BREAKFAST – “THE SKIPPED MEAL”!
“Good Morning, Breakfast is Ready” was a common phrase my Mom would say when I was growing up. In fact, “Breakfast is the most important meal of the day” is a well-known phrase around the world. Though many may agree with this sentiment, Canadian’s are a long way from heeding this advice, with only 50% of Canadians agreeing with the phrase, and 18% skipping breakfast altogether.[i] A study undertaken by Nielsen reveals only 61% of Canadians eat a healthy breakfast, down 4% vs. 2017, and the percentage of consumers who skip breakfast is up 2% vs. 2017.[ii]
Consumers are increasingly skipping breakfast as a result of their on-the-go lifestyles. A study undertaken by Dalhousie University revealed women, people with lower incomes and those with a high-school education are opting for snacks rather than having three proper meals. Their study also mentioned:
- Women are three times more likely to skip the most important meal of the day than men.
- Single people are twice as likely to skip breakfast.
- Boomers are twice as likely to prepare breakfast at home than millennials.[iii]
Today, consumers seek out snacks and beverages as suitable replacements for traditional breakfasts. In fact, 46% of Canadians believe that snacking items throughout the day is better for you than eating three meals a day.[iv]
Health is the key attribute for Canadians who prepare their breakfast meals or purchase them away from home. Sixty-five percent (65%) of Canadians say what they do eat for breakfast is healthy, led by items that are high in protein (50%), high in fibre (47%), and low in sugar (40%).[v]
For those Canadians who do prepare their first meal of the day at home, they seek convenience and are spending less time in the kitchen. Eighty-seven percent (87%) of Canadians spend 15 minutes or less preparing breakfast.[vi]
Manufacturers have an opportunity to reach consumers who are increasingly looking for fast and easy solutions to feed themselves. The key to success is understanding when and where Canadians consume breakfast to ensure they’re reaching the right consumers with the right products to fit into their busy schedules.
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[ii] The Breakfast Club, Carman Allison, Nielsen, Grocery Business, 2019