NEW YORK – Capturing breakfast share is one of today's biggest opportunities for both packaged foods makers and foodservice operators, but understanding the shifting breakfast landscape and what's most important to various consumer segments can be a challenge, according to Marketing Daily.

Case in point: While Millennials' true level of adventurousness is often exaggerated, when it comes to breakfast, they're indeed more open than other age groups to new concepts, according to research by Datassential.

Marketing Daily reports that in a recent survey on breakfast dishes, flavors and trends among 1,280 consumers, Millennials showed more interest in all of the breakfast trends tested, including healthier options and ethnically-influenced dishes. Nearly 65% were interested in elevated comfort foods (premium versions of traditional breakfast comfort foods like waffles and biscuits and gravy), and 63% were interested in "monster" or mini breakfast sandwiches.

In short, innovative breakfast offerings are key in luring Millennials – a point clearly informing more restaurant menus, including Taco Bell's new breakfast offerings.It should also be noted that Millennials are more inclined than any other age group to skip breakfast, and to eat breakfast foods outside of traditional morning breakfast hours.