Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
Issue link: https://www.e-digitaleditions.com/i/1256204
S ugar-conscious and protein-aware, time- starved consumers are embracing value- added on-the-go breakfast options that play to their broad array of diets and lifestyles choices. According to the NPD Group, consumers are shifting how, when, and where they get their breakfast fix. The Port Washington, New York- based research group says that although in the last decade the number of in-home prepared and consumed breakfasts declined, consumers aren't skipping what some say is the most important meal of the day. Instead, they are seeking out items for function, convenience, and enjoyment. "There has been an increase in morning snack occasions as well as restaurant meals that nearly equals the in-home decline," notes industry analyst Darren Seifer in his Foods and Trends to Watch 2020 blog. NPD attributes this a.m. shift to increasing categories such as portable and functional—with products that reflect the need for speed and health— driving much of the consumer behavior. Seifer notes an expected sustained growth for categories like breakfast sandwiches, juices with functional benefits such as energy, and categories with protein, like eggs. According to the latest SFA State of the Specialty Food Industry research, produced with Mintel, more than a third (36 percent) of specialty food consumers say they buy specialty foods for breakfast, with 25-34–year-olds leading the charge, followed by those 65+. (See highlights from this year's new research beginning opposite p. 56) "Consumers want something fast and easy or they'll skip it when it comes to breakfast," notes David Browne, market research, retail, and brand consultant for the natural and specialty food industry. "And," he continues, "Innovators obviously are trying to answer this call." Browne says the last decade has seen more innovation that reduces overall preparation time and increases convenience. At the same time, there have been advances in technology resulting in better-quality, better-tasting portable foods, and more clean labels. "Innovations like snacking brand Peckish, for example, with their hardboiled egg kits," he points out. In addition to reduced in-home prep time, breakfast wait time for consumers battling long lines at their favorite coffee or juice place might also diminish. Items like smoothies or coffee-bar fare once sought out in fast-casual channels are becoming more readily available at specialty retail. "Consumers can now buy things like thaw- and-serve acai bowls at Trader Joe's and RTD plant- based protein lattes made with oat milk at specialty retail," says Kara Nielsen, a California-based culinary trend expert. According to NPD's "Future of Morning" study, easy access to food drives the decision- making process of what to eat as well as provides a solution of what to eat to bridge meals. The study says that this behavior is evidenced with the rise of mobile ordering and increased use of quick-service restaurants for a fast, grab-and-go breakfast or morning snacks. "Consumers are looking for foods and beverages to meet their needs—not for a food that fits a specific meal or snack daypart," says David Portalatin, co-author of NPD's report. "Food manufacturers, retailers, and foodservice operators all have an opportunity to make breakfast and morning snack food acquisition seamless by focusing on the consumer needs and offering daily solutions, including niche nutritional needs," he notes. With the a.m. shift and changes in consumer breakfast behavior, coupled with the need for 50 SPECIALTY FOOD SPECIALTYFOOD.COM CATEGORY SPOTLIGHT Peckish Eggs & Fried Rice