Consumers continue to embrace snacking—not only as viable daypart option but also as a paradigm through which to view eating in general (smaller, more frequent meals). This has caused and will continue to cause changes in consumers’ relationships with traditional breakfast foods, according to market research publisher Packaged Facts in the report “Breakfast: Retail Market Trends and Opportunities in the U.S.”
“As restaurant brands such as Denny’s have long known, and as McDonald’s success with all-day breakfast cements, foods traditionally associated with the breakfast daypart can also find success during other parts of the day and/or as a snack,” said David Sprinkle, research director, Packaged Facts.
Embracing snacking as a breakfast option is clearly important: roughly one-quarter (24%) of consumers often snack in the morning instead of having a full meal. The tendency to snack for breakfast is most pronounced among younger adults and those with children in the household, and they should be targeted accordingly.
Yogurt straddles breakfast and snacking. It has long been associated with snacking (thanks in part to single-serve packaging that promises portability and small portions) but can also be incorporated into a variety of meals as a major ingredient (yogurt, granola, and fruit; yogurt-based smoothies; etc.). Some 39% of adults eat yogurt as a snack, while 44% eat yogurt for breakfast.
But other foods closely associated with breakfast have also made their way into the snacking realm, such as bacon (43% for breakfast versus 16% as a snack), cold cereal (55% versus 25%), and even pancakes/French toast (33% versus 13%). For many, comparatively low snacking usage penetration suggests that snack-based growth opportunities may still exist, given the proper alignment of packaging, portability, and preparation requirements.