Epicurium has unveiled new insights into the breakfast category, showing that while demand for innovative and healthy options continues, brands must navigate several challenges to meet evolving shopper expectations.
The wholesaler has seen a 25% year-on-year sales increase in the breakfast category, with the data gathered suggesting that breakfast is evolving into a destination category for retailers as more consumers seek convenient, nutritious choices. As a result, Epicurium believes that branding, shelf appeal, and product diversity are all increasingly becoming essential for success.
Despite the rise in importance, the insights indicate that the breakfast sector is not without its challenges. The research highlights that consumers are aware of brands that market their range as a healthy alternative, despite containing excessive sugar and additives. Epicurium noted that this misalignment between expectations and product offerings is a key obstacle that brands must overcome if they wish to deliver healthier solutions for busy, health-conscious shoppers.
In response to this demand, brands are offering a more sophisticated product range, focusing on functional benefits such as gut health and protein in order to cater to the growing desire for healthier, more nutritious options. Notable examples include Bio & Me’s high-fibre oat bars and Tribe’s muesli protein pots, both of which reflect the increasing shift towards genuinely healthier breakfast solutions.
Ben McKechnie, Managing Director at Epicurium, commented: “As we see morning routines become more fragmented, there is an increasing demand for breakfast products that are not only quick and convenient but also fulfilling. This trend, which began in the mid-2000s and became even more prominent post-Covid, has led to the rapid rise of breakfast biscuits, shakes, and cereal bars.
“Offering a diverse range of breakfast choices goes beyond nutritional benefits. Packaging that stands out on the shelf, along with strong sustainability claims, are now critical to appealing to the modern consumer who is looking for both convenience and conscious consumption.”
NAM Implications:
- Taking current consumer needs as ‘convenience and conscious consumption’ at face value…
- …means shoppers are more discerning and critical.
- Important to rebuild the trust that was a casualty of Lockdown…
- …else spend heavily to resell your offering.
- Over and over and over again…
