While priorities at breakfast can differ across demographics, the common theme among all consumers is convenience, according to David Skinner, marketing manager, J. Skinner Baking, Omaha, Neb. The data backs him up.

According to recent report by Technomic, 37% of consumers skip breakfast because of lack of time, and 20% of people eat breakfast away from home. That doesn’t mean they’re going through the drive-through. Most consumers source their breakfast at home to save money.

“The handheld segment continues to grow and is one of the key growth drivers of frozen breakfast,” observed Trinh Le, associate director, brand marketing, frozen foods, Kellogg Co.

This grab-and-go culture drives the need for portable breakfast options that also provide some nutrition so consumers can feel good about starting the day right with fast and easy choices.

“Today, consumers want it all: convenience and ingredients they’re familiar with, and they’re open to functional ingredients, products fortified with fiber and protein,” Mr. Skinner told Baking & Snack’s Charlotte Atchley.

Specifically, certain demographics gravitate toward more nutritious or functional ingredients. At the top of the list are millennials. Recently surpassing baby boomers as the largest purchasing demographic, millennials are the most informed, health-conscious consumers of all groups. They read ingredient lists avidly and want to see things they recognize, but they also want ingredients that are functional and going to improve their health.

“The overall theme is minimally processing your ingredients,” Mr. Skinner observed. “What people want is something real.”