Carried-from-home Breakfasts on the Rise

A positive correlation exists between the health of the economy and the prevalence of carried-from-home breakfast occasions, so finds food and beverage market research from The NPD Group.

Carried breakfasts were on the rise until 2008, but as the recession hit and unemployment rose, the trend began to decline. As the economy continues to recover, however, carried-from-home breakfast occasions are seeing a slight uptick, and NPD predicts continued growth in 2014.

“With over 3 billion occasions in the U.S. annually, carrying breakfast from home is a sizeable behavior representing a significant opportunity for manufacturers and retailers,” said Darren Seifer, food and beverage industry analyst.

In-home breakfasts comprise different items compared to those that are carried from home. Cold cereal, fruit juice, toast and hot cereal are among the items consumed in-home, whereas carried-from-home breakfasts include grab-and-go items like fruit, coffee, snack bars and yogurt.

Additionally, carrying breakfast from home is predominantly an adult behavior, especially among those who are employed full-time. The peak start time for consuming a carried breakfast is 8 a.m., and these occasions are nearly three times more likely on a weekday when adults are commuting to work, according to NPD.

“Adults are looking for nutritious, easily portable breakfast foods and beverages that they can have on hand,” added Seifer. “Marketers need to take a closer look at these consumers and make sure their needs are being met with current offerings.”