The Extended Breakfast Opportunity
Breakfast is flexing as consumers’ adaptable work schedules influence how, where and when they have their morning meal, which now ranges from portable protein-laden snacks to plentiful sit-down occasions. Meanwhile, weekends offer opportunities for decadent multi-course feasts.
Summary
The Pliable Morning Meal | Flexible work schedules are driving demand for on-the-go breakfast items and snacks alongside affording consumers extra time at home on some days to prepare something more elaborate. Meanwhile, the time parameters of the breakfast occasion are shifting as people crave classic breakfast flavours – pancakes, waffles and cereal with milk – at any time of day. See also Commercialising New Food & Drink Occasions. |
The Breakfast Blowout | While convenience is key during the week, consumers are treating themselves to more elaborate and treat-worthy breakfasts and brunches at the weekend. Cue fine dining twists on brunch favourites and indulgent breakfast-themed pop-ups. Hotels are also upping their game by offering globally inspired morning meals and bottomless bubbles in bed. |
AM Health Priorities |
The Extended Breakfast Opportunity
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
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