ON-THE-GO BREAKFAST PRODUCTS MARKET ANALYSIS

Market Challenges And Opportunities

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 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.