strongest growth in foods commonly eaten at breakfast, such as cereals, bread, and dairy. Cake, cookie, and pie flavors have all increased by 9% CAGR between 2016 and 2020, while brown flavors such as chocolate, caramel, and peanut butter have increased by 6%.
Milk chocolate is currently the leading flavor in cereal products, including breakfast cereals and energy bars, however, it’s flavors inspired by the bakery category which have seen some of the strongest growth. Cookie flavored product sales have increased by 30% CAGR and brownies by 26% over 2016-2020.
“While healthy options are clearly very popular at breakfast, consumers want a bit of enjoyment to start the day,” Lu Ann Williams, global insights director at Innova Market Insights, said. “Bakery inclusions, such as chocolate cookie pieces in breakfast cereals and bars, meet that need.”
The North American bakery category has, up until now, been the main source of inspiration for these indulgent flavors, the company said. However, in the future, inspiration could come from looking at other indulgent bakery concepts from around the world, such as western Europe, which has no shortage of its own indulgent cakes and sweet biscuits which could be included as flavors for cereal products.
Through more special and indulgent-sounding flavors and tastes, the company reports that there is an opportunity for premiumization with more local or truly global concepts.
Mike Montemarano has been the Associate Editor of Nutraceuticals World since February 2020. He can be reached at mmontemarano@rodmanmedia.com.
The report highlights that indulgent flavors are seeing the strongest growth in foods commonly eaten at breakfast, such as cereals, bread, and dairy. Cake, cookie, and pie flavors have all increased by 9% CAGR between 2016 and 2020, while brown flavors such as chocolate, caramel, and peanut butter have increased by 6%.
Milk chocolate is currently the leading flavor in cereal products, including breakfast cereals and energy bars, however, it’s flavors inspired by the bakery category which have seen some of the strongest growth. Cookie flavored product sales have increased by 30% CAGR and brownies by 26% over 2016-2020.
“While healthy options are clearly very popular at breakfast, consumers want a bit of enjoyment to start the day,” Lu Ann Williams, global insights director at Innova Market Insights, said. “Bakery inclusions, such as chocolate cookie pieces in breakfast cereals and bars, meet that need.”
The North American bakery category has, up until now, been the main source of inspiration for these indulgent flavors, the company said. However, in the future, inspiration could come from looking at other indulgent bakery concepts from around the world, such as western Europe, which has no shortage of its own indulgent cakes and sweet biscuits which could be included as flavors for cereal products.
Through more special and indulgent-sounding flavors and tastes, the company reports that there is an opportunity for premiumization with more local or truly global concepts.
Mike Montemarano has been the Associate Editor of Nutraceuticals World since February 2020. He can be reached at mmontemarano@rodmanmedia.com.
