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Breakfast: Retail Product Trends and Opportunities in the U.S., 2nd Edition

Breakfast: Retail Product Trends and Opportunities in the U.S., 2nd Edition

Breakfast: Retail Product Trends and Opportunities in the U.S., 2nd Edition offers an in-depth look at breakfast food trends in the U.S. with consideration to both retail and foodservice applications. A variety of market factors that influence consumer usage patterns, market innovation, and marketing strategies are explored.

For the purposes of this report, 15 breakfast-oriented foods are considered and grouped into six market segments: cereal, frozen breakfast, breakfast breads, breakfast proteins, yogurt and smoothies, and “other” breakfast. In each case, breakfast food usage over a ten-year period (2007-2017) is trended and analyzed. Marketing strategies and product innovation relevant to each segment’s position in the breakfast market is also explored.


  • Executive Summary
    • The Market
      • Scope of Report
      • Report Methodology
    • Report Summary
      • Market Factors
      • Segment Dollar Size vs. Projected Growth Rate Leaders
        • Table Current and Projected U.S. Retail Sales of Selected Breakfast Products: By Category and Segment, 2016 vs. 2017 and 2022P (in millions of dollars and percent change)
      • Attitudes Toward Breakfast
      • Cereal
      • Frozen Breakfast
      • Breakfast Breads
      • Breakfast Proteins
      • Yogurt & Smoothies
      • Other Breakfast Foods
  • Market Factors
    • Key Points
    • Population Trends
      • Aging Population Impacts
        • Table Total U.S. Population by Age Demographic, 2016-2020 (in number and percent of adult population)
      • Growth of Multicultural Population Influences Market
        • Table U.S. Population by Race/Ethnicity, 2016-2020 (in number and percent of population)
    • The Family Household
      • Focus on Child Consumer to Foster Strong Breakfast Habits
        • Table U.S. Child Population by Age Bracket, 2016-2020 (in number and share of child population)
      • Kids Wield Power Over Household Food Purchases, Especially Breakfast Foods
        • Table Kids as Influences by Food Type, December 2017 (percent of respondents with children under 18 in HH)
    • Income, Consumer Confidence, and Impact Grocery Spending
      • Highest Household Income Demographics
      • Rising Consumer Confidence Equates to Willingness to Spend
      • Gap Narrows Between Food Sales at Home and Away From Home
    • Health and Wellness Trends
      • American's Waistlines Still Expanding
      • The Importance of Health-Related Product Claims and Positioning
        • Table Shopper Draw for "No/Low" Claims, December 2017 (percent of adults)
        • Table Shopper Draw for Selected Dietary Lifestyle Product Claim, December 2017 (percent of adults)
      • Implications for the Breakfast Food Market
    • Retail Sales Projections and Trends
      • Segment Dollar Size vs. Projected Growth Rate Leaders
        • Table Current and Projected U.S. Retail Sales of Selected Breakfast Products: By Category and Segment, 2016 vs. 2017 and 2022P (in millions of dollars and percent change)
      • Walmart Leads in Grocery Retail
        • Table Selected Retail Chains Shopped, 2017 (percent)
  • Attitudes toward Breakfast
    • Key Points
      • Breakfast as the Most Important Meal of the Day
        • Table Attitudes Toward Relative Importance of Mealtimes, 2017 (percent)
      • The "Breakfast Believer"
        • Table Usage Indexes for Breakfast Prioritizers by Demographic, 2017
        • Table Selected Attitudes Toward Health and Food: Households Overall vs. Breakfast Prioritizers, 2017
        • Table Selected Attitudes Toward Indulgence and Food: Households Overall vs. Breakfast Prioritizers, 2017
      • Household Penetration of Breakfast Foods
        • Table Household Usage Rates and Indexes of Selected Breakfast Foods, 2017
  • Cereal
    • Key Points
    • Household Penetration of Cereal
      • Highest Usage Rates Among Breakfast Foods
        • Table Usage Rates for Cereal, 2017 (number and percent of households)
      • Trends Over Time
      • Key Demographics
        • Table Usage Indexes for Cereal by Demographics, 2017
    • Marketing and Product Trends
      • Sweetening the Cereal Bowl to Drive Kid Appeal
      • Overnight Oats Hit Morning Trifecta: Health, Quick Prep, and Portability
      • Hot Cereals Focus on Single-Serve, Portable Formats Underscored With Health Claims
  • Frozen Breakfast Foods
    • Key Points
    • Household Penetration of Frozen Breakfast Foods
      • Waffles Post Highest Usage Rates
        • Table Usage Rates for Frozen Breakfast Foods, 2017 (number and percent of households)
      • Trends Over Time
      • Key Demographics: Frozen Waffles/Pancakes/French Toast
        • Table Usage Indexes for Frozen Waffles/Pancakes/French Toast by Demographics, 2017
      • Key Demographics: Frozen Entrées/Sandwiches
        • Table Usage Indexes for Frozen Entrées/Sandwiches by Demographics, 2017
    • Marketing and Product Trends
      • Innovation Attributes
      • Kid Appeal
      • Premium Quality and Unique Flavors
      • Nutrition
  • Breakfast Breads
    • Key Points
    • Household Penetration of Breakfast Breads
      • Perennial Favorites
        • Table Usage Rates for Breakfast Breads, 2017 (number and percent of households)
      • Trends Over Time
      • Key Demographics: Bagels, Croissants, and Packaged Muffins
        • Table Usage Indexes for Bagels, Croissants, Packaged Muffins by Demographics, 2017
      • Key Demographics: Breakfast Pastries
        • Table Usage Indexes for Breakfast Pastries by Demographics, 2017
    • Marketing and Product Trends
      • Balancing Health and Indulgence
      • Integrating Health
      • The Indulgent Factor
  • Breakfast Proteins
    • Key Points
    • Household Penetration of Breakfast Proteins
      • Eggs, Bacon, and Sausage: Breakfast and Breakfast All Day
        • Table Usage Rates for Breakfast Proteins, 2017 (number and percent of households)
      • Trends Over Time
    • Marketing and Product Trends
      • Cues from Menu Trends
      • Breakfast Bowls
      • Breakfast Hash
  • Yogurt & Smoothies
    • Key Points
    • Household Penetration of Yogurt & Smoothies
      • Quick Breakfast Solutions
        • Table Usage Rates for Yogurt & Smoothies, 2017 (number and percent of households)
      • Trends Over Time
      • Key Demographics
        • Table Usage Indexes for Yogurt & Smoothies by Demographics, 2017
    • Marketing and Product Trends
      • Innovation Through Flavor and Variety Expansion
      • Mix-In Mania
      • International Yogurts
      • Non-dairy
  • Other Breakfast Foods
    • Key Points
    • Household Penetration of Select Other Breakfast Foods
      • Several Popular Types of Breakfast Bars
        • Table Usage Rates for Select Other Breakfast Foods, 2017 (number and percent of households)
      • Trends Over Time
      • Key Demographics: Breakfast/Cereal/Granola Snacks & Bars
        • Table Usage Indexes for Breakfast/Cereal/Granola Snacks & Bars by Demographics, 2017
      • Key Demographics: Toaster Pastries
        • Table Usage Indexes for Toaster Pastries by Demographics, 2017
    • Marketing and Product Trends
      • Toaster Pastries Focus on Kid Flavors
      • Breakfast/Cereal/Granola Snacks & Bars Focus 0n Convenient Nutrition

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