Breakfast is increasingly being recognized as essential to starting the day right. In part two of our latest consumer insights report, we looked at breakfast habits in Europe and the US and the emerging innovation opportunities for food and beverage manufacturers.

Willing to try

88% of respondents say they are open to trying new breakfast products, with 45% being ‘very willing’ to try something new.

Health and taste

57% of consumers would be open to trying new breakfast products that are healthy, while 46% are looking for new flavors.

Convenience factor

38% of consumers are looking for products that are more convenient to prepare and eat, with this demand being highest among US consumers at 48%.