Breakfast is diminishing in overall importance, with just over 51% of consumers saying it’s the most important meal of the day, down from 55% in 2014.
Still, 92% of consumers claim to eat breakfast on weekdays and convenience is a critical attribute, just behind health in importance. Of those eating breakfast, 12% do so in transit. Breakfasts packaged as ready-to-go meals may be more appealing to the consumer who is interested in healthy, functional food and beverage.
Mintel recently asked breakfast-eaters about four breakfast scenarios to understand what they eat in various morning circumstances, suggesting insights for product positioning that appeals to each consumer.
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Source: Mintel Breakfast Foods July 2018