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Breakfast is a highly effective way to promote optimal physical and mental well-being at the start of the day
Breakfast, considered a sacred affair as the first meal of the day, is now undergoing a significant shift.
The breakfast landscape has undergone a dramatic transformation in recent years, so much so that we are now talking about a breakfast boom, where consumers are opting to dine out for breakfast more than for lunch. It’s a trend that food research firm Technomic anticipated this year. Nonetheless, this shift from home to restaurants proves how far breakfast consumption has evolved since the pandemic.
“This trend not only reflects changing consumer behavior and evolving dining preferences but also highlights the increasing demand for convenience foods as modern life becomes more hectic. Convenience is a key driver for professionals and working families who seek on-the-go breakfast solutions that are easy to consume, require minimal preparation, provide nutrition, and appeal to the taste buds,” says Nadiya Merchant, Associate Director of Nutrition, Kellanova India.
These changes are evident even in a country like India, with its diverse food traditions. “Breakfast, considered a sacred affair as the first meal of the day, is now undergoing a significant shift. Mintel research reveals that nearly 8 out of 10 Indian consumers eat breakfast at home more than once a week. However, the preference for a traditional bowl of hot, cooked breakfast is now being challenged like never before,” adds Merchant.
According to the Business Research Company, the growing working population and the need for quick, convenient options have significantly boosted the breakfast food market. Rising from $431.68 billion in 2023 to $457.71 billion in 2024, it is projected to reach $584.44 billion by 2028, growing at a CAGR of 6.3%.
Cereals and their various innovations have come to dominate modern breakfast food consumption. These innovations now go beyond traditional options, offering variations that provide a nutritional powerhouse while delighting consumers’ taste buds—particularly children, who represent a significant consumer group.
A significant trend is the focus on nutrient-rich breakfasts. Consumers are increasingly exploring whole grains, low-calorie options, and superfoods like nuts, seeds, millets and oats.
“The demand for plant-based breakfasts is another prominent trend which involves incorporating plant-derived foods into daily diets in convenient and appealing ways. Plant-based foods offer exciting flavors and indulgent experiences, catering to consumers’ desire for variety,” opines Merchant.
Interestingly, plant-based breakfast foods can be combined with animal-derived protein products. Many consumers creatively mix plant and animal sources to optimize protein quality. For instance, ready-to-eat cereals are often paired with milk or curd to enhance protein content. Additionally, nuts and seeds can be added to further boost the nutritional value.
The push for wholesome, nutrient-rich, on-the-go breakfasts has opened up a plethora of options, from ready-to-eat options such as ready-to-eat cereals to ready-to-cook packages of traditional favorites like dosa, poha and upma. etc. With Gen-Z and millennial consumers driving breakfast trends, we can expect further intricate changes. Their penchant for experimentation and sustainability is likely to spur even more innovations and variety in breakfast offerings.
After all, there is no alternative to a nutritious breakfast—even a convenient one. It remains a highly effective way to promote optimal physical and mental well-being at the start of the day.
