The Snackification of Breakfast

How changing consumer habits are creating new opportunities

Breakfast has become one of the most fought-over battlegrounds in food and health, a battle fuelled by consumers’ need for easy and quick meals in the morning – and by two massively successful disruptive innovations, Belvita’s breakfast biscuit and Up & Go’s liquid breakfast. This 65-page report shows how, around the world from Asia to America, breakfast is being “snackified”. This means a wealth of new opportunities for companies in every food category.
65 pages
130 slides

November 2014

Buy both the PPT and the PDF together to qualify for a 20% discount
PDF: Powerpoint (PPT): priced at:
US$530, £320, €400, NZ$630, A$570, CAD$580, JPY55,000

About this report

Everyone wants a slice of breakfast: Every type of food or beverage company, in every category, either is looking at what they can do to get their own slice of the breakfast market or is in the process of launching or building up products.

Markets are being transformed: In 2014, sales of breakfast cereals in the US fell by 5% – equivalent to $300 million (€236 million). Of this number, $70 million switched to one brand – Belvita. The rest switched to a host of small brands. It’s a similar story in other markets.

Five success factors: Belvita, Oat So Simple and Up & Go are market-changing innovations that work because they deliver on the five factors proven to be key to success in the breakfast category. The report describes these five factors and how to apply them to your own product developments.

Give consumers what they don’t yet know they need: The big successes so far, illustrated by the five case studies in the report, show that any company with ambitions in breakfast should not rule out new product ideas because they are unfamiliar to consumers or too innovative.


Executive Summary

1. The reinvention of breakfast

1.1 Away from home becomes a norm in urban societies
1.2 Breakfast skipping
1.3 Change before your competitors do

2. The Five Factors checklist for successful breakfast products

3. Breakfast snackification in action
3.1 Breakfast snackification in action – biscuits
3.2 Breakfast snackification in action – liquid cereals

4. Key trends and opportunities for innovation
4.1 Protein’s rise
4.2 Good grains versus bad grains
4.3 Dairy plus grains
4.4 Smarter distribution beyond mainstream channels
4.5 Breakfast inspirations from around the world

Case Studies
Case Study 1: Belvita Breakfast Biscuits - disruptive innovation and breakfast snackification
Case Study 2: Up & Go - the disruptive innovation that gave birth to liquid breakfast
Case Study 3: Oat So Simple transforms traditional breakfast with convenience
Case Study 4: Oso – sport inspires convenient slow-energy dairy-plus-oats pots
Case Study 5: Nutella Bready – permission to indulge with calorie-controlled servings




Latest Editions

New Nutrition Business
Kids Nutrition Report
NNB September 2017 Issue 60 2017

Bestselling Reports

Fermentation: how to make a trend into an opportunity

Read more

10 Key Trends in Food, Nutrition & Health 2017

Read more

10 Key Trends in the Business of Dairy Nutrition

Read more

Latest Edition of NNB

The Latest edition edition is currently available online

close this frame

Latest Edition of Kids Nutrition Report

Issue 60 2017 is currently available online

Visit the Kids Nutrition Report website