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"WeListen" Blog

Capture the breakfast crowd

With the majority of consumers in agreement that breakfast is the most important meal of the day, few people consistently eat a morning meal. This is a big market that is growing and being shaped by the healthy food trends, but the branding and packaging hasn't evolved at the same pace. Many retailers offer convenient and healthy options, but the products need to be positioned and advertised correctly for consumers to recognize the benefits.

Ninety-three percent of Americans believe breakfast is the most important meal of the day, reports the USDA. But only 44 percent of American adults eat breakfast every day. For retailers, this reality presents a large opportunity to capture these irregular breakfast eaters — especially as consumers increasingly opt not to buy “expensive” to-go breakfast foods from foodservice operators and instead prepare breakfast at home to save money, says Christine Bellamo, director of dairy and frozen at Daymon Worldwide, Stamford, Conn.

Retailers could be in a unique position to take back the breakfast food market with their store brand products, especially with the average cost of breakfast ingredients increasing by 24 percent in 2014, says Dave Olson, vice president of sales at ConAgra Foods, Omaha, Neb.
Creating an in-store experience for consumers, such as a breakfast bar, a grab-and-go station or even a meal solution center that inspires ideas and highlights new items and convenient solutions, could be one way to take back the market, Bellamo says.

Read more from the source: StoreBrands

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