From quick morning routines to social media-driven trends, the evolving demands of mornings are reshaping the food and beverage landscape, pushing brands to innovate with both convenience and indulgence.
While consumers “can’t beat the convenience” of a bowl of cereal, “we are seeing needs and wants shift in the morning towards more warm and satiating types of products,” Darren Seifer, consumer goods and foodservice insights, Circana, told FoodNavigator-USA.
While cereal won’t be “dethroned” from the top convenience spot, other categories like sausages, frozen pancake, waffles and French toast “that you could quickly heat and eat” plays a critical role in the morning meal, he added. Older consumers will typically choose these frozen formats while younger consumers prefer potatoes and breakfast sandwiches, according to Circana’s Future of Morning report.
The food service industry faced challenges in 2023, particularly in the morning occasion, which started strong but weakened due to rising prices, per Circana. Higher-income consumers (those making over $200,000 a year) who dined out more since the pandemic also pulled back in 2024, reaching a breaking point, Seifer said.
However, Gen Z who are transitioning from their teenage years to early adulthood and who are living outside of their caregivers’ homes, rely often on food service, especially for morning meals, due to a lack of cooking experience (compared to the “more self-sufficient Millennials”), Seifer said. Convenience stores and quick morning options, like coffee, are expected to appeal strongly to Gen Z, he added.
What role does wellness play in breakfast?
Wellness in the morning remains important to consumers, Seifer explained, with many consumers prioritizing protein and nutrients to start the day healthily.
Similar to snacks, healthy indulgences are a priority for consumers in the morning, reflecting a shift from purely functional choices to those that balance health and enjoyment – a trend that will likely grow through 2027, Seifer said.
“Wellness is its largest at breakfast, compared to lunch and dinner. At the same time you need to meet the needs of people who do not have a lot of time. So you really have to plug in all these different factors when you are trying to sell a morning product,” he elaborated.
How can breakfast brands connect with consumers?
Clear and effective messaging on packaging are crucial for brands to connect with consumers in the morning. Highlighting attributes like “great source of protein” or “ready in minutes” directly addresses consumer needs, especially for breakfast, where prep time is typically curbed to roughly five minutes, Seifer said.
Social media has also proven effective in boosting category sales through creative and shareable content, Seifer points out.
For example, viral posts about different preparations of cottage cheese (e.g. cookie dough or ice cream) have expanded its perceived use beyond the traditional consumption. He added that cottage cheese’s popularity soared not due to in-store promotions but from content creators’ creative abilities to show audiences new, versatile ways to enjoy the product.
For other categories, like cold cereal, Seifer recommends applying similar tactics to demonstrate unexpected pairings or uses.
Consider popular appliances, tech for a better breakfast experience
The popularity of the air fryer – which grew penetration from a third of homes in 2021 to two thirds of homes in 2024 – is an example of how appliances can play a role in how brands’ approach new breakfast products.
As air fryer use grew across every day parts, an increase that has not been seen “since the microwave oven in the 1980s,” consumers are seeking one-click solutions to create healthy and tasty meals that complement their busy mornings, Seifer said.
“Consumers are looking for convenience. They are trying to find ways to keep things that are not going to be soggy. It is going to heat something that is going to be in the crisp format that they like. So there is a health element to that where you do not have to add oil,” he explained.
AI is another area of opportunity for food and beverage in general, as a solution that could help consumers “cook things to the desired format every single time,” Seifer notes.
“Let’s say that you are roasting a steak in the oven. You don’t want to overcook it. You want it to come out the same way every time. Can AI and technology actually help consumers do things like that?” he said.
