How-To-Win In Breakfast

The way we think about, talk about and go about breakfast is changing

An occasion in flux. A tradition in evolution. We assembled a group of top industry leaders from brands including Arla, Hovis, Moju, Tropicana and Rude Health to dissect the shifting breakfast landscape.

With breakfast in hand, we debated the trends, challenge sand potential opportunities for brands to adapt and win in this evolving occasion.

The bottom line: Once seen as hardwired into our day, evolving lifestyles and consumer expectations challenge breakfast’s traditional role in our lives.
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A teaser of whats inside...

What does breakfast mean today?

Driven by shifts in working patterns post- lockdown, the cost-of-living crisis and an ever-growing need for faster solutions, the way we consume breakfast has changed.

No longer a bowl of cereal at the kitchen table, we’re seeing a sharp rise in speedy, on-the-go solutions as well as more emotional, social and self-care moments.

Breakfast has evolved into a dynamic occasion, taking many forms, but remains the least skipped meal of the day.

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What shifts are we seeing?

• Boundaries are blurring: Is breakfast past 10am now brunch?
• An explosion of flavour: Taste remains the top priority for consumers, and new flavour-focused products are everywhere.
• Wellness through more: Functional products have given rise to a 'more in' mentality to health.
• Wellness through less: Consumers are also more aware than ever of consuming fewer additives.