Busier Weekends Offer Unique Opportunity for Premium Products in Convenience Breakfast Market, says Canadean
07 April 2016
As the fast-paced nature of twenty-first century life continues to change breakfast from an enjoyable pastime to a chore, consumers are increasingly seeking out convenience foods in the morning. While an established trend during the week, it is increasingly creeping into weekend habits.
According to a Canadean survey of packaging executives worldwide, 77% expect high or moderate demand for on-the-go grocery products during weekday mornings, while 63% forecast high or moderate demand during weekend mornings. While the high demand during weekday mornings is to be expected, this study shows that the industry is preparing to take advantage of a surprising opportunity: convenience breakfasts for those who are time-poor at weekends.
As a result, Canadean expects more innovative pack formats to be developed for breakfast drinks and smoothies, including dual packs separating liquid and solid contents, and heat-retaining packs to keep indulgent breakfasts warm while on the go.
Brands need to focus on innovation in weekend convenience breakfasts
A robust market for convenient weekend breakfast treats is now established, which some brands may be missing out on.
Safwan Kotwal, Analyst at Canadean, says: “Focusing purely on weekday breakfast convenience means brands risk leaving money on the table. While consumers’ timetables are arguably more flexible during the weekend, busier social lives are creating a new market for convenient, but at the same time indulgent, weekend breakfast products.
“Convenience purely targeted at busy office workers or busy parents on the school run means brands could be excluding themselves from a potentially very profitable weekend market.”
Room for brand expansion with premium weekend breakfast products
While convenience is an important consideration for many consumers, indulging and enjoying breakfast on the weekend is something they look forward to. Although high demand on weekday mornings will remain the most important occasion for convenience products, Canadean believes brands must not discount weekends as an opportunity.
“Brands built around convenience should consider brand extensions targeting weekend needs, while those built around enjoyment and indulgence should consider diversifying their product portfolios to offer new, more convenient products that still provide something special for weekend consumers,” Kotwal concludes.
This information is based on Canadean’s report: Examining new trends in the breakfast market and the opportunities for food manufacturers
All information correct at time of publication and based on Canadean's research methodology.
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