Brands Must Differentiate to Win in Breakfast

A new study finds a third of millennials would like more vegan or vegetarian breakfast options. 

November 27, 2019

CHICAGO—As more players fight for a share of the morning daypart, breakfast wars are intensifying. Ways for brands to stay ahead of the competition include adapting to off-premise trends by enhancing ordering amenities and updating menus with bolder flavor innovation, according to Technomic's 2019 Breakfast Consumer Trend Report.

The report also found that consumers want healthier options. In addition, convenience should be a big focus, including for weekend occasions.

“Moving forward, brands must differentiate themselves from competitors to drive customer loyalty,” said Anne Mills, senior manager of consumer insights at Technomic, in a press release. “Adapting off-premise capabilities and creating innovative menus to meet consumers' increasing needs for convenience, uniqueness and health will be key to success amid the breakfast wars.”

The study highlighted that on average, 58% of consumers' breakfast orders include both food and beverage. Thirty-two percent of millennials would like more restaurants to add vegetarian or vegan offerings for breakfast, compared to 20% overall. During Monday through Friday, 60% of consumers skip breakfast at least once.

For more on how convenience stores can utilize breakfast, read “Bring It With Breakfast” from NACS Magazine.