Consumers seeking out convenience breakfast foods on weekends

According to "Examining new trends in the breakfast market and the opportunities for food manufacturers," a November 2015 report from Canadean Ltd., London, consumers are increasingly seeking out convenience foods in the morning. While an established trend during the week, breakfast convenience foods are increasingly creeping into weekend habits. According to a Canadean survey of packaging executives worldwide, 77 percent expect high or moderate demand for on-the-go grocery products during weekday mornings, while 63 percent forecast high or moderate demand during weekend mornings. Their responses seem to indicate that the industry is preparing to take advantage of a surprising opportunity: convenience breakfasts for those who are time-poor on weekends.

“Focusing purely on weekday breakfast convenience means brands risk leaving money on the table," said Safwan Kotwal, analyst at Canadean. "While consumers’ timetables are arguably more flexible during the weekend, busier social lives are creating a new market for convenient, but at the same time indulgent, weekend breakfast products. Convenience purely targeted at busy office workers or busy parents on the school run means brands could be excluding themselves from a potentially very profitable weekend market.”

As a result, Canadean said it expects more innovative pack formats to be developed for breakfast drinks and smoothies, including dual packaging separating liquid and solid contents and heat-retaining packaging to keep indulgent breakfasts warm while on the go.