The morning meal occasion has to become both faster and more need-inclusive in order to win over U.S. consumers. The Future of Morning, a new report from The NPD Group, shows you how morning occasions will look in the future, revealing your most promising opportunities for growth over the next five years. The report identifies potential risks and barriers to morning success so you can understand threats and take advantage of positive meal trends.

Business Benefits

  • Understand the direction of consumer trends related to where consumers acquire and consume their morning meals so you can plan winning future strategies
  • Learn about the food and beverage choices that will drive growth at morning occasions over the next five years in order to develop targeted products and determine the most effective ways to market them
  • Discover how consumer attitudes about health impact food choices at the morning meal occasion in order to fine-tune messaging to your target audience
  • Identify key generational differences so you can target the correct consumer groups and capitalize on predicted changes

Industry Expertise

In a world where consumers increasingly call the shots, it has never been more important to keep tabs on the food and beverage trends shaping the industry. No one knows more about how people eat and drink than The NPD Group. For decades, we’ve been the definitive source of information on food and beverage consumption, whether at home or away from home. We track consumer behavior, attitudes, and usage motivators — from diet and nutrition to shopping habits and brand awareness — to help you solve your biggest business challenges.


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