Most consumers want something new for breakfast

A huge 88% of consumers in DSM's latest survey are open to trying something new for breakfast, with 45% of respondents saying they are "very willing" to try something new. 

Eating breakfast is increasingly recognized as essential to starting the day off right, and many consumers are looking for ways to eat healthier. Some 57% of people in our survey said they would be willing to try a new breakfast product if it promised to be a healthier choice. At the same time, breakfast has got to be enjoyable, and 46% of consumers are looking for new flavors in their breakfast foods.

A survey of consumers shows:

Part two of DSM’s latest consumer insights report about breakfast habits is drawn from a consumer survey conducted with consumers in Europe and the US. In this report, we focus on the innovation opportunities for the breakfast table.

Food Fact

Part 1 of our consumer insights report about breakfast found that 1 in 4 consumers prepares and eats breakfast in less than 5 minutes per day.

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Published on

24 February 2019