Mintel's research shows breakfast sales are expected to rebound in 2011, resulting in 4.1% growth and [image-nocss] the healthy eating message is echoed by the 39% of restaurant diners who say breakfast options at their local eateries are too unhealthy. Regardless of the day of the week, two-fifths of consumers who eat breakfast out (39% on weekdays and 40% on weekends) say healthy breakfast options are the most important factor when selecting a breakfast spot.
"The demand for better-for-you options will likely continue as menu labeling laws go into effect," said Eric Giandelone, director of foodservice research at Chicago-based Mintel. "Once customers see how much fat and calories are in their favorite breakfast foods, they will be more inclined to try a healthier alternative, and restaurant operators should adjust their menus accordingly."
Another tack for restaurants to take is on convenience; 43% of restaurant users say they rarely have time to eat breakfast at home during the week, but another 50% say it's just too time-consuming to stop for breakfast at a restaurant. Almost half of restaurant-goers say convenience is an important selection factor when dining out for breakfast.
"Convenience clearly is a significant factor, everyone's time is precious in the morning. And of course, cost continues to be a concern," added Giandelone. "In a perfect world, restaurants will want to focus development efforts on how to provide patrons with easy, healthy, and flavorful breakfasts that are not cost prohibitive. Or at least target some of those points."
Mintel's research also found that popular breakfast menu items vary by the day of the week. Breakfast sandwiches are the most popular on weekdays with 42% of restaurant-goers, while platter meals are the clear favorite on the weekends with 43%.Separately, The Food Channel has come out with its "Top 10 Breakfast Trends for 2011." By partnering with CultureWaves and the International Food Futurists, The Food Channel has been able to identify the most significant food trends in breakfast for 2011, from energy drinks and fresh coffee prepared at home, to oatmeal served all day long.
"In our breakfast survey of Food Channel readers, one thing quickly became clear. Most of us still recognize breakfast as the most important meal of the day," said Kay Logsdon, editor of The Food Channel. "It's all new, though. Now it's OK to eat chocolate for breakfast, and we are eating our morning meal in two parts--grabbing that first cup of coffee at home and adding to it with something at the office. "
The Food Channel Top 10 Breakfast Trends in 2011:
1. Oatmeal in Overdrive: Oatmeal is becoming a real mainstream staple.
2. Chocolate for Breakfast: With its healthful benefits, chocolate is being promoted as a breakfast product.
3. Fast Foods Battle Over Breakfast: The breakfast daypart has become the key battleground in the quick-service restaurant (QSR) category.
4. Haute Coffee Comes Home: To save money, caffeine-seekers are opting to brew their own coffee at home.
5. Ethnic Invasion: Global influences start to creep into the morning meal.
6. Beverage Choice Choke: Breakfast drink menus keep expanding beyond coffee and orange juice.
7. Hot Pizza in the A.M.: Pizza is predicted to be one of the hottest menu items for breakfast.
8. Breakfast Ingredients All Day Long: Breakfast ingredients work their way into other parts of the daily menu.
9. The Breakfast Two-Step: A pattern of people fueling up with caffeine and protein in a two-stage process.
10. Eggs Crack the Top Ten: Eggs to hatch a big comeback this year.
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