ROCKVILLE, Md. — The old adage that breakfast is the most important meal of the day still rings true for most people, according to Packaged Facts' report Breakfast: Retail Product Trends and Opportunities in the U.S., 2nd Edition, which is also available for sale in a collection featuring three breakfast reports from the market research publisher. The "breakfast believer", as identified by Packaged Facts, represents those who subscribe to the notion that breakfast is more important than lunch or dinner. Leveraging this positive sentiment can help companies and brands when marketing new products as well as rationalizing premium-priced breakfast food products. Women, over 65s, blacks, and Hispanics emerge as likely subscribers to the breakfast-believer mentality. Not surprisingly, data show that breakfast believers are more likely than average to use all types of breakfast foods.
Since women embrace the breakfast daypart, it's likely that, as moms, many will continue to pass down the belief that breakfast is the most important meal of the day. This helps explain why families are particularly important breakfast users. In 2018, the child population is 74 million strong, accounting for 22% of the total U.S. population. With little change in the number of children expected through 2020, industry players must engage kids earlier and retain relationships through the teen years to realize full market potential. The most effective marketers will leverage honed strategies to increase the connection with the core family market without alienating the childless household.
Older consumers also remain steadfast in their allegiance toward breakfast. The challenge is that the U.S. population is aging. By 2020, the 56.5 million adults aged 65+ will represent 16.9% of the population. This means that industry players will need to be mindful of the older consumers' breakfast habits and preferences to ensure market stability. Additionally, industry players may need to work harder to adapt to the preferences of younger consumers for the best opportunity for market growth.
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