Our morning routine has seen some changes over the past decade. One shift that has significantly impacted product manufacturers is the ongoing move away from breakfast cereals. Mintel has predicted that U.S. shoppers spent $9.5 billion on breakfast cereal during 2015—down 7 percent from category spending in 2012 (see “Puffs, flakes and dollars: why your breakfast cereal costs so much” from NBC business news, a piece that also includes some poignant perspectives on the increasing cost inputs for breakfast cereal and the increased competition for morning share of stomach).
While sales of breakfast cereal continue to slip, other products have stepped into the gap to provide morning nourishment. Two mega-trends within food today squarely impact breakfast products: on-the-go convenience and better-for-you nutritional profiles. People want their breakfast speedy, mess-free and easily transported, and they also want to feel good about what they’re eating, with portion-controlled foods that pack multiple key nutrients with strong satiety. These consumer currents have directly factored into the success of the breakfast biscuit and cookie segment.