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市場調查報告書

早餐:美國零售市場動向與市場機會

Breakfast: Retail Market Trends and Opportunities in the U.S.

出版商 Packaged Facts 商品編碼 357812
出版日期 內容資訊 英文 119 Pages
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早餐:美國零售市場動向與市場機會 Breakfast: Retail Market Trends and Opportunities in the U.S.
出版日期: 2016年04月29日 內容資訊: 英文 119 Pages
簡介

本報告針對美國零售早餐市場進行調查、提供種類分類消費者使用行動與特徵、人口層分析、消費者需求與課題、成長影響因素與成長機會分析。

第1章 摘要整理

第2章 早餐定義

  • 比較分析:10年趨勢
  • 外帶的成長
  • 早餐面對的課題
  • 早餐定義
  • 簡單的要求
  • 健康的兩條道路
  • 人口統計分析
  • 英式早餐主張快速&簡單
  • 千禧世代與父母親的早餐是咖啡?
  • 消費者瞭解的早餐重要性
  • 人口統計分析

第3章 課題與市場機會

  • 需求充足
  • 境界線曖昧化:早餐是點心?
  • 早餐的選擇之一是點心
  • 全天供應的早餐食品
  • 健康&保健
  • 取得內在的健康
  • 有機食品的使用:早餐食品分類
  • 減法健康法
  • 麩質不耐症
  • 早餐的重要性與健康

第4章 早餐:零售 vs 餐廳

  • 餐廳的早餐誘因
  • 高頻率前往餐廳早餐者的課題
  • 早餐的選擇:家庭 vs 餐廳
  • 家庭選擇之一:優點眾多

第5章 穀片:消費動向、行銷、新產品動向

  • 穀片:趨勢變化
  • 冷穀片:世代消費量降低
  • 熱穀片世代消費動向
  • 主要人口統計:早餐時吃穀片的主要促進因素
  • 行銷&新產品動向
  • 可攜帶的早餐:「grab and go」的方便性
  • 流行的減重&健康組合
  • 以特殊原料提供更多種口味

第6章 早餐前菜&三明治:消費動向、行銷、新產品動向

  • 早餐前菜&三明治:趨勢變化
  • 主要人口統計:早餐前菜&三明治喜好層、家族層
  • 行銷&新產品動向
  • 一天的早餐機會
  • 「better-for-you」加熱早餐受到矚目
  • 好食品與豪華風味

第7章 鬆餅、格子鬆餅、法國吐司:消費動向、行銷、新產品動向

  • 鬆餅、格子鬆餅混合/冷凍食品:趨勢變化
  • 主要人口統計:黑人、家族常使用
  • 行銷&新產品動向
  • 以「健康」為後盾

第8章 早餐麵包&甜點:消費動向、行銷、新產品動向

  • 早餐麵包&甜點:趨勢變化
  • 主要人口統計:萬能的麵包、甜點受到家族喜愛
  • 行銷&新產品動向
  • 健康早餐烘培
  • 早餐麵包&甜點的奢華感

第9章 早餐肉類&肉代替品:消費動向、行銷、新產品動向

  • 早餐用肉類&肉代替品:趨勢變化
  • 主要人口統計:年輕人、黑人、家族為主要使用者
  • 行銷&新產品動向
  • 健康肉類:畜產、加工透明化擴大
  • 已調理的肉類

第10章 優格:消費動向、行銷、新產品動向

  • 優格:趨勢變化
  • 主要人口統計:女性常吃優格
  • 行銷&新產品動向
  • 超越早餐的優格
  • 「健康」是優格的後盾
  • 口味多變化

第11章 消費動向、行銷、新產品動向:早餐與營養

  • 營養棒與早餐營養品
  • 早餐與營養棒:趨勢變化
  • 主要人口統計:年輕人、富裕人士
  • 行銷&新產品動向
  • 一口尺寸的普及
  • 早餐穀物棒:改為更健康的材料
  • 營養棒:發掘"健康專門"市場

第12章 小朋友早餐:消費動向、行銷、新產品動向:

  • 小朋友早餐食品、飲料消費
  • 早餐食品的使用
  • 大型世代:常享用糕點
  • 孩子年齡較大的家族:享用熱騰騰早餐與吐司糕點等
  • 富裕人士、家族常使用
  • 趨勢變化
  • 行銷&新產品動向
  • 「Better-for-you」早餐
  • 享受早餐
  • 加溫早餐
目錄
Product Code: LA5790301

For many consumers, breakfast choices involve removing pain points that clog the flow of their day and weighing breakfast choices in terms of value for time. In each case, cost lurks in the background: the breakfast someone normally has is not a splurge or a special occasion; it's part of the weekly budget for everyday spending. As suggested by 2006-2015 consumer usage trends, this puts portability near the top of the retail breakfast list, but healthfulness also plays a complicated role in consumer breakfast choice. Given the breadth and depth of the market, room for indulgence does exist, and while traditional retail breakfast staples have found harder going, innovation across this spectrum suggests continued opportunity, as does daypart expansion and cross-usage.

Breakfast: Retail Market Trends and Opportunities in the U.S. analyzes industry and consumer trends shaping the U.S. retail breakfast market. This report analyzes eight food and beverage categories significant to the retail market for breakfast, including hot and cold cereal; breakfast entrées and sandwiches; pancakes, waffles and French toast; breakfast baked goods; breakfast meats and meat alternatives; yogurt; breakfast & nutrition bars and breakfast supplements; and kids' breakfast.

In each case, the report 1) trends and analyzes the given category with consideration of key demographics to provide insight into growth opportunities and challenges; 2) covers category performance as it relates to consumer attitudes and behavior toward breakfast with a focus on how users define their normal breakfast; and 3) presents marketing and new product trends that are influencing the category in the grocery aisle.

A key approach to the report involves the various ways consumers approach and define breakfast, a topic developed in its own section. In particular, it assesses how consumers define the breakfast that they normally have, as well as the relative importance they have ascribed to breakfast over time, and the degree to which consumers view breakfast as part of their routine. These results are woven into analysis as appropriate throughout the report.

The report also identifies challenges and opportunities relevant to retail breakfast marketers. It does so by digging into consumer need states that influence breakfast choices by comparing rationales for eating cold cereal and cereal/granola/ nutrition bars. To position growth opportunities within the breakfast daypart and beyond, it also analyses the extent to which breakfast foods straddle breakfast and snacking, as well as the degree to which consumers snack in the morning. Finally, it examines opportunities related to health and wellness, identifying the degree to which organic foods and gluten intolerant users eat a variety of breakfast foods; and the value consumers ascribe to healthy breakfast.

Finally, the report details usage growth in limited-service and full-service restaurant usage during 2006-2015, and the impact high-frequency restaurant breakfast users have on the retail market. It also compares consumer usage of 19 types of breakfast items at restaurants and at home, applying ratios suggesting at-home or at-restaurant usage dominance.

Table of Contents

Chapter 1: Executive Summary

  • Report Scope
  • Report Summary
  • Breakfast defined
  • Tale of the tape: 10-year trending
  • How consumers define breakfast
  • Demographic analysis
  • Importance of breakfast not lost on consumers
  • But losing steam when it should be gaining momentum
  • Degree of importance influenced by needs placed on breakfast
  • Part of the routine
  • Challenges and opportunities
  • Meeting the need state
  • Blurring the lines: breakfast or snack?
  • Breakfast foods as all-day snacks
  • Organic food use by breakfast food type
  • “Health by subtraction” terms still prevalent
  • Importance and healthfulness of breakfast
  • Breakfast: retail vs. restaurants
  • Restaurant breakfast beckons
  • High-frequency restaurant breakfast users pose challenges
  • Breakfast item choices at home versus at a restaurant
  • Cereal usage, marketing & new product trends
  • Trends over time
  • Key demographics
  • Marketing and new product trends
  • Cereal usage, marketing & new product trends
  • Trends over time
  • Key demographics
  • Marketing and new product trends
  • Pancakes, waffles & French toast usage, marketing & new product trends
  • Trends over time
  • Key demographics
  • Marketing and new product trends
  • Breakfast baked goods usage, marketing & new product trends
  • Trends over time
  • Key demographics
  • Marketing and new product trends
  • Breakfast meats & meat alternatives usage, marketing & new product trends
  • Trends over time
  • Key demographics
  • Marketing and new product trends
  • Yogurt usage, marketing & new product trends
  • Trends over time
  • Key demographics
  • Marketing and new product trends
  • Breakfast & nutrition bars and breakfast supplements usage, marketing & new product trends
  • Trends over time
  • Key demographics
  • Marketing and new product trends
  • Kids' breakfast usage, marketing & new product trends
  • Usage trends
  • Demographic analysis
  • Trends over time
  • Marketing and new product trends

Chapter 2: Breakfast Defined

  • Tale of the tape: 10-year trending
  • Portable options lead usage growth
  • Breakfast staples face challenges
  • Table 2-1: Breakfast Food Usage by Type, 2006 vs. 2015
  • Table 2-2: Breakfast Foods Usage by Type: Percentage Change, 2006-2015, 2006-2009, 2009-2012 and 2012-2015
  • Breakfast defined
  • Simplicity, please
  • Chart 2-1: How Consumers Define Breakfast, 2016
  • Two roads to healthfulness
  • Demographic analysis
  • Full breakfast alive and well, but the quick and painless approach has uniform appeal
  • Table 2-3: How Consumers Define Breakfast: Selected Definitions by Demographic, 2016
  • For Millennials and parents, is breakfast the new coffee?
  • Table 2-4: How Consumers Define Breakfast: Top Energy and Health Definitions by Demographic, 2016
  • Importance of breakfast not lost on consumers
  • But losing steam when it should be gaining momentum
  • Chart 2-2: Breakfast Is More Important than Lunch or Dinner: Percentage Who Agree or Strongly Agree, 2006-2015
  • Degree of importance influenced by needs placed on breakfast
  • Table 2-5: Breakfast Is More Important than Lunch or Dinner: Percentage Who Strongly Agree by Demographic, 2015
  • Part of the routine
  • Demographic analysis
  • Table 2-6: Tendency to Eat Same Foods for Breakfast, 2016

Chapter 3: Challenges and Opportunities

  • Meeting the need state
  • Chart 3-1: Reasons for Eating Cold Cereal and Cereal/Granola/Nutrition Bars, 2016
  • Blurring the lines: breakfast or snack?
  • Embracing snacking as a breakfast option
  • Table 3-1: Table 2-1: Tendency to Substitute Breakfast with a Snack, 2016
  • Breakfast foods as all-day snacks
  • Chart 3-2: Foods Eaten for Breakfast and for a Snack, 2016
  • Health and wellness
  • Inherent health trending up
  • Organic food use by breakfast food type
  • Table 3-2: Households That Use Organic Food: Breakfast Foods Used by Type, 2015
  • “Health by subtraction” terms still prevalent
  • Gluten intolerance
  • Table 3-3: Diet Watchers and Gluten Intolerant: Household Breakfast Foods Used by Type, 2015
  • Importance and healthfulness of breakfast
  • Table 3-4: Breakfast Importance and Healthfulness, 2016

Chapter 4: Breakfast: Retail vs. Restaurants

  • Restaurant breakfast beckons
  • Chart 4-1: Breakfast Usage, Family Restaurants and Fast Food Restaurants, 2006-2015
  • High-frequency restaurant breakfast users pose challenges
  • Table 4-1: High-Frequency Restaurant Breakfast Usage by Demographic, 2016
  • Breakfast item choices at home versus at a restaurant
  • Chart 4-2: Breakfast Item Usage in Past 30 days: at Home vs. at Restaurant, 2016
  • But some at-home options maintain wide usage advantage
  • Chart 4-3: Breakfast Item Usage Ratio in Past 30 days: At Home vs. at Restaurant, 2016

Chapter 5: Usage, Marketing & New Product Trends: Cereal

  • Cereal: trends over time
  • Chart 5-1: Cold and Hot Cereal Household Usage, 2006-2015
  • Cold cereal: household volume declines
  • Table 5-1: Cold Cereal Household Usage Frequency Share, 2011 vs. 2015
  • Positive hot cereal household volume trends
  • Table 5-2: Hot Cereal Household Usage Frequency Share, 2011 vs. 2015
  • Key demographics: children are a key driver in use of breakfast cereal
  • Table 5-3: Cold and Hot Cereal Usage by Demographic, 2011 vs. 2015
  • Marketing and new product trends
  • Portable breakfast necessitates grab and go convenience
  • Health incorporates trendy diet and wellness monikers
  • Unique ingredients provide for more interesting flavor profiles

Chapter 6: Usage, Marketing & New Product Trends: Breakfast Entrées &

  • Sandwiches
  • Breakfast entrées & sandwiches: trends over time
  • Chart 6-1: Frozen Breakfast Entrées & Sandwiches Usage, 2006-2015
  • Key demographics: blacks and families favor breakfast entrée and sandwiches
  • Table 6-1: Frozen Breakfast Entrées & Sandwiches Usage by Demographic, 2011 vs. 2015
  • Marketing and new product trends
  • All-day breakfast opportunity
  • Catering to interest in better-for-you warm breakfast
  • Comfort food and indulgent flavors

Chapter 7: Usage, Marketing & New Product Trends: Pancakes, Waffles &

  • French Toast
  • Pancakes and waffle mix/frozen: trends over time
  • Chart 7-1: Pancake/Waffle Mix and Frozen Waffles/Pancakes/French Toast Usage, 2006-2015
  • Chart 7-2: Frozen Waffles, Pancakes and French Toast Usage, 2006-2015
  • Key demographics: usage strongest among blacks and families
  • Table 7-1: Frozen Waffles, Pancakes and French Toast Usage by Demographic, 2011 vs. 2015
  • Marketing and new product trends
  • Capturing a health halo

Chapter 8: Usage, Marketing & New Product Trends: Breakfast Baked Goods

  • Breakfast baked goods: trends over time
  • Chart 8-1: Breakfast Baked Goods Usage, 2006-2015
  • Key demographics: breads have universal appeal; sweets are used by families
  • Table 8-1: Breakfast Baked Goods Usage by Type and Demographic, 2015
  • Marketing and new product trends
  • Healthy breakfast baked goods
  • Breakfast baked goods embrace indulgence

Chapter 9: Usage, Marketing & New Product Trends: Breakfast Meats &

  • Meat Alternatives
  • Breakfast meats & meat alternatives: trends over time
  • Chart 9-1: Breakfast Meat & Meat Alternative Usage, 2006-2015
  • Key demographics: young adults, blacks and families more likely users
  • Table 9-1: Eggs, Bacon and Sausage Usage by Demographic, 2011 vs. 2015
  • Table 9-2: Meat Alternative and Breakfast Meat Alternative Usage by Demographic, 2011 vs. 2015
  • Marketing and new product trends
  • Healthy meat means increased transparency in farming and processing
  • Precooked meats

Chapter 10: Usage, Marketing & New Product Trends: Yogurt

  • Yogurt: trends over time
  • Chart 10-1: Yogurt/Smoothie Usage by Type, 2006-2015
  • Key demographics: women continue to over index in yogurt usage
  • Table 10-1: Yogurt/Smoothie Usage by Type and Demographic, 2015
  • Marketing and new product trends
  • Yogurt beyond breakfast
  • Yogurt broadens health halo
  • Flavor innovation

Chapter 11: Usage, Marketing & New Product Trends: Breakfast & Nutrition

  • Bars and Breakfast Supplements
  • Breakfast & nutrition bars: trends over time
  • Chart 11-1: Breakfast Bar, Energy/Diet Bar and Breakfast Supplement Usage, 2006-2015
  • Chart 11-2: Breakfast Bar Usage by Type, 2006-2015
  • Key demographics: use skews younger and more affluent
  • Table 11-1: Breakfast Bar, Energy/Diet Bar and Breakfast Supplement Usage by Demographic, 2006-2015
  • Marketing and new product trends
  • Going bite-size
  • Breakfast cereal bars get a healthy ingredient makeover
  • Nutrition bars find their “health niche”

Chapter 12: Usage, Marketing & New Product Trends: Kids' Breakfast

  • Breakfast foods and beverages usage among children
  • Breakfast food usage
  • Table 12-1: Breakfast Food Usage by Type and Presence of Children in Household, 2015
  • Larger households are more likely to use breakfast pastries
  • Table 12-2: Breakfast Food Usage by Type Among Households with Kids: By Number of Kids in Household, 2015
  • Families with older kids are more likely to use hot breakfast and toaster pastries
  • Table 12-3: Breakfast Food Usage by Type Among Households with Kids: By Age of Kids in Household, 2015
  • Affluent families over index in use of energy/diet snack bars
  • Table 12-4: Breakfast Food Usage by Type Among Households with Kids: By Household Income, 2015
  • Trends over time
  • Graph 12-1: Hot Cereal, Cold Cereal, and Frozen Breakfast Entrees/Sandwiches Usage: Households with Children, 2006-2015
  • Graph 12-2: Breakfast Snack Bar, Energy/Diet Snack Bar, Toaster Pastry and Breakfast Pastry Usage:Households with Children, 2006-2015
  • Marketing and new product trends
  • Better-for-you breakfast
  • Making breakfast fun to eat
  • Hot breakfast
  • Appendix
  • Methodology
  • Consumer survey methodology
  • Report table interpretation
  • Color coding
  • Indexing
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