Grab-and-go breakfast food sales rise and shine

Dive Brief:

  • Future Market Insights reported worldwide, demand for on-the-go breakfast products registered more than $1 billion in 2015, showing consumers prefer convenient, healthy breakfasts like oatmeal or yogurt cereals, according to a news release. 
  • Supermarkets are projected to account for over 50% of global distribution of on-the-go breakfast products. 
  • Over the course of the next decade, demand for breakfast cereals is expected to continue increasing, likely to exceed 65% of global market revenues. Manufacturers such as Quaker Oats Company, MOMA, Uncle Toby’s, Sanitarium, General Mills, Inc., Anchor, Bagrry’s India Ltd., Weetabix Ltd. and Nestlé S.A., are all big players in the segment.

Dive Insight:

Nielsen’s trends and market share reported that grab-and-go breakfast items were the biggest market gainer in 2016, and there have been numerous studies to back this up over the last year.

Consumer trends show that an increasing number of breakfast lovers want foods that are convenient and portable. That’s led to manufacturers developing nutritious packaged options for consumers on the go, such as ready-to-heat breakfast sandwiches. 

Companies are also responding to the consumer shift toward products that contain fewer ingredients, and those ingredients are more natural. Nielsen suggested this was a way for food brands to keep up with busy consumers' needs for breakfast.

In a 2014 Nielsen report, researchers found that combined sales of granola and yogurt bars totaled $2.4 billion in 2013 and were growing at a combined annual rate of 4% per year. Those figures have risen even more over the last two years, showing that consumers are more likely to gravitate towards these items for breakfast.

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Filed Under: Manufacturing