Breakfast is often said to be the most important meal of the day, but when and where Canadians eat breakfast is changing as time-starved individuals and families rush out the door to start their days.
Today, only 15% of Canadians eat breakfast at home, with the majority of people eating on the go. Instead, 30% of breakfast meals are obtained from a drive-through, which is having an adverse affect on the staple breakfast categories. The $1 billion-plus cereal category has declined more than 1% of sales over the last year, and while that may not seem like much, it represents more than $10 million in lost sales.
Still, as lifestyles become increasingly hurried, fast-moving consumer goods (FMCG) manufacturers and retailers have an opportunity to reach consumers who are increasingly looking for fast and easy solutions to feed themselves and their families on an increasingly limited budget. Such solutions may include anything from easy-to-prepare meal kits, grab-and-go snacking solutions or ready-to-serve meal solutions. These options are blurring the lines between retailers and restaurants and between meals prepared in-home and sourced out-of-home.
Those Canadians who do prepare their first meal of the day at home are looking for convenience and are spending little time in the kitchen. At home, consumers search for an instant solution that will satisfy their demand for a healthy and tasty solution. Prep time is a key differentiating factor for consumers when making breakfast at home, with the vast majority (80%) of Canadians favoring an option that will take less than 15 minutes to prepare. Across Canada, only 2% of consumers devote 30 minutes or more to breakfast.
With retailers in Canada facing declining trips and spend, understanding when and where Canadians consume breakfast will help retailers and manufacturers ensure they’re reaching the right consumers with the right products to fit into their busy schedules.
The insights in this article were derived from:
- Eating Patterns in Canada (EPIC) 2017, Understanding the Way Canadians Eat
- Nielsen MarketTrack, 52 weeks ending March 4, 2017