No longer confined to mornings, breakfast has become an any time of day meal or snack for many U.S. adults. The popular trend is being reflected in menus and products, from McDonald’s all-day breakfast to hipster cereal cafes.
New incarnations of biscuits, donuts, and batter dishes have all hit the big time.
Adding spice to the trend, efforts are being made to satisfy consumer demand by appealing to exotic tastes with international dishes, as well as offering creative versions of traditional breakfast fare, according to market research firm Packaged Facts in its new report, Breakfast and Breakfast Foods All Day: Culinary Trend Tracking Series.
All day, all budgets
“This is an age of all-day breakfast selections that can shape-shift their way through the day, multipurposing for breakfast, lunch, post-work drinks and takeout, dinner, and midnight snacks,” says David Sprinkle, research director for Packaged Facts. “Breakfast food menus and retail products can appeal to all budgets, all levels of appetite, and all food preferences and dietary requirements.”
With the erosion of three squares a day and without a clear distinction between light meals and heavy snacks, U.S. adults who agree that breakfast is the most important meal a day has notched down somewhat from 57% in 2007 to 52% in 2017. Even so, breakfast still beats the pancakes out of lunch (18%) or dinner (19%) by this measure, according to Packaged Facts.
Beyond bacon and eggs
Beyond eggs, bacon, and toast, new incarnations of biscuits, donuts, and batter dishes such as waffles and pancakes have all hit the big time, born again as artisanal expressions of a new generation’s creativity. There are also specialty functional juices, signature breakfast sausage sandwiches, and fruit/grain food bowls to quell thirst or hunger any time of day.
At the same time, a widening range of global breakfast specialties also continue to hit the trendwaves. These include Asian heritage bao, breakfast versions of banh mi, and congee; spicy Mexican chilaquiles and migas; Italian-style fritatas; and Middle Eastern shakshuka, according to the report.