A new report from New Nutrition Business has found that the demand for on-the-go breakfast snack alternatives is continuing to rise across the globe.
The report titled, The snackification of breakfast: How changing consumer habits are creating new opportunities, states that US$300m was wiped off breakfast cereal sales this year in the US due to the increasing popularity of breakfast snack alternatives.
“Breakfast has become one of the most fought-over battlegrounds in food and health, a battle fuelled by consumers’ need for easy and quick meals in the morning – and by two massively successful disruptive innovations, Belvita’s breakfast biscuit and Up & Go’s liquid breakfast,” says Julian Mellentin, author of the new report.
The report outlined that time precious consumers are increasingly skipping breakfast across the globe. The report found that 66 percent of professional workers in Asia ate breakfast away from home three or more times in a two-week period, and 20 percent consumed breakfast away from home every single day. A study of 500 young Americans found that 27 percent skipped breakfast, and of those who did not, 25 percent ate breakfast away from home.
According to Mellentin, these changing habits provide a wealth of new opportunities for companies in every food category.
“Every type of food or beverage company, in every category, either is looking at what they can do to get their own slice of the breakfast market or is in the process of launching or building up products,” says Mellentin. “And what the successes so far – including Belvita, Up & Go, and Quaker’s single-serve oat pot Oat So Simple – have in common is a focus on the five factors that add up to success in the changing breakfast category”.
“By delivering on the five factors, Oat So Simple has gone from niche to mass despite super-premium pricing of over 950% compared to other breakfast oats,” he continues.
Mellentin adds that companies with ambitions in the breakfast category should not rule out any new product idea because it is too unfamiliar to consumers or too innovative, as it is these products that have paved the way for success thus far.