Protein isn’t the only thing that signals healthy, though. Close to half of consumers think a healthy breakfast is one that contains fruit, is low in sugar, or includes vitamins and minerals.3
When we look into what consumers are actually eating, we do see a shift toward some of these perceived healthy attributes. In the past twelve months, 15% of US consumers say they’ve been eating more high protein, while 18% have been focusing on low sugar.4
Breakfast vs. Morning Snack
Many consumers are realizing that breakfast doesn’t have to be a meal. Several brands have been innovating with convenient, on-the-go snacks that can meet morning cravings. Recent examples include Bob Evans Omelet Rolls, Wicked Cutz Premium Jerky Breakfast Style, and Uncured Ham and Gruyere Egg Bites by Three Bridges. Michel et Augustin Croissant Chips span occasions as they’re “perfect for breakfast, snacks, and dessert.”
We’re also seeing that consumers prioritize healthy choices in the morning even when it’s a snack. (The majority (57%) say “health” is the most important—far more than “indulgence” at 20%).5 The challenge for these brands will be finding the balance between an enjoyable snacking experience and the healthy attributes consumers look for like high protein and low sugar.