U.S. Consumers Love Their Breakfasts and Morning Snacks Whether In- or Away-From-Home

Breakfast occasions to grow by 5 percent over next few years

Chicago, May 17, 2016 —Telling Americans that breakfast is the most important meal of the day is a moot point.  They get it.  The consumption of breakfasts and morning snacks, in- and away-from-home, is forecast to grow faster than the U.S. population over the next few years, reports The NPD Group, a leading global information company.  Total breakfast occasions, in- and away-from-home, are forecast to grow by 5 percent through 2019, ahead of the expected population growth of 4 percent.  Annual morning snack occasions per person, in- and away-from-home, have increased by 17 percent over the past six years, according to NPD’s continual tracking of U.S. eating behaviors.

 The need for speed, affordability, and portability are the reasons why morning meal traffic, which includes breakfast and morning snack, at traditional quick service restaurants has been growing.  In the year ending February 2016, morning meal visits to quick service restaurants increased by 5 percent on top of a 3 percent increase during the same period prior year.  The growth in breakfast and morning snack visits shows that quick service restaurants are pushing all of consumers’ hot buttons. McDonald’s successfully tapped into breakfast’s popularity with the launch of its all-day breakfast offering. With convenience the key for restaurant breakfast occasions; foods showing growth are breakfast sandwiches and portable breakfast foods, like yogurt and cereal bars.  

 Even with the strong growth of away from home breakfasts, the majority, 70 percent, of breakfast meals are consumed in the home. The average annual number of breakfast occasions per person in 2015 was 361, up 11 occasions per person from 2010. The motivations behind breakfast are generally convenience, satiation, and healthfulness but these factors can vary by generational group and life stage, according to NPD’s recently released NPD generational study.  In-home, consumers, particularly young adults, are turning to more involved breakfast foods such as eggs and “traditional” breakfast foods. Better-for you snack foods, like fruit, yogurt, granola bars, are among the top choices for morning snacks.   

 “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, food industry analyst. “The best way to tap into the breakfast and morning snack opportunities is to first understand what the consumers’ motivations, needs, and wants are based on demographics, life stage, and situation and let this knowledge guide your decision-making.”


Related Press Releases

What’s Life Stage Versus Generational Behavior When It Comes to Dinner Planning? Millennials Are Showing Us The Difference.
What’s Life Stage Versus Generational Behavior When It Comes to Dinner Planning? Millennials Are Showing Us The Difference.

It’s a common oversight not to age generations or recognize how life stage can impact behavior. To understand the difference between generational and life stage behaviors enables food companies and foodservice operators to develop products and marketing messages that are more relevant to their target consumer audiences.

U.S. Consumers Are Increasingly Eating and Preparing Their Meals At Home Often With The Help Of Foodservice
U.S. Consumers Are Increasingly Eating and Preparing Their Meals At Home Often With The Help Of Foodservice

Four out of five meals in the US are prepared at home, more at home meals than a decade ago, says The NPD Group. Consumers do look for shortcuts, close to half of dinners bought from a restaurant are eaten at home and a growing number of in-home meals are a blend of dishes prepared and items bought from a foodservice.

Amazon Whole Foods First Year As A Duo Accelerates Consumers Online Migration
Amazon Whole Foods First Year As A Duo Accelerates Consumers Online Migration

It has been a year since Amazon announced it was buying Whole Foods, and all of the focus and incentives for grocery shopping online offered by national grocery chains in response to the Amazon Whole Foods acquisition accelerated consumers’ adoption of online grocery shopping, reports The NPD Group, a leading global information company.

The Future of Dinner in America Will Reflect Past Traditions But With Modern Twists
The Future of Dinner in America Will Reflect Past Traditions But With Modern Twists

The tradition of eating dinner at home together has stood the test of time and will continue over the next five years but with a lot of modern twists, finds the recently released Future of Dinner study by The NPD Group, a leading global information company.


Press Contact

Kim McLynn
847-692-1781
kim.mclynn@npd.com

@npdfood

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

Want more?

Complete this form to hear from NPD.


Newsletter

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

We will not sell your information. View privacy notice.

Follow Us

© The NPD Group, Inc.