Driven by the need for fast, convenient options in the morning, consumers are trading at-home breakfast occasions for away-from-home purchases, according to Chicago-based foodservice research and marketing firm Technomic. Consumer data shows that the breakfast segment is not yet saturated and there are still plenty of opportunities for the daypart.
Technomic estimates that the breakfast segment accounts for 12 percent of the total restaurant industry, generating around $42 billion in annual sales.
"Breakfast is a very dynamic segment in which consumers are looking for healthier options and place a premium on convenience," said Technomic executive vice president Darren Tristano in a press release. "Our busy lives and weekly routines drive the need for fast, convenient options in the morning. When consumers don't have convenient options, they're increasingly bringing breakfast from home to eat elsewhere."
Coffee is playing an increasingly important role in consumers' breakfast purchasing decision: 33 percent of consumers who drink coffee at breakfast indicate they are loyal to a coffee brand or foodservice outlet that serves their preferred coffee, up from just 25 percent of consumers who said the same in 2009.
Health also is a top trend to watch, with whole grains and multigrain items as ways to signal health.
Technomic's Breakfast Consumer Trend Report examines preferences, attitudes and purchasing behavior based on survey results from more than 1,500 consumers.