The word, “breakfast” often conjures up images of a large hearty meal of foods such as pancakes, waffles, eggs, bacon and sausage. Comfort foods like these,and even healthier breakfast options, are embraced by many Americans, but especially Millennials, as indicated in recent research by Datassential. Not to say that people of all generations don’t love breakfast, it appears that Millennials are more likely to eat breakfast outside traditional hours, according to this new study.
Datassential provides even more interesting findings regarding breakfast trends:
- Over half of consumers surveyed showed interest in elevated comfort foods, single-focus restaurants and better-for-you concepts
- Time, convenience, ease and health were reported as important factors when choosing to eat breakfast at home
- Lunch and dinner menu items are being seen more on breakfast menus
In this WSJ article, it’s noted how breakfast wars are heating up between fast-casual restaurants and cereal brands such as Kellogg Co. They are both vying for consumers in a time where many are steering away from carbs for breakfast and toward meals higher in protein. Still, companies such as McDonald’s and Dunkin’ Brands Group are still dominating breakfast sales.