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The Snackification of Breakfast

  • November 2014
  • -
  • The Centre for Food & Health Studies
  • -
  • 65 pages

How changing consumer habits are creating new opportunities

Breakfast has become one of the most fought-over battlegrounds in food and health, a battle fuelled by consumers’ need for easy and quick meals in the morning – and by two massively successful disruptive innovations, Belvita’s breakfast biscuit and Up & Go’s liquid breakfast. This 65-page report shows how, around the world from Asia to America, breakfast is being “snackified”. This means a wealth of new opportunities for companies in every food category.

About this report

Everyone wants a slice of breakfast: Every type of food or beverage company, in every category, either is looking at what they can do to get their own slice of the breakfast market or is in the process of launching or building up products.

Markets are being transformed: In 2014, sales of breakfast cereals in the US fell by 5% – equivalent to $300 million (€236 million). Of this number, $70 million switched to one brand – Belvita. The rest switched to a host of small brands. It’s a similar story in other markets.

Five success factors: Belvita, Oat So Simple and Up & Go are market-changing innovations that work because they deliver on the five factors proven to be key to success in the breakfast category. The report describes these five factors and how to apply them to your own product developments.

Give consumers what they don’t yet know they need: The big successes so far, illustrated by the five case studies in the report, show that any company with ambitions in breakfast should not rule out new product ideas because they are unfamiliar to consumers or too innovative.

Table Of Contents

The Snackification of Breakfast

Executive Summary

1. The reinvention of breakfast
1.1 Away from home becomes a norm in urban societies
1.2 Breakfast skipping
1.3 Change before your competitors do
2. The Five Factors checklist for successful breakfast products

3. Breakfast snackification in action
3.1 Breakfast snackification in action - biscuits
3.2 Breakfast snackification in action - liquid cereals

4. Key trends and opportunities for innovation
4.1 Protein's rise
4.2 Good grains versus bad grains
4.3 Dairy plus grains
4.4 Smarter distribution beyond mainstream channels
4.5 Breakfast inspirations from around the world

Case Studies
Case Study 1: Belvita Breakfast Biscuits - disruptive innovation and breakfast snackification
Case Study 2: Up and Go - the disruptive innovation that gave birth to liquid breakfast
Case Study 3: Oat So Simple transforms traditional breakfast with convenience
Case Study 4: Oso - sport inspires convenient slow-energy dairy-plus-oats pots
Case Study 5: Nutella Bready - permission to indulge with calorie-controlled servings

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