Consumer Demand For Breakfast And Morning Snacks Is On The Rise

More Americans are paying attention to the most important meal of the day. The consumption of breakfast and morning snacks—both at home and in restaurants—is on the rise. QSR Magazine reports that data from The NPD Group shows breakfast is expected to become more popular with consumers over the next few years.

The leading research information company estimates that breakfast will grow by five percent through 2019, which is more than the expected population growth of four percent. It also notes that over the past six years, morning snack consumption has jumped 17 percent. The breakfast trend is increasingly visible in the quick-service restaurant (QSR) industry. In the year ending in February 2016, morning meal visits to QSRs increased by five percent.

Convenience is key for breakfast eating consumers—foods like breakfast sandwiches, yogurt and cereal bars are all becoming more popular. That means the restaurant industry needs to introduce fast breakfast options in order to be competitive. Affordability is another major concern for consumers. Brands like McDonald’s, which successfully tapped into the breakfast food trend with the launch of its all-day breakfast menu, give consumers the opportunity to eat breakfast on the go without breaking the bank.

“It’s clear by the strong growth in breakfast that it’s an opportunity for food manufacturers, operators and retailers,” said David Portalatin, NPD’s vice president. “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 be your decision-making guide.”