Competition for share of stomach at breakfast is heating up

Study conducted by Technomic reveals the latest trends and data to understanding Canadian consumers’ changing behaviour and attitudes toward breakfast

Press release

Breakfast consumption in Canada has remained relatively stable since 2015, according to Technomic’s recently released 2017 Canadian Breakfast Consumer Trend Report. However, the breakfast landscape is changing as competition for share of stomach heats up and as operators innovate with new, unique ingredients and all-day breakfast programs. There is opportunity to drive breakfast traffic with quick, energizing and portable breakfasts during the week, and innovative, indulgent dishes on the weekend.

“Technological enhancements that speed up the ordering process, such as order-ahead programs, and protein-rich items that fuel busy mornings, can help capture a greater share of consumers’ breakfast occasions,” says Anne Mills, senior manager of consumer insights at Technomic. “Menu innovation can also differentiate, but it’s especially vital to balance innovation with familiarity at breakfast as consumers are less likely to be adventurous for breakfast than for other dayparts.”

Key takeaways from the report include:

  • For weekend breakfast and brunch occasions, 62 per cent of consumers try new flavours and dishes from time to time
  • Combo meals are an appealing option for breakfast, with 42 per cent of consumers saying it’s important that concepts offer breakfast combo meals
  • Roughly a quarter of consumers aged 18-34 say they’re trying more new concepts for breakfast now than they did in 2015

Compiling findings from more than 1,000 consumers as well as Technomic’s MenuMonitor and Digital Resource Library, both powered by Ignite, the comprehensive 2017 Canadian Breakfast Consumer Trend Report serves as a guide for foodservice operators and suppliers to better understand consumer consumption of and attitudes toward breakfast and to identify key areas of opportunity.

About Technomic

Technomic Inc., a Winsight company, delivers a 360-degree view of the food industry. It impacts growth and profitability for clients by providing consumer-grounded vision and channel-relevant strategic insights. Its services range from major research studies and management consulting solutions to online databases and simple fact-finding assignments. Its clients include food manufacturers and distributors, restaurants and retailers, other foodservice organizations, and various institutions aligned with the food industry. Visit Technomic at

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