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COVID-19 Has Led to an Explosion in Online Shopping in the On-the-go Breakfast Market

Breakfast cereals have become extremely popular amongst health-conscious consumers in recent times and they comprise the largest share of the on-the-go-breakfast market. Convenience stores strategically place breakfast cereals front-and-centre attracting the attention of consumers. Although consumers still largely shop for breakfast food at convenience stores, the online segment is predicted to record the highest CAGR during the five year study. The proliferation of smartphones and Internet connectivity in emerging economies is hastening the shift towards online shopping in the on-the-go breakfast market.

Widen Distribution Networks to Maintain Lead in Europe On-the-go Breakfast Market

Europe and North America hold the leadership positions in the on-the-go-breakfast market as they are heavily urbanized, post-industrial societies. Manufacturers focus on product innovation and widening distribution networks to increase market penetration in these continents. For e.g. – In the UK, Nestle, offers its breakfast range in WHSmith fridges across hospitals, train stations, and airports. Nonetheless, the APAC region is likely to witness considerably higher CAGR as the continent rapidly modernizes and family units shrink. Asian consumers, similar to their counterparts in developed countries, have expressed a preference for healthy, organic, and on-the-go breakfast options. This has led to massive demand for fibre and protein rich foods and compelled manufacturers to up their efforts in the on-the-go-breakfast market.

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Continual Product Launches Make On-the-go Breakfast Market Highly Dynamic in Nature

In 2017, Quaker Oats released a fruit and oat squeeze and porridge-to-go in the on-the-go-breakfast market. Both contain wholegrain oats and are sans artificial preservatives, flavouring, or colours. In 2019, Canadian company Holos unveiled ‘Super-Breakfast’. Holos claims it is an organic, gluten-free, vegan, and nutrient-rich option. In 2020, the snack bar company Kind entered the on-the-go breakfast market by launching its breakfast bar line-up. The bars, available in three flavours, are gluten-free, and include quinoa, buckwheat, amaranth, millets, and oats as primary ingredients. In 2021, the Kellogg’s Company debuted the Kellogg’s Bowl Bot –  a robot that dispenses pre-programmed breakfast mixes into customer’s bowls along with their milk of choice. The system will soon be piloted on students at Florida State University and University of Madison-Wisconsin. Surveys have suggested that the fear of contracting COVID-19 made consumers likelier to eat breakfast at home. As the US approaches herd immunity through a robust vaccination campaign, the Kellogg’s Company strives to be at the forefront of the on-the-go breakfast market. Students can even order breakfast through the mobile app, eliminating the need for touching the bowl or machine. Other players profiled in this report on the on-the-go breakfast market include MOMA, Sanitarium, Weetabix Ltd., Nestle S.A., Uncle Toby’s, General Mills Inc., and Bagrry’s India Ltd.

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