The future of Breakfast (online launch)

After our in-person launch at The Edinburgh Grand Hotel in April, the Knowledge Bank is happy to share the recently commissioned research on Breakfast in a special online webinar!

This research shows consumers are increasingly defining breakfast based on when they eat, rather than what they eat. Countless studies have indicated that breakfast is the most important meal of the day (and the least skipped one). Eating in the morning can positively affect energy levels and concentration, and help with weight management. But the studies don’t say these benefits are only attainable through eating specific foods – because, quite simply, it isn’t. Moreover, consumers are actively looking for new breakfast products – or, more accurately, products which are suitable for consumption in the morning. They don’t want to be limited by what’s traditionally defined as breakfast food, so it’s more important than ever for producers to avoid closing themselves off to the morning market.

On the 25^th May, we’ll be running a webinar to take an in-depth look at the future of breakfast and highlighting some potential new product innovation platforms – some of the topics we’ll cover include what consumers are saying and doing when it comes to breakfast products, what influences consumer behaviour when choosing breakfast items and how age and occasion impact breakfast choices. We will draw from research from Nielsen, Mintel, Kantar and ad hoc consumer research.

Who is this for? Marketers, New Product Development teams and any one interested in uncovering breakfast opportunities