NEW YORK -- If Nielsen's top category growth trends of the year illustrate anything, it's that consumers increasingly want a fast and easy way to eat breakfast.
According to the data company's Tops of 2015: U.S. Grocery report, shelf-stable convenience breakfast items made up the fastest-growing category in grocery with dollar sales up a stunning 40.5% (see graphic below). Other major growth categories include frozen egg substitute (+25.0%), eggs (+22.4%) and RTD tea (+17.3%) and coffee (+16.6%).
"Two thousand fifteen was a year of shifting consumer consumption trends within the U.S. grocery landscape. It ushered in changing meal-time occasions, welcomed on-the-go consumption and rolled out the red carpet for the all-day breakfast movement," Nielsen said. "Health and wellness was top of mind for consumers, which evoked a new thirst for teas and juicing, along with a hunger for avant-garde offerings like avocado toast, ancient grains, traditional protein and protein alternatives."
Americans spent more money eating out than on groceries, according to Nielsen, perhaps presenting an opportunity to draw more foodservice customers to convenience stores and other retail.
"With this notion came the rise of the 'grocerant' and new opportunities within the fresh-prepared section, offering ready-to-eat or ready-to-heat offerings," Nieslen said.
In the center store, "notable categories like salty snacks, new-age beverages and candy all posted significant sales gains."
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