In today’s fast-paced world, many consumers seek quick and easy breakfast options that fit into their busy lifestyles.
This demand for convenience remains a significant growth driver for markets like breakfast cereal, which projected to grow at a CAGR of 5.62%, during 2024-2029, per Research and Markets.
However, more consumers are bypassing these products in favor of fresh, whole foods and alternative options like smoothies, yogurt and protein rich meals.
Furthermore, plant-based foods are witnessing notable growth in the broader breakfast market, as more consumers seek alternatives to traditional items like eggs, bacon, and dairy-based products.
“It’s true what they say – breakfast is the most important meal of the day. People who choose to eat breakfast tend to have better diets and more efficient metabolisms. It’s important to find healthy options that are convenient as most people don’t have a ton of time in the morning.”
Ready-to-Eat Oats Hitting Multiple Trends
Inspired by Australian breakfast culture and the slang term for “breakfast”, brekki’s line of ready-to-eat rolled oat cups, includes ancient grains, coconut nectar, and almond milk. The company recently expand its flavor lineup with two new varieties— lemon and chocolate coconut.
“Brekki is a great on-the-go option that’s packed with 7 grams of protein, omega-3 fatty acids, antioxidants, fiber, and more. In total brekki is distributed in over 7,500 outlets in the U.S.
Brekki is riding the wave of key breakfast trends including the ready-to-eat segment, hot cereals, and plant-based ingredients like oats.
“YTD in Total Grocery Stores, brekki has experienced 39.7% growth as measured by Nielsen data. Additionally, we have seen significant sales in the discount channel with a customer not currently captured in our syndicated data.”
The Breakfast Snack Factor
Convenient nutritious offerings like ready oats are also doubling as snacks, as more consumers graze on smaller meals throughout the day.
A recent shopper survey by Kroger data partner 84.51° revealed that 27% of respondents snack multiple times a day, up from 15% in 2023.
Sixty percent of consumers in the survey said they snack in the morning, and even more do so in the late morning (68%).
“We position [brekki] as an all day, anytime snack, meal, breakfast food. It appeals to so many demographics and eating occasions (think how yogurt has transcended beyond breakfast).”
The Food Institute Podcast
In this episode of The Food Institute Podcast, IFDA President and CEO Mark S. Allen discussed the pressing challenges and innovative solutions in the foodservice distribution industry. Allen delved into topics such as labor shortages, transportation issues, technology advancements, and the importance of industry events like IFDA’s Solutions Conference.
