Brands Must Differentiate To Stay Ahead As Competition For Breakfast Heats Up, Technomic Study Discovers

Nov. 22, 2019

CHICAGO, Nov. 21, 2019 /PRNewswire/ -- As more players fight for share, breakfast wars are intensifying. Technomic's 2019 Breakfast Consumer Trend Report takes a look at what brands can do to stay ahead of competition, such as adapting to off-premise trends by way of enhancing ordering amenities, updating menus with bold flavor innovation and adding healthier options. Convenience should also be a big focus, including for weekend occasions.

"Moving forward, brands must differentiate themselves from competitors to drive customer loyalty," explains Anne Mills, senior manager of consumer insights at Technomic. "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."

Highlights from the report include:

  • On average, 58% of consumers' breakfast orders include both food and beverage
  • 32% of millennials would like more restaurants to add vegetarian or vegan offerings for breakfast, compared to 20% overall
  • 60% of consumers skip breakfast at least once during the week (i.e., Monday-Friday)

Exploring direct responses from 1,200 consumers, as well as current and future menu trends, the comprehensive 2019 Breakfast Consumer Trend Report helps foodservice operators and suppliers keep abreast of consumers' evolving behavior, attitudes and preferences toward breakfast and to identify opportunity areas.

Technomic publishes a complete library of Consumer Trend Reports. To learn more, please visit or contact one of the individuals listed below.

Purchasing details: Patrick Noone, (312) 506-3852, [email protected]

About Technomic

Technomic, Inc., a Winsight company, was founded as a management consulting firm in 1966. Since then, Technomic's services have grown to encompass cloud-based B2B research tools, consumer and menu trend tracking, as well as other leading strategic research and analytic capabilities, to prioritize and size business opportunities. Our clients include food manufacturers and distributors, restaurants, retailers and multiple other business verticals aligned with the food industry that are looking to make informed decisions to support their business growth. Visit Technomic at


Dreamstime Xxl 135729448 Edit

Rise And Shine

Nov. 14, 2019
For years, consumers have been told that breakfast is the most important meal of the day. It’s also a meal that people skip eating at home if they’re running late. This gives ...
Photo by NeONBRAND on Unsplash
Neonbrand 4 N3i H Ymqy E Unsplash

Shifting Definitions Of Value Increasingly Include Food Quality and Service, Technomic Reveals In New Report

July 26, 2019
CHICAGO, July 25, 2019 /PRNewswire/ -- Value remains a vital component in the path to purchase, with 76% of consumers saying it's a very important factor when deciding where to...