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Busy Consumers Skipping Breakfast at Home


Consumers today skip breakfast more often now than in 2015, and the decline comes largely at the expense of at-home morning meal occasions, according to Technomic’s 2017 Breakfast Consumer Trend Report.

Compared to two years ago, fewer consumers say skipping breakfast is unhealthy, meaning that snacks or beverages could increasingly be considered suitable replacements for a full morning meal.

“Time remains a key deterrent to breakfast occasions, so operators will need to push the envelope in terms of convenience,” said Kelly Weikel, director of consumer insights at Technomic. “Order-ahead and delivery capabilities are likely to appeal to those who constantly feel short on time in the mornings.”

Other key takeaways from the report include:

  • All-day breakfast menus remain popular, with 30 percent of consumers surveyed saying they purchase breakfast fare beyond morning hours more often now than just two years ago.
  • Forty percent of consumers surveyed eat brunch at least once a week, which indicates an opportunity for operators to grow sales by serving this daypart. Additionally, 31 percent of consumers consider breakfast to be more of a destination than they did two years ago.
  • Thirty seven percent of coffee drinkers say they are loyal to a coffee brand or the restaurant that serves their preferred coffee, compared to 41 percent in 2015.