CHICAGO—The breakfast segment accounts for 12% of the total restaurant industry and serves up about $42 billion a year in sales, according to a new market report from Technomic. The report revealed the sector is poised for growth as more consumers opt for healthier options and are willing to pay for convenient options.
According to the Breakfast Consumer Trend Report, breakfast patronage is up at foodservice locations, particularly fast-food restaurants, where 46% of consumers now occasionally purchase weekday breakfasts compared to just 33% in 2009.
"Breakfast is a very dynamic segment in which consumers are looking for healthier options and place a premium on convenience," said Technomic EVP Darren Tristano. "Our busy lives and weekly routines drive the need for fast, convenient options in the morning. When consumers don't have convenient options, they're increasingly bringing breakfast from home to eat elsewhere."
The report found consumers are willing to pay more for a morning meal that saves time and fits their daily routine. About 75% of consumers surveyed agree that a convenient location is important when purchasing a breakfast item from a restaurant or other foodservice location during with week.
Consumers also indicated health is a top priority. Restaurants can go beyond lowfat/nonfat ingredients and offer whole grains and multigrain items to their menus. In fact, data found oatmeal is booming and will continue to be prevalent on breakfast menus.
Coffee also is emerging as a factor in consumers' breakfast purchasing decision. In fact, 33% of consumers who drink coffee at breakfast indicate they are loyal to a coffee brand or restaurant that serves their preferred coffee, up from 25% of consumers who said the same in 2009.
Consumers say full-service restaurants excel at providing kids' options, and signal opportunities for full-service restaurant operators to boost breakfast sales through portable breakfast options.
The report also found over the past two years, limited-service restaurants have added more than 230 new breakfast items, illustrating that breakfast remains a growth category for limited-service operators.
