15 Data Points About Millennials & Breakfast to Bookmark for Your Next Presentation

We spent hours putting together the best publicly available reports and data on breakfast so you can do better things with your life.

Technomic | “What’s in a breakfast?”

  • According to Technomic’s recent Breakfast Consumer Trend Report, a majority of consumers say a breakfast item’s ability to satisfy them until their next meal (75%), how filling the item is (70%) and its ability to energize them (56%) are highly important.
  • A majority (64%) also say that they are more willing to purchase a high-protein breakfast item; 44% will even pay more for them.
  • Prior Technomic research even shows that about half of breakfast consumers surveyed (49%) want to see more chain restaurants offer non-meat proteins on the menu.

Mintel | “Two in five US consumers are replacing their breakfast with nutritional and performance drinks”

  • From 2010–2015, performance drinks experienced 86 percent sales growth, while nutritional drinks saw 67 percent growth.
  • “Three in five (58 percent) consumers currently use nutritional and performance drinks as a meal replacement and 48 percent consume them as part of a meal, up from just 20 percent who used nutritional drinks as a meal supplement in 2012”
  • Overall, nine in 10 (88 percent) consumers agree that nutritional and performance drinks help them maintain a healthy lifestyle.
  • While sales of sports drinks grew 22 percent from 2010–2015, weight loss drinks experienced stunted growth (5 percent) caused by shifts in consumer dieting habits.
  • Over that same span, functional positioning has also been utilized in new product launches of juice/juice drinks (24 percent), water (17 percent) and coffee/tea (16 percent).
  • Overall, when purchasing nutritional and performance drinks, the most important factors for US consumers are favorite flavor (41 percent), amount of protein (40 percent) and high fiber (33 percent).

McDonald’s New Sandwiches Could be a Signature Move
(Source: CivicScience)

  • Way back in April of 2013, we surveyed U.S. consumers and found that 33% of them would be more likely to eat at McDonald’s if the company served breakfast all day.
  • Research from the brilliant people at the NPD Group found that, in the weeks following the launch of all-day breakfast, 33% of McDonald’s customers were people who hadn’t visited the restaurant in the month prior to the launch.

Cereal for dinner? Not weird, say four in five adults
(Source: YouGov)

  • A new survey from YouGov Omnibus found that 90% of people like cereal, and 81% think it’s normal to substitute cereal for meals that occur later in the day.
  • Since Americans aren’t strict about when cereal should or should not be consumed, about the same percentage of people (79%) admit they sometimes eat it at different points throughout the day as a snack or meal replacement.

Uncommon Sense: The Global State of Breakfast? What the Consumer Wants, and How You Can Provide
(Source: Nielsen)

  • We asked adults in these countries whether they agreed that breakfast was the “most important meal of the day.” The answer was a very widespread “‘yes,” with the sentiment highest in China (90%, vs. 82% in Brazil, 80% in the U.S. and 79% in the U.K.)
  • Furthermore, given the daily realities of commuting for many, and traveling on business for some, many prefer a breakfast that is portable and easy to eat (China (49%), Brazil (44%), U.S. (42%), U.K

The Voice of the Consumer