ON-THE-GO BREAKFAST PRODUCTS MARKET ANALYSIS

Global on-the-go breakfast products market size is expected to reach US$ 1,893.09 Mn by 2031, from US$ 1,453.70 Mn in 2024, exhibiting a compound annual growth rate (CAGR) of 4.5% during the forecast period.

Market Regional Insights:

• Europe is expected to be the largest market for on-the-go breakfast products market during the forecast period, accounting for over 38% of the market share in 2023, due to changing demographics.
• North America accounted for over 33% of the market share in 2023. Rising demand for convenience food products, increasing urbanization, and the popularity of convenient, easy-to-consume, and healthy breakfast products are among the key factors driving the market growth.
• Asia Pacific accounted for over 5.0% of the market share in 2023, due to exhibit promising growth due to the rising millennial population and the increasing adoption of westernized snacking culture.

Figure 1. Global On-the-go Breakfast Products Market Share (%), By Region, 2023

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Analyst’s Views:

With rising busy lifestyles and evolving eating habits, consumers are increasingly opting for convenient breakfast options that can be consumed on the go. This is a key driver propelling the demand for on-the-go breakfast products. Another major factor is increasing health consciousness among people who prefer healthier breakfast alternatives like cereals, oats, and nutrition bars to skip the usual fast-food options. North America dominates the market owing to the presence of well-established players and high consumption of convenience breakfast items. However, the Asia Pacific region is expected to be the fastest-growing market in the near future. Significant growth is expected in countries like China, India, and Southeast Asia Pacific led by changing demographic trends, rising disposable incomes, and expansion of modern retail formats.

On the flip side, the availability of cheaper private label substitutes may limit the growth of established brands. Moreover, fluctuating prices of agricultural commodities used in the production of breakfast cereals pose challenges. However, the introduction of new product variants that are tailored to regional tastes and preferences can unlock opportunities for companies to expand their consumer base. Overall, the increasing demand for healthy and nutritious breakfast solutions presents a lucrative outlook for players in this industry.

Market Drivers:

Rising demand for convenience and packaged foods: The demand for convenient and easily accessible food options is growing rapidly across the globe. With fast-paced lifestyles and less time available for elaborate breakfast preparation at home, on-the-go breakfast products have emerged as a popular choice. Products such as breakfast bars, breakfast sandwiches, waffles, pancakes, doughnuts, and cereals are quite popular amongst consumers who are constantly on the move.

The convenience and portability of these packaged breakfast items allow time-starved consumers to eat something nutrient-rich in the morning without much effort. This has significantly boosted the sales of on-the-go breakfast products in 2023 years. According to statistics by the Food and Agriculture Organization (FAO) of the United Nations.

Increasing prevalence of nuclear families: The prevalence of nuclear families is notably driving the market growth. In recent years, there has been a significant rise in dual-income households across several regions globally. As both partners are engaged in employment, they have less time in the mornings to prepare elaborate breakfast meals. Nuclear families often comprise of working parents and school- or college-going children who are always in a hurry to start their day.

This has boosted the demand for easy to prepare, portable, and nutritious breakfast options that can be consumed on-the-go. Leading manufacturers are capitalizing on this trend by introducing a wide array of ready-to-eat and ready-to-cook breakfast products that cater to the needs of nuclear families. Some of the popular product types include breakfast bars, cereals, sandwiches, burritos, croissants, and pastries filled with eggs, meats, and vegetarian fillings. The packaging of these products allows for hassle-free consumption while travelling to office or school.

Market Opportunities:

Product innovation and new product launches: Product innovation and new product launches present a tremendous opportunity for growth in the market. Consumers lead increasingly busy lifestyles with little time for elaborate home cooked breakfasts each morning. The demand for convenient, nutritious, and great tasting breakfast options that can be easily consumed on the go has never been higher. Products with high protein, fiber or other nutritional benefits are finding more popularity as consumers also seek health and wellness. Some examples that have witnessed success include nut-based breakfast bars, breakfast sandwiches, or burritos in portable packaging.

Potential in developing regions with growing breakfast culture: Developing regions with growing breakfast cultures could represent significant opportunities for the market in the near future. As economies in regions like Southeast Asia, South Asia, South America, Middle East, and Africa continue to urbanize rapidly and populations embrace Western lifestyles, demand for convenient, packaged breakfast options is likely to rise sharply.

Busy consumers in these regions are increasingly opting for quick, pre-prepared meals rather than traditional breakfast routines due to changing work schedules and fast-paced lives. This burgeoning culture of convenience presents a sizable market for companies providing nutritious, easy to consume breakfast products that can be eaten anywhere. Various products like breakfast cereal bars, pastries, porridges, and savory snacks have begun to gain popularity. Local market players as well as big global brands are actively launching new product lines that are tailored for these markets.

Market Trends:

Rising popularity of plant-based and healthy breakfast options: Rising popularity of plant-based and healthy breakfast options significantly influences the market. With growing health and environment consciousness among consumers, especially younger demographics, there is increasing demand for vegan, vegetarian, whole grain, high protein, and low sugar breakfast items. This trend is pushing manufacturers to innovate and offer more diverse and nutritious portable breakfast choices.

Companies are launching various plant-based breakfast sandwiches, oats, yogurts and cereals that are made by using ingredients like soy, lentils, nuts, and ancient grains. For instance, in 2022, General Mills launched cereal and snack brand EPIC that are based on nutrient-dense ingredients like peas, brown rice, and nutritional yeast. Their plant-based jerky and meat alternatives are also gaining popularity for on-the-go eating. Similarly, Yoplait recently came up with non-dairy oatmilk yogurts and Purely Elizabeth expanded their line of ancient grain granolas and nut butters to cater to this growing consumer segment.

Increasing demand for Asian and ethnic breakfast foods: The trend towards Asian and ethnic breakfast foods is having a significant impact on the industry. With many consumers seeking more diverse, flavorful and international breakfast options beyond the traditional cereal or toast, brands are expanding their offerings to cater to these preferences. Many are introducing items that incorporate popular Asian ingredients like miso, matcha, and turmeric that align with current wellness and health-focused trends. They are also experimenting with ethnic flavors that are inspired by cuisines from India, Latin America and the Middle East.

This diversification of breakfast products is allowing companies to attract more ethnic consumer bases that have growing demands for familiar breakfast flavors from their home cultures. For example, Indian consumers abroad are displaying strong receptivity towards on-the-go options featuring masala-spiced flavors or dosa pancakes, while Latin American expat communities are showing interest in empanadas, tamales, or atoles for breakfast. With continued globalization and cultural diffusion, there is sizable market potential to be tapped by providing products that meet the tastes of diverse ethnic demographic groups within countries.

Market Restraints:

High calorie and sugar content: The high calorie and sugar content in on-the-go breakfast products poses a significant challenge for the growth of the market. In recent years, consumers have become increasingly health-conscious and aware of the ill-effects of excessive calories and sugar in their diets. There is a growing demand for healthier and nutritious breakfast options that provide sustained energy without being too heavy or indulgent. However, most on-the-go breakfast products like breakfast bars, breakfast sandwiches and ready-to-eat cereals tend to be high in calories, fat and sugar content to provide a sense of fullness and taste.

Furthermore, health organizations like the World Health Organization (WHO) and national level bodies have been issuing guidelines to curb sugar intake. For instance, in its 2020 guidelines, the WHO recommended adults and children to consume less than 10% of their total daily calories from free sugars like those found in breakfast cereals, oats, and others to manage health and body weight.

Counter Balance: Companies are focusing on emerging trends such as offering healthier and organic options, increasing convenience and portability, providing innovative and unique flavors, and customizing products to cater to individual preferences.

Availability of substitutes: Availability of substitutes is posing a major challenge for the market growth. There are many alternative breakfast options that are available to consumers that can fulfill the convenience and portability needs similarly to on-the-go breakfast products. Consumers are shifting towards easy substitutes like bread, cereals, pancakes, waffles and fried eggs, and others which can be prepared quickly at home and are more affordable as compared to package on-the-go items. The easy access to alternative breakfast choices is restricting people to opt for on-the-go convenience breakfast options made by branded players in the market.

Furthermore, the rising health-consciousness among consumers has increased the popularity of homemade substitutes that are considered to be fresher and containing fewer preservatives as compared to packaged foods. According to a report by the Food and Agriculture Organization (FAO) of the UN, globally, people are more focused on incorporating fresh, locally produced, and organic foods in their daily diets. This trend has supported the sales of basic homemade breakfast items like baked oats, toast, yogurt and smoothies instead of processed on-the-go variants.

Counterbalance: Invest in research and development (R&D) to create unique and convenient breakfast products that meet the changing needs and preferences of the consumers.

Recent Developments:

• In December 2021, General Mills launched eight new varieties of ready-to-eat cereals to expand its product line, thereby catering to different customer segments such as kids and keto people. In addition, the company went for innovative packaging inspired by superhero series.

Figure 2. Global On-the-go Breakfast Products Market Share (%), By Distribution Channel, 2023

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Top Companies in the Global On-the-go Breakfast Products Market

• Quaker Oats Company
• Kellogg Co.
• General Mills Inc.
• MOMA
• Uncle Toby’s
• Bagrry’s India Ltd.
• Sanitarium
• Anchor
• Weetabix Ltd.
• Nestle S.A.

Definition: The term "breakfast on the go" or "grab-and-go breakfast" refers to a convenient breakfast option that is pre-packaged and designed for individuals who are in a hurry or need to eat while in transit. This concept is popular in hotels, where guests can take pre-packaged continental items, beverages, and whole fruits with them when needing to eat early or while in transit. It typically includes portable and mess-free items such as pre-packaged sandwiches, yogurt cups, fruit, granola bars, and beverages in disposable containers, thus allowing guests to enjoy their breakfast while on the move. In a school setting, "grab-and-go breakfast" means that students are able to access a breakfast meal from a cart or kiosk that is placed within the school, the cafeteria, or another location. The term "breakfast to go" refers to a pre-prepared meal or food items that are designed to be quickly and conveniently consumed while on the move or in transit, typically during the morning hours. These ready-to-eat breakfast options often come in portable packaging and include items like breakfast bars, cereal cups, yogurt cups, fruit cups, sandwiches, or other grab-and-go products.