Breakfast Without Limits: Trends in Breakfast Foods & Flavors
Breakfast is undergoing a major revolution, as both brands and consumers alike are scrambling – no pun intended – to redefine the value of the first meal of the day beyond the morning. With over 30% of consumers globally claiming to enjoy ‘breaking the rules’ when it comes to what they eat/drink1, there are several ways brands can get creative with the concept of breakfast.
One of these ways is by adding value to products consumers already know and love through the addition of functional ingredients. According to Mintel, energy and health are the key motivators for consumers in the United States to eat breakfast2. New product innovations with the right mix of health, flavor, convenience, and enjoyment will not only peak consumers’ interests, but can also open opportunities for non-breakfast brands to enter the market.
Beyond the use of functional ingredients, brands should also consider the occasions that consumers are eating breakfast or seeking out breakfast flavors to further capitalize on this trend. Whether that means pizza rolls for breakfast or cereal flavored protein powder after a workout, the applications of breakfast flavors and concepts in non-traditional spaces are growing exponentially.
Healthier Breakfast, for Everyone
It’s not news that breakfast is seen as the most important meal of the day – especially as consumers increasingly pay attention to their health as they age. With an expectation for the first meal of the day to deliver healthfulness and energy, among other factors2, the addition of functional ingredients can further accentuate the value of breakfast products.
Consumers are demanding a wide range of health claims, whether it be maintaining digestive function, enhancing mood, or something more niche3 – and brands are addressing these specific needs. Some of the top growing claims for breakfast cereal launches in North America in 2024 include ‘gluten free’, ‘high source of fiber’, and ‘high source of protein’4, connecting with consumers’ specific health concerns through these functional claims. Healthy looks and feels different for every consumer, so brands should consider developing solutions that serve a wide range of target consumers with varying needs.
Non-Breakfast Brands Entering the Breakfast Space
Because consumers are paying more attention to health when choosing breakfast foods, non-breakfast brands have been able to breakthrough into the breakfast space by leaning into the key values their brands are already known for. This can take form in a collaboration with popular breakfast brands, or as an entirely unique product or product line.
For example, several popular protein powder brands have expanded their product offerings to include everything from pancakes to breakfast pastries, cereal and more. This not only puts their brand in a new market and a different section of the store, but it further expands the consumption occasions for consumers to indulge in their products, increasing consumer convenience while integrating the brand into a lifestyle rather than just an instance.
Breakfast Flavors in Non-traditional Formats
With the lines blurring on breakfast consumption occasions, so are the lines on which formats breakfast flavors can be enjoyed. Innovations in flavor can breathe new life into existing products, so long as consumer preferences are kept at the forefront of product design.
Brands can adopt a blue ocean strategy by incorporating breakfast flavors that would not traditionally go with certain products, indulging consumers in a new sensory experience without necessarily ‘reinventing the wheel’.
Whether it’s Maple Bacon flavored ice cream, Peach Bellini flavored pre-workout, or a Fruity Rocks flavored energy drink, the options to mix and match are seemingly endless. Prinova can help brands capitalize on this intricate and exciting trend with our new expertly curated breakfast flavor line.
Innovate with Prinova
Navigating trends in flavor and ingredients can feel tricky – especially with the fast pace of today’s market. Crafting products that consumers love requires the perfect mix of flavor, texture, convenience, and healthfulness.
At Prinova, we’re committed to creating custom winning solutions. Our team of ingredient, flavor, premix, and contract manufacturing experts are here to accelerate your speed to market and success.
Download your 2024 Breakfast Flavors Guide from Prinova.
Sources
1. Mintel, “Accentuate the value of breakfast food and drink”. May 2024.
2. Mintel, “America Eats – US – 2024”. March 2024.
3. FMCG Gurus, Consumer Survey ‘HAW394’. February 2023.
4. Innova, “Overview of Breakfast Cereals in US & Canada”. April 2024.
5. FMCG Gurus, Consumer Survey ‘JH911’. October 2023.
