OAKBROOK TERRACE, Ill. -- Research shows consumers are looking for healthier foodservice options, but they still want that portability and convenience for eating on the run, especially in the morning. In fact, 37% of consumers say they skip breakfast at least once a week simply because they don’t have the time, according to Chicago-based research firm Technomic.
Egg-based breakfast sandwiches in particular have grown 7% over the past three years, according to research from Mintel, another food industry research firm.
These sandwiches typically pair a scrambled-egg product with meat and cheese on a bagel, muffin or croissant. Coming in at 400 to 500 calories a pop, they’re not exactly the “healthiest,” though they’re filling, tasty and convenient.
That’s why there’s plenty of room for growth. “Terms that connote healthfulness in breakfast items are only mentioned on 5% of menus nationwide, leaving this category underpenetrated,” said Justin Massa, CEO of Food Genius, which specializes in menu analysis.
Thus, retailers who offer more of these healthier or “lighter” choices can clamor for a larger share the $30-billion-plus, highly competitive breakfast market currently dominated by fast-food outlets.
Manufacturers are also responding to this growing opportunity.
“Classic sandwiches and pizzas are still the strongest sellers among convenience stores, but they’re not growing,” said Dana Evaro, vice president of marketing for Land Mark Products Inc. in Milford, Iowa. “We’re seeing much more growth opportunity in the better-for-you category. While we’ve responded primarily in the breakfast daypart, we certainly think there is a growing opportunity in the snack category as well.”
Case in point: data shows 48% of consumers eat breakfast foods at non-traditional times, according to Technomic.
High Protein, Low Calorie
The term “healthy” can lead to multiple interpretations. But many manufacturers and c-store retailers define these items as lower in calories, fat and sodium, and higher in protein and other nutrients.
“Among the fresh-made sandwiches, we’re seeing a lot more people ordering higher protein items and wraps instead of sandwiches to cut down on the bread,” said Evaro.
In response to this trend, Land Mark Products recently launched its new Bagel Slim sandwich this year as part of its Day N’ Night Bites product line. A combination of egg whites and a bit of cheese sandwiched between two thinned-out, garlic-sesame bagel slices, the Bagel Slim has just 190 calories, 5 grams fat and 13 grams of protein. It’s also lower in sodium, sugar and carbohydrates than traditional breakfast sandwiches served on a full bagel, biscuit, muffin or croissant, which can sometimes add up to 400 to 500 calories per item.
The Bagel Slim follows on the heels of Land Mark’s Omelet Wrap, which hit the market last year. With eggs, cheese, ham, pepper and onion wrapped in a tortilla, the wrap has 230 calories, 12 grams of protein and less fat (5 grams) compared to traditional egg-based sandwiches and burritos.
“These products are all about finding a good balance between flavor and hunger satisfaction, but feeling like you’ve made a better decision,” Evaro said.
CONTINUED: Active Buyers & Merchandising
Women, Young and Active Buyers
For Nancy Sohre, manager at Maple Mart in Mapleton, Minn., the addition of lighter items to the market not only expands the variety of offerings for customers, it also helps pull in others not normally frequenting c-stores.
“I think offering lighter choices like the Bagel Slim will attract more women, especially if there is a picture of the sandwich,” she said. “Typically, convenience-store food sways toward the male demographic, but that’s changing and beginning to even out. Healthier foods are the reason.”
Maple Mart offers a selection of pre-packaged, egg-based sandwiches and burritos served warm or cold for microwaving in either the store or at home or the office. The retailer also offers a variety of sandwiches made fresh daily, such as egg and sausage or ham on a croissant or biscuit.
Younger consumers want healthier options, too. “Millennials are interested in alternative breakfast proteins like egg whites, turkey and chicken-based proteins as well as plant-based, vegetarian options like veggie burgers at all times of the day,” according to Technomic’s Mary Chapman.
And, according to Evaro, “High-protein, low-calorie foods are currently very favorable among the work-out and active demographic.”
Merchandising and Promotion
C-store customers might know less about “healthier” items, so advertising is key.
Sohre relies on picture-based signage in the store to introduce new items and draw attention toward the prepared food section.
She also uses social media—namely, the store’s Facebook page—to post pictures and call out new products and offerings.
“We want to make sure people know these new products are available, but also that they’re healthier and better for them,” she said. “The more we advertise, the more people will be drawn to those types of products.”
Positioning healthier food items closer to traditional items rather than separating them also helps build consumer awareness, said Sohre. For example, there’s a chance that a regular doughnut buyer might switch to a lighter option on a given day.
Maple Mart has also investigated bundling prepared food items with beverages, such as soft drinks, coffee and juice for added value.
Above all else, though, convenience still rules. “We respond to consumers’ continued desire for convenience by trying to provide items with packaging so they are easily portable,” Evaro said, noting that these types of “dashboard approved” items have not changed for the past 25 years.
What can change, however, is that competitive advantage over quick-service and fast-casual restaurants in a growing, better-for-you category.
This post is sponsored by Land Mark Products