The all-day breakfast club
Speaking of eggs, breakfast has undoubtedly become one of the biggest opportunities for bakers, according to Tom Vierhile, innovations insights director for Canadean, a market research firm that also tracks new products and consumer trends.
According to the National Restaurant Association (N.R.A.) 2016 Restaurant Industry Forecast, 72% of adults want dining establishments to serve breakfast all day. Nearly 80% of consumers turn to quick-service restaurants (Q.S.R.s) when dining out in the morning, according to NPD Group data cited in the N.R.A. forecast. Meanwhile, the American Egg Board — citing data from Technomic — reported 64% of consumers are likely to order eggs outside of traditional breakfast hours.
Not only can consumers eat breakfast throughout the day at quick-service restaurants like McDonald’s and White Castle, but a greater number of them also want casual dining and other establishments to put it on their menus in the afternoon and evening.
While eating out has received a lot of publicity, a majority of Americans still eat breakfast at home.
In a Canadean survey conducted in late 2015, 55% of respondents indicated they do not eat breakfast outside of the home, compared with 35% and 44% for lunch and dinner, respectively.
Moreover, a 2014 survey by Canadean noted 58% consume breakfast at home because it’s cheaper while 47% suggested it’s also healthier than eating out.
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| Tom Vierhile, innovations insights director for Canadean |
“Bread and rolls can be formulated in such a way to address health concerns or at least compensate somewhat for whatever the sandwich may be filled with, so this could be an opportunity,” Mr. Vierhile said.
Perhaps a bigger opportunity involves finding ways to make breakfast more portable with premium carriers, such as artisan-style breads and rolls, instead of the traditional tortilla, biscuit or English muffin.
All too often, time-crunched people don’t have time for breakfast as they’re rushing to work or school. In fact, NPD recently noted two-thirds of restaurant morning meals are eaten off-premise. As a result, it’s not surprising that specialty bakeries like Tribeca Oven are creating new forms of grab-and-go sandwich carriers and upscale breakfast alternatives to meet the demands of this evolving market.
“Breakfast continues to be the fastest-growing segment within food service and retail channels,” Mr. Essenfeld said. “From protein beverages to snack bars, food manufacturers are looking for ways to provide consumers with innovation, flavor and convenience. Tribeca Oven has expanded in this category by partnering with retailers and restaurants to speak to their specific needs. Whether we are providing bread to create French toast or your next breakfast sandwich, it’s important to us to learn more about each customer base and create a targeted approach.”
In the in-store bakery channel, Mr. Brimacombe suggested providing convenient, healthy, fresh morning options will also allow bakers to “over-deliver” in this segment. Aryzta’s Otis Spunkmeyer Supreme thaw-and-serve line offers Tripleberry Whole Grain muffins as well as Lemon, Strawberry or Regular Angel Food muffins to deliver to this market. The brand uses the “no funky stuff” claim to describe how the sweet goods line does not contain high-fructose corn syrup, partially hydrogenated oils, artificial flavors or colors.
