Category
Lifestyle
Assisted Choices
Trend cluster
Category
Breakfast
Indulgence
Consumers turn to dessert-flavored morning fare for guilt-free enjoyment.
3.5
Trend score
Trend
What is the Breakfast Indulgence trend?
Breakfast Indulgence: Despite the health food movement, many consumers are turning to indulgent breakfast fare for a sweet fix. By opting for "dessert flavored" offerings instead of actual dessert, consumers are able to gratify their cravings in a guilt-free manner. The modern consumer is in a constant negotiation between their wants and needs, so hybridized products such as "mock" desserts offer a more balanced approach to consumption.
Trend themes
Themes within the Breakfast Indulgence trend
Three behaviours holding the trend together01
Hybrid Desserts
By creating hybrid products such as 'mock' desserts, brands offer a more balanced approach to consumption, satisfying consumers' cravings in a guilt-free manner.
02
Crossover Food Products
Crossover food products have become extremely popular with the rise of the foodie movement, offering consumers unique and unexpected flavor combinations.
03
Nostalgia-Inspired Flavors
Brands are drawing consumers in with familiar childhood cereals and flavors such as Cinnamon Toast Crunch and Fruity Pebbles in limited edition desserts.
Industry implications
What the Breakfast Indulgence trend means for industry
Where the trend changes the playbookFor
Food Manufacturing
Incorporating nostalgic flavors and creating hybrid desserts could offer food manufacturers opportunities to attract a broader consumer base.
For
Quick Service Restaurants
Quick service restaurants can explore the trend of unexpected ingredients, textures and tastes, while identifying innovative new menu options like the Denny's Dulce de Leche Crunch Pancakes.
For
Cereal and Snack Food Industry
As cereals and snack foods continue to undergo innovation, crossover snacks like Kellogg's Keebler Cereal with Chocolate Chip Cookies could become more popular within the market.
Workshop question
What part of your consumers daily routine is ritualized and how can you become part of that ritual?
Trend signals
Trend signals for Breakfast Indulgence
Trend score 3.5 out of 10, from popularity 47%, activity 50%, freshness 8%.
Popularity47%
Activity50%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Breakfast Indulgence trend
8 featured examples from Jan 5, 2016 to Jan 23, 2018CategoryLifestyle
Birthday Cake Croissants
The Birthday Cake Croissant is For People Who Love Celebratory Pastry
Innovative bakeries can experiment with unique croissant flavors and designs
CategoryLifestyle
Crunchy Cereal-Topped Cupcakes
Sprinkles Cupcakes is Serving Breakfast Cupcakes Topped with Cereal
Disruptive innovation opportunity: Experimenting with unconventional flavors and ingredients to create unique baked goods that stand out in a crowded market.
CategoryLifestyle
Candied Confectionery Donuts
The Reese's Peanut Krispy Kreme Donuts Recreate the Chocolate Bar
The confectionery industry can utilize the trend of hybrid pastries to inspire innovation in candy bars and other confections.
CategoryLifestyle
Holiday Cookie Cereals
The Sugar Cookie Toast Crunch Cereal from General Mills is Festive
Brands in the food and beverage industry can explore new, limited-edition offerings that align with seasonal and traditional flavors to attract and engage customers.
CategoryLifestyle
Crunchy Caramel Pancake Dishes
The Denny's Dulce de Leche Crunch Pancakes are Fluffy and Textured
The QSR industry can embrace the trend of incorporating unexpected ingredients, textures, and flavors into their breakfast offerings to attract customers looking for unique dining…
CategoryLifestyle
Donut-Flavored Cereals
Cap'n Crunch 'Sprinkled Donut Crunch' Cereal is Breakfast Dessert-Inspired
Food companies can explore creating innovative cereal products that cater to consumers' desire for dessert-like breakfast options.
CategoryLifestyle
Stuffed Pie Donuts
These Banana Cream Pastries Reinvent The Pie With New Sponge Texture
The food and beverage industry can capitalize on the trend of portable desserts by creating convenient packaging solutions and expanding their product offerings.
CategoryLife-Stages
Mini Cookie Cereals
Kellogg's is Now Making Keebler Cereal with Chocolate Chip Cookies
Disruptive innovation opportunity: Merge two food categories (confectionery and breakfast cereals) to create novel and exciting products.
