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Published by: Mintel International Group Ltd.
Published: Nov. 1, 2006 - 62 Pages
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Consumer research information
- Abbreviations and terms
- Abbreviations
- Terms
- EXECUTIVE SUMMARY
- Breakfast food market has major competition from foodservice
- Convenience and portability essential for weekday breakfasts
- Opportunity to “make (weekday) mornings fun”
- Figure 1: Weekday and weekend breakfast eating styles, September 2006
- Older consumers dedicated to breakfast
- Among women, breakfast used as strategy to curb eating
- Need to increase frequency of breakfast eating among blacks
- Cereal and toast rule weekday mornings
- Packaging innovations could trim clean-up time
- Dads in charge of breakfast?
- Opportunity to be the peacemaker at the breakfast table
- Breakfast burritos and beyond: Ethnic foods to change the morning meal
- MARKET DRIVERS
- Medical research—and publicity from it—encourages eating breakfast
- Time still a major factor in the morning routine
- The most important meal of the day?
- Bigger breakfasts often left for the weekends only
- Figure 2: Whether eat breakfast and when, September 2006
- Figure 3: Tendency to “only cook breakfast meats on weekends” among those who use breakfast meats, August 2005
- Foodservice giving packaged foods more competition
- Figure 4: Breakfast items at restaurants, June 2006
- Market addresses the need for convenience and portability
- Figure 5: Average commuting times in select major US cities, October 2006
- BREAKFAST CONSUMPTION
- Weekdays, weekends, or both?
- Figure 6: Breakfast consumption patterns, weekends and/or weekdays, September 2006
- Figure 7: Breakfast consumption patterns, weekends and/or weekdays, by age, September 2006
- Figure 8: Breakfast consumption patterns, by household income, September 2006
- Figure 9: Breakfast consumption patterns, weekends and/or weekdays, by race/ethnicity, September 2006
- Frequency of eating breakfast
- Figure 10: Frequency of eating breakfast in past seven days, September 2006
- Figure 11: Frequency of eating breakfast in past seven days, by age, September 2006
- Figure 12: Frequency of eating breakfast in past seven days, by race/Hispanic origin, September 2006
- REASONS FOR EATING BREAKFAST
- Figure 13: Reasons for eating breakfast, September 2006
- Figure 14: Reasons for eating breakfast, by gender, September 2006
- Figure 15: Reasons for eating breakfast, by age, September 2006
- Figure 16: Reasons for eating breakfast, by household income, September 2006
- Figure 17: Reasons for eating breakfast, by race/Hispanic origin, September 2006
- Figure 18: Reasons for eating breakfast, cross-tabulated with weekend/weekday breakfast eating habits, September 2006
- HOW AND WHAT BREAKFAST EATERS ARE EATING
- ON THE WEEKDAYS
- Ways of eating breakfast
- Figure 19: Weekday breakfast eating styles, September 2006
- Figure 20: Weekday breakfast eating styles, by age, September 2006
- Types of breakfast foods eaten on weekdays
- Figure 21: Weekday breakfast food choices, September 2006
- Figure 22: Weekday breakfast food choices, by age, September 2006
- Figure 23: Weekday breakfast food choices, by household income, September 2006
- Figure 24: Weekday breakfast food choices, by race/Hispanic origin, September 2006
- ON THE WEEKENDS
- Ways of eating breakfast
- Figure 25: Weekend breakfast eating styles, September 2006
- Types of breakfast foods eaten on weekends
- Figure 26: Weekend breakfast food choices, September 2006
- Figure 27: Weekend breakfast food choices, by age, September 2006
- Figure 28: Weekend breakfast food choices, by household income, September 2006
- Figure 29: Weekend breakfast food choices, by race/Hispanic origin, September 2006
- TIME SPENT ON WEEKDAY BREAKFAST
- Figure 30: Time spent making breakfast on weekdays, September 2006
- Figure 31: Time spent making breakfast on weekdays, by age, September 2006
- Figure 32: Time spent making breakfast on weekdays, by household income, September 2006
- Figure 33: Time spent making breakfast on weekdays, by race/Hispanic origin, September 2006
- HEALTH FACTORS AND BREAKFAST
- Figure 34: Health-related breakfast food choices, September 2006
- Figure 35: Health-related breakfast food choices, by gender, September 2006
- Figure 36: eClip: Cereal has “too much sugar,” 2005
- Figure 37: eClip: Fiber and potassium breakfast, 2005
- Figure 38: Health-related breakfast food choices, by age, September 2006
- Figure 39: eClip: Eat grits and oatmeal to lower cholesterol, 2005
- Figure 40: eClip: Fruit and milk/yogurt shakes, 2005
- TEENAGERS, CHILDREN AND BREAKFAST
- Parents, kids and breakfast
- Figure 41: Tendency for parents and kids to argue over whether kids will eat breakfast and/or what they will have, September 2006
- Figure 42: eClip: Dad in charge of breakfast, 2005
- Figure 43: eClip: Parents want kids to be full all morning, 2005
- Teens
- Figure 44: Breakfast foods eaten by teenagers, May 2005-June 2006
- Children
- Figure 45: Breakfast foods eaten by children, January-September 2005
- Figure 46: eClip: Eggs before the school bus, 2005
- Figure 47: eClip: Kids make own breakfast on the weekends, 2005
- REACHING THE CONSUMER: ADVERTISING IN THE BREAKFAST CATEGORY
- Overview
- Advertising targeting women
- Figure 48: Television ad for Special K cereal, 2006
- Figure 49: Television ad for Total cereal, 2006
- Advertising targeting men
- Figure 50: Touchdown ad for Wheaties, 2006
- Advertising targeting children
- Figure 51: Television ad for Quaker Oatmeal, the kid band, 2006
- The use of humor in breakfast advertising to kids
- Figure 52: Television ad for Eggo Cinnamon Toast Cereal, 2006
- Figure 53: Television ad for Apple Jacks Cereal, 2006
- Figure 54: Television ad for Cocoa Puffs and millsberrycom, 2006
- Figure 55: Television ad for Eggo waffles in cartoon form, 2006
- The use of stories and personal involvement in breakfast advertising to kids
- Figure 56: Television ad for Lucky Charms, the story continues on the box, 2006
- Figure 57: Television ad for Pop-Tarts and poptartscom, 2006
- The use of tie-ins in breakfast advertising to kids
- Figure 58: Television ad for Cap’n Crunch cereal and Superman, 2006
- Advertising targeting Hispanics
- Figure 59: Television ad for Cheerios with Hispanic family at breakfast table, 2006
- FUTURE TRENDS
- More breakfast food innovation on the way
- Figure 60: Attitudes towards hot breakfasts and new breakfast products, September 2006
- Breakfast foods may go beyond “breakfast time”
- Figure 61: Tendency to eat breakfast foods for lunch or dinner, September 2006
- Ethnic and specialty foods to broaden what is on the breakfast table
- Figure 62: eClip: Cheese for breakfast, 2005
- APPENDIX: TRADE ASSOCIATIONS
AbstractThis report examines the breakfast foods market, taking an in-depth look at consumer consumption of breakfast, their attitudes towards the morning meal occasion, the types of foods eaten in the morning, and the issues that drive consumers’ breakfast choices. This report also explores the motivations for eating breakfast, ranging from the simple (because of hunger) to the more complex (because skipping breakfast leads to overeating later during the day, for example).
The report’s structure is based on the understanding that weekday breakfasts are very different from weekend breakfasts and that there are many American consumers that skip the meal Monday through Friday, or Saturday and Sunday. (Fortunately for category players, some 72% of Mintel respondents report that they typically eat breakfast on both the weekdays and weekends.) The analysis provides insights on how and what consumers are eating for breakfast on typical weekdays, as compared to typical weekends. Also, since time is a factor in what a consumer might eat for breakfast on weekdays, Mintel explores the amount of time weekday breakfast eaters tend to spend on each of three parts of the breakfast process: preparation, eating, and clean-up. The findings suggest opportunities to trim time off of the breakfast clean-up process.
While this analysis is heavily founded on the results of an exclusive Mintel consumer survey, Mintel also culled qualitative research results from its proprietary database of focus groups and one-on-one interviews with respondents about food, drinks and health/wellness issues. And, since many advertisements in the breakfast food arena are meant to appeal to very specific consumer audiences, this report contains an analysis of the advertising that targets men, women and children, specifically. Clips of several television ads from players in the breakfast food arena are included in the report.
Fast food establishments and more upscale quick-service restaurants (e.g., Starbucks, Panera, etc.) continue to expand their breakfast offerings. Therefore, it is more important than ever for makers and marketers of packaged breakfast foods to understand their current and potential consumers, the typical morning routines of these consumers and the “hot buttons” that persuade or dissuade them to buy a particular breakfast food. This report addresses these issues and reveals what the findings mean to market players.
This report is a companion to Mintel’s Breakfast Food: The Market—U.S., October 2006. That report covers all types of foods typically eaten for breakfast, which include the following:
- hot and cold cereal, including wheat germ
- breakfast meats, including bacon and breakfast sausage
- breakfast breads, including shelf-stable, frozen, and refrigerated bagels, English muffins, croissants, and breakfast bread dough
- sweet breakfast breads and pastries, including shelf-stable, fresh, refrigerated, and frozen waffles, pancakes, donuts, pastries, muffins, refrigerated and frozen pancakes and waffles, and mixes to make such products
- yogurt, excluding yogurt drinks
- eggs, including fresh eggs and refrigerated and frozen egg substitutes
- breakfast entrées, including refrigerated and frozen breakfast burritos, omelets, and handheld breakfast entrées such as breakfast pockets
- cereal bars
- drinkable breakfast foods such as powdered breakfast drink powder, but excluding liquid, pre-mixed breakfast beverages.
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