Home Blog 2019 Breakfast Foods Are Not Just for Morning Anymore
Oct 16, 2019

Breakfast in Bed – At Night?

Subscribe to our blog

We’ve all done it — eating eggs or pancakes in the evening, leaving us not only satisfied, but giggling with joy as if we did something taboo. New information shows this behavior is poised to grow in the U.S., perhaps signaling a mindset change regarding what constitutes a breakfast food. Our new report, The Future of Morning, illustrates how foods and beverages will change in the morning and also examines the role traditional breakfast foods play at other parts of the day.

In recent years, several foodservice operators made this behavior more permissible (and accessible) by providing all-day breakfast items on their menus, something traditionally exclusive to the local diner. For many of these operators, the expanded menu was met with open arms by consumers. Behind this behavior is a redefinition of the dayparts. Increasingly consumers seek foods that fit needs rather than foods that fit a particular part of the day. Eggs, for example, provide the protein consumers seek, and they fill that need at any time of the day. By 2024, our forecast for warm breakfast foods at dinner time is that they will reach more than 3 billion eatings in the U.S. That’s a 5% increase from today, surpassing the rate of population growth.

Younger generations are expected to drive this increase, especially Gen Zs who are entering adulthood (aged 19 – 27 in 2024) and younger Millennials (aged 28 – 34 in 2024). These are also some of our most ethnically diverse demographic groups, often bringing food cultures from their families’ home countries. Many Asian meals, for example, use eggs in dinner dishes; the concept of an egg outside of breakfast is commonplace in some Asian cultures. Baby Boomers, in contrast to those younger age groups, have solidified their eating habits, prefer familiar favorites at their meals, and are expected to limit their breakfast foods to the morning.

A smaller but still quickly growing shift is non-breakfast foods making their way into the morning meal occasion. Once again, multicultural influences are helping this movement; foods like flavored rice and fish are appearing on morning menus and at food trucks. By 2024 there will be about 2 billion non-breakfast foods consumed in the morning — that’s nearly a 6% increase from today.

For more information on the future of morning and breakfast foods, contact darren.seifer@npd.com.

Stay current in your industry

Related Content

Tagged: Food Consumption

Driving Growth Through Health Promises
Driving Growth Through Health Promises

The COVID-19 pandemic accelerated the food as medicine movement. Throughout most of 2020, awaiting a vaccine, U.S. consumers turned to certain immunity-boosting and anxiety-relieving substances to stay safe and healthy. Darren Seifer, our food & beverage industry analyst, explores ways to capitalize on this growing practice.

Snacks as Medicine?
Snacks as Medicine?

The concept of food as medicine has been around for ages, but it has gained increasing importance during the pandemic as U.S. consumers put their health and well-being front and center. Explore snack foods' trending health and wellness ingredients with insights from our Future of Snacking report.

COVID-19 Snacking Trends
COVID-19 Snacking Trends

Spending more time at home, snacking has taken on a new role among U.​S.​ consumers. See how COVID-19 has shifted snacking patterns with insights from NPD's Future of Snacking report.

Fast Forward to the Future of Food
Fast Forward to the Future of Food

Established and emerging behaviors have accelerated, fast-forwarding at least five years into the future in the span of just months. David Portalatin, Food Industry Advisor, provides an overview of where growth and future success may be found for your business and for the overall food industry.


Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice. Cookie Settings