Posted in Snacking on June 20, 2016
We’ve all heard the adage about breakfast being the most important meal of the day. Judging by Americans’ current behavior, breakfast love is stronger than ever. According to estimates by the NPD Group, breakfast and morning snack consumption is expected to grow 5% through 2019—ahead of the expected population growth of 4%.1
Meanwhile, annual consumption of morning snacks has jumped 17% in the last six years.2
Customers’ growing need for speed, affordability and portability is the reason morning meal traffic has been on the rise at traditional quick service restaurants. “It’s clear by the strong growth in breakfast that it’s an opportunity for food manufacturers, operators and retailers,” says David Portalatin, NPD’s vice president and food industry analyst.2
“The best way to tap into breakfast and morning snack opportunities is to first understand what consumers’ motivations, needs and wants are based on demographics, life stage and situation—and then to let this knowledge guide your decision making.” 2
In other words, know thy audience. If you’re operating a micro market, for example, have plenty of quick, portable options on hand for those customers rushing to their morning meetings.
Peak breakfast time is 8 am, but the daypart starts as early as 6 am and runs through 10 am. To maximize your breakfast business, you’ll want to make sure you’re meeting the needs of both the early birds and the snooze-button hitters.
What strategies are you using to drive your breakfast business? Share your experiences below.
1 Chamlee, Virginia, “Americans Are Increasingly Obsessed With Breakfast,” Eater, May 17, 2016, http://www.eater.com/2016/5/17/11691604/us-breakfast-consumption-rise
2 NPD Group, “U.S. Consumers Love Their Breakfasts and Morning Snacks Whether In- or Away-From-Home,” May 17, 2016, http://www.npd.com/wps/portal/npd/us/news/press-releases/2016/us_consumers_love_their_breakfasts_and_morning_snacks_whether_in_or_away_from/
