Category
Business
Assisted Conversion
Trend cluster
Category
Breakfast
Crossover
Companies are blending the lines of breakfast and other food & beverage items.
3.2
Trend score
Trend
What is the Breakfast Crossover trend?
Breakfast Crossover: Food and beverage brands are launching unconventional products that are inspired by breakfast. Ranging from popular dishes that are reimagined for the first meal of the day to outlandish offerings that capture attention, companies are looking to tap consumers' strong appreciation for breakfast.
Insight
The consumer insight behind the Breakfast Crossover trend
In today's market, the variety of choices is more rich and diverse than ever before and contemporary consumers are taking note of this. In this space, novelty becomes a key driving force of purchasing decisions as many consumers tap their adventurous spirit and look for more unconventional options when shopping. Not only does this satisfy a sense of curiosity, but it also plays into a desire to be entertained in an accessible way through experiences.
Trend themes
Themes within the Breakfast Crossover trend
Three behaviours holding the trend together01
Breakfast as the New Frontier
More and varied food and beverage offerings for breakfast inspired by breakfast food are becoming popular among consumers due to the desire for novelty and unique experiences.
02
Nostalgia Marketing
Brands that use familiar cereals such as Cap'n Crunch's Crunch Berries and Kraft Mac & Cheese for rebranding and new flavor offerings appeal to consumers' memories which in turn creates brand loyalty and long-term engagement opportunities.
03
Crossover marketing
Collaborative products such as Cinnamilk enabled by brands like Cinnamon Toast Crunch and Swiss Miss show how brands can leverage each other's strengths and give new ways for their fans to experience the product categories they operate in.
Industry implications
What the Breakfast Crossover trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
Creating unconventional food and beverage offerings such as bacon-flavored spirits, Cinnadust and Cinnamilk that play with nostalgia and traditional flavors offer opportunities for growth and engagement in the market.
For
Marketing Industry
Nostalgia marketing and brand collaborations have gained popularity in recent years. Crossover campaigns between different brands creatively expand marketing and branding possibilities.
For
Packaging Industry
Redefining the boundaries of existing product offerings could be an opportunity to develop new packaging and advertising campaigns as brands look to reinvent themselves by tapping into both nostalgia and new and unique taste experiences.
Workshop question
How can your product/service be reimagined to break the boundaries of its category?
Trend signals
Trend signals for Breakfast Crossover
Trend score 3.2 out of 10, from popularity 48%, activity 36%, freshness 12%.
Popularity48%
Activity36%
Freshness12%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Breakfast Crossover trend
5 featured examples from Jan 18, 2020 to May 18, 2022CategoryMarketing
Rebranded Prepackaged Pastas
Kraft Mac & Cheese is Being Updated with Breakfast Branding
Disruptive innovation opportunity for prepackaged food manufacturers to create and promote new breakfast options that challenge traditional meal norms.
CategoryMarketing
Cereal-Flavored Drink Mixes
The Swiss Miss Cinnamon Toast Crunch Cinnamilk is Cereal-Inspired
The success of the Swiss Miss Cinnamon Toast Crunch Cinnamilk highlights the potential for companies in the food and beverage industry to create unique and innovative products tha…
CategoryMarketing
Smoky Bacon-Flavored Spirits
The Heritage Distilling Co. Bacon Vodka Has a 30% ABV
Opportunities for distilleries to create new products and flavors that differentiate them from competitors and tap into the trend towards unconventional ingredients.
CategoryMarketing
Cereal-Infused Popcorn Snacks
The Smartfood Cap’n Crunch’s Crunch Berries Popcorn Mix is Savory
The snack food industry can continue to innovate by combining unconventional and complementary flavors to create unique products that appeal to consumers.
CategoryLifestyle
Cinnamon Cereal Seasonings
Cinnadust Shares Cinnamon Toast Crunch's Signature Cinnamon Sugar Blend
Companies in the spice production industry can create unique spice blends, such as cinnamon and vanilla, that cater to adventurous consumers looking for new tastes and flavors.
