The 'snackification' of breakfast

by Joanie Spencer
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belVita breakfast biscuits, Mondelez
The belVita breakfast biscuit created a breakfast disruption that resulted in the breakfast biscuit category all its own.

HOUSTON — It’s no secret that Americans are snacking more, and how they’re snacking is creating change at breakfast time, said Jared Koerten, senior analyst, Euromonitor, who delivered a keynote address on March 22 at SNAC International’s SNAXPO conference in Houston.

Americans continue to snack on-the-go, especially in places like the car, Mr. Koerten said. And drive time is ripe for replacing a traditional meal — breakfast — with a portable snack food. Just look at the rise of the belVita breakfast biscuit and the fall of ready-to-eat cereal, which has seen an average decline of around 2% over the past five years, Mr. Koerten said.

Jared Koerten, Euromonitor
Jared Koerten, senior analyst for Euromonitor

“I call it the war on breakfast,” he said.

Mondelez International’s breakfast biscuit, which was introduced in the United States in 2012, created a breakfast disruption that resulted in the breakfast biscuit category all its own.

“Success always brings competition,” Mr. Koerten said, noting that 2015 saw a rise in known brands entering the breakfast biscuit foray, including Nature Valley, NutriGrain and Kind.

And the breakfast biscuit attributes that appeal to on-the-move breakfast snackers — health, convenience, portability — are creating opportunities for even more innovation.

Snyder's-Lance Quick Starts breakfast biscuit sandwiches
Snyder’s-Lance launched breakfast biscuit sandwiches made with Greek yogurt, called Quick Starts.

“Breakfast biscuits go really well with Greek yogurt,” Mr. Koerten said, noting that many consumers will often eat the two products together. In response to this, Snyder’s-Lance launched breakfast biscuit sandwiches made with Greek yogurt.

As consumers run short on time and high on demand for healthy and convenient foods, breakfast time remains a veritable playground for snacking innovation.
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