On-The-Go Breakfast On The Rise

CHICAGOOn-the-go breakfasts are once again on the rise, and consumers are looking for easily portable, yet nutritious items, according to the NPD Group.

In 2008, when the recession hit forcing unemployment to increase, grab-and-go breakfast items like snack bars and yogurt began to decrease, but now with an increase in employment, carried-from-home breakfasts are on the rise once again.

Carrying breakfast from home is predominantly an adult behavior, especially among adults who are employed full-time. The peak start time for consuming a carried breakfast is 8:00 a.m., and these occasions are nearly three times more likely to occur on a weekday when adults are commuting to work, finds NPD. Cold cereal, fruit juice, toast, and hot cereal are among the items consumed at in-home breakfasts whereas carried-from-home breakfasts include grab-and-go items like fruit, coffee, snack bars, and yogurt. 

With over 3 billion occasions in the U.S. annually, carrying breakfast from home is a sizeable behavior representing a significant opportunity for manufacturers and retailers," said Darren Seifer, food and beverage industry analyst. Adults are looking for nutritious, easily portable breakfast foods and beverages that they can have on hand. Marketers need to take a closer look at these consumers and make sure their needs are being met with current offerings."