Published 13 September 2024

Author

8 min read

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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