On-the-Go Breakfast Market

Need for More Convenient Food Options Stimulates On-the-go Breakfast Category

The On-the-Go Breakfast Market is valued at USD 2.2 Bn in 2026 and is projected to reach USD 4 Bn,  growing at a CAGR of 9% by 2033.On-the-go breakfast comprises packaged food products that are meant to be consumed anywhere, especially while traveling. Increasing demand for more convenient, instant breakfast and meal options to suit the establishing on-the-go lifestyle is primarily driving the growth of on-the-go breakfast market. While the trend is more prominent among urbans, relentless ways of life characterised by longer commute hours will remain an important factor boosting the progress of on-the-go breakfast market worldwide. Moreover, a growing number of smaller household units, working professionals, and students staying alone are further expected to fuel the performance of on-the-go breakfast market over the next few years.

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

Breakfast cereal is continuously gaining popularity among consumers and the segment accounted for the largest market value share in 2019. Analysts at Fairfield Market Research indicate that the convenience store segment will capture the largest share of the pie, whereas online segment is poised for the highest CAGR over the forecast period as it has rapidly become the most preferred distribution channel. Rising Internet usage and growing accessibility, coupled with growing consumer inclination towards convenient buying options, are expected to support the growth of this segment in on-the-go breakfast market.

Widening Distribution Network is a Key to Win over Competition

Europe is estimated to hold the largest value share on the pie, followed by North America. While the origin and popularity of convenience products lie in the hectic lifestyle of Europeans, manufacturers are recently focusing on improving their products’ penetration across the region. To keep up with the growing popularity of on-the-go breakfast options, companies are now looking forward to widening their distribution networks. For instance, in the UK, Nestle expanded its breakfast range to the fridges of WHSmith at various airports, railway stations, and hospitals. These factors are collectively supporting the growth of on-the-go breakfast market in the European region.

While product penetration is exceptional across developed western nations, that across the developing Asian economies continues to be relatively gradual. Even the fastest-developing countries like China, and India still represent untapped markets for brands leading the on-the-go breakfast marketspace. Manufacturers are thus showing their preference to selective distribution channels that tend to restrict the consumers or narrow down the purchase mode for end consumers. These factors are likely to tug on-the-go breakfast market in an opposite direction in the foreseeable future. However, the market in Asia Pacific is expected to register the highest CAGR over the forecast period. With increasing urbanisation, on-the-go breakfast market players are likely to discover ample opportunities.

Along with convenience, consumers have also been shifting their preference toward healthy products. This has led to high demand for high-protein, and fibre-rich products as well, especially across the US, the UK, and China. Increasing demand for value-added products in various countries is also pushing manufacturers to offer healthy products with nutritional benefits in this category, which is likely to bode well for on-the-go breakfast market.

Key Manufacturers Offer Products with Health Claims

Some of the major players studied in this report are 

• Nestlé S.A.
• Kellogg Company
• General Mills, Inc.
• PepsiCo, Inc. (Quaker)
• Mars, Incorporated
• The Hershey Company
• Danone S.A.
• Post Consumer Brands
• Kraft Heinz Company
• Mondelez International, Inc.
• Campbell Soup Company (Pacific Foods)
• Hormel Foods Corporation
• Nature’s Path Foods
• Boulder Brands (Udi’s, Glutino)
• Justin’s (Hormel subsidiary)

Recent Notable Developments

• In 2020, Kind, a snack bar brand entered the breakfast category with the launch of its breakfast bars for on-the-go consumers. The company made these bars available in three flavours, i.e., blueberry almond, peanut butter, and honey oats, claiming their gluten-free label. Marketing these bars as rich in key ingredients like oats, millets, quinoa, buckwheat, and amaranth, the company eyes the fitness-conscious consumer category
• In 2019, Canada-based HOLOS introduced on-the-go breakfast under the brand name of Super-Breakfast. The product claims to be organic, vegan, gluten-free, and nutrient-rich - promoting the idea of healthy, and clean eating
• Earlier in 2017, Quaker Oats had extended its portfolio with the launch of porridge-to-go, and fruit and oat squeeze. These products contain wholegrain oats with no artificial colours, flavours, and preservatives. Both the products were introduced to target on-the-go consumers

By Type

• Bakery Products
• Fruit & Vegetable-based Products
• Cereal-based Products
• Dairy Products
• Beverages
• Meat & Poultry

By Distribution Channel

• Supermarkets/Hypermarkets
• Convenience Stores
• Specialty Stores
• Online Retail

By Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East and Africa