On-the-Go Breakfast Market

Global Industry Analysis (2017 – 2020) – Growth Trends and Market Forecast (2021 – 2025)


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Need for Convenient Food Options Surges Demand for On-the-go Breakfast

On-the-go breakfast comprises packaged food products, which can be consumed anywhere even while traveling. Gone are the days when people used to enjoy breakfast on table. Due to rapid and fast-moving lifestyle, people are now seeking instant and convenient food products that can be consumed while moving. Relentless ways of life characterized by longer commute hours is an important factor boosting the on-the-go breakfast market across the globe. Moreover, rising number of smaller household units, working professionals, and students staying alone are further expected to fuel the market growth over the forecast period.

On the flip side, low product penetration in developing countries such as China and India is likely to hinder the overall on-the-go breakfast market. Here manufacturers are opting for selective distribution channels thus, restricting the consumers or narrowing down the purchase mode for end consumers. These factors are likely to tug the market in the opposite direction in the foreseeable future.

Cereal-based On-the-Go Breakfast Gains Exceptional Popularity

Breakfast cereal is continuously gaining popularity among the consumers. The segment is estimated to account for largest value share in 2019. Analysts at Fairfield Market Research indicate that the convenience store segment is expected to account for largest share on the pie. However, online segment is expected to register highest CAGR over the forecast period as the most preferred distribution channel. Rising internet usage and access coupled with consumer inclination towards convenient buying options are expected to support the segment growth.

Widening Distribution Network is Key Strategy Adopted by the Manufacturers

Globally, Europe is estimated to hold the largest value share on the pie followed by North America. Hectic lifestyle has generated the need for convenient products. To keep up with the growing popularity of on-the-go breakfast, manufacturers are also focusing on increasing the product penetration level in the region. They are looking forward to widen distribution networks. For example, in the U.K., Nestle expanded its breakfast range to the fridges of WHSmith at various airports, railway stations, and hospitals. These factors are collectively supporting market growth in the European region.

Asia Pacific region is expected to register highest CAGR over the forecast period. With increasing urbanization and rising number of nuclear families, the on-the-go breakfast product market will have ample of opportunities. Along with convenience, consumers also shifting preference for healthy products. This has led to a high demand for products that rich in fibre and protein content across the U.S., U.K., and China. Increasing demand for value-added products in various countries is pushing manufacturers to offer healthy products with nutritional benefits in the on-the-go breakfast options.

Manufacturers Offer Products with Health Claims to be Competitive

Some of the major players studied in this report are Kelloggs Co., MOMA, Sanitarium, Weetabix Ltd., Nestle S.A., Uncle Toby’s, General Mills Inc., and Bagrry’s India Ltd. Manufacturers operating in on-the go breakfast market are expanding their product portfolio, offering convenient and nutritious breakfast options to the consumers.

For instance, in 2020, Kind, a snack bar brand entered breakfast category with launch of its breakfast bars for on-the-go consumers. These bars are available in three flavors including blueberry almond, peanut butter, and honey oats. All these products are gluten free and include oats, millets, quinoa, buckwheat, and amaranth as a key ingredients, making them ideal for fitness-conscious consumers.

In 2019, HOLOS a Canada-based company launched on-the-go breakfast under the brand name of Super-Breakfast. The product claims to be organic, vegan, gluten-free, and nutrient-rich, again appealing to the idea of healthy and clean eating.

In 2017, Quaker Oats expanded its product portfolio with a launch of porridge-to-go and fruit and oat squeeze. The products claims to contain wholegrain oats and contain no artificial colors, flavors, or preservatives. Both products were introduced in order to target consumers who prefer to eat while moving.

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