Interesting things happen when consumer need states are broken out by daypart. During breakfast, the need for better-for-you meal options at c-stores jumps to 22.8% vs. 15.4% overall. On the other hand, the need to satisfy a craving declines to 23.6% vs. 30.3% throughout the day.

Restaurants likewise see an increase in the importance of better-for-you items at breakfast—jumping from 15% to 17.8%—but not nearly as large of an increase as c-stores.

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