Educate Shoppers on the Beauty of Breakfast – and Beyond
A 2017 Mintel study found that 39% of respondents value high protein when purchasing breakfast foods, 33% value an ingredient panel free from artificial ingredients, 28 percent value items with no additives and preservatives, and 21% prefer organic selections. These findings highlight the high level of consumer demand for premium, nutritious and high-quality breakfast foods.
Brands must elevate their offerings to cater to these consumers who are demanding more from their breakfast foods. Similarly, there’s a major opportunity for retailers to capitalize on these trends by finding natural, whole-food ingredients that they can highlight in their breakfast foods, particularly where the grab-and-go category is concerned.
Make Breakfast an All-Day Affair
Further opportunity lies in making breakfast foods convenient beyond the breakfast daypart. The food industry can bring greater importance to breakfast as a meal, even as snacking makes waves throughout the industry. By promoting products that are functional for a variety of occasions, and by effectively emphasizing their convenience, affordability and nutritional value, retailers can bring to light the importance of each of these attributes for consumers.
We have seen many major chains pivot to all-day breakfast offerings in an attempt to appeal to the current “what I want, when I want it” consumer landscape. Leaders in the food industry can implement convenient options suitable for all-day consumption to capitalize on this trend, particularly in the perimeter aisles and in grab-and-go sections of the store.
Eggs are the perfect showcase for those hoping to capitalize on the increased interest in high-quality protein, nutrient-rich foods and convenience. Highlighting eggs in new breakfast products appeals to consumer demand for real ingredients, nutrition, high protein and all-day breakfast options. In fact, the egg category, by and large, has helped to streamline the ingredient panels of a number of products by offering just this. Featuring a single ingredient as opposed to a long list of unrecognizable ones, eggs are seen as inherently natural and an easy step to cleaning up and simplifying diets while providing high-quality protein.
Adapting to Grazers at Each Daypart
Industry leaders understand that for many consumers, snacking has overtaken meals altogether. Targeting this trend while keeping standards for humanely raised eggs top of mind, items like hard-cooked eggs in convenience packaging and sustainably sourced specialty eggs are ideal additions as protein-rich, ready-to-eat snacks with simple ingredients.
Taking Tangible Action
Because shoppers are at risk for being pulled from claim to claim and functional benefit to benefit, retailers could benefit by creating signage to guide them through the various options available in their egg sets. Fostering transparency and inviting important conversations, which we know many of today’s consumers crave, simple signs or channel strips defining cage-free, free-range, organic and pasture-raised in particular would help shoppers make the selection that lines up best with what they value. With this additional information available, they just may be motivated to trade up in categories and purchase more premium items.
Highlighting product claims and values instead of simply promoting price alone can also help retailers to effectively generate trial in the category. As consumers are searching for functional, on-the-go breakfast items to jump-start their days, sharing short copy about a featured product in the weekly circular, or putting tags on the shelf highlighting key attributes, can help shoppers think beyond price.
Whether consumers are concerned with a clean nutritional label, non-GMO claims or humane standards, brands and retailers leading the industry in big, long-lasting change have made the conscious decision to adapt to their shoppers’ needs. This has guided deeper conversations within the industry and encouraged shoppers to take greater consideration in their purchasing decisions. The food industry as a whole can facilitate change on a larger scale by truly considering shoppers’ evolving needs.