With Americans eating more of their meals on the go, it’s no surprise that breakfast is increasingly consumed behind the steering wheel, on the train or at the office.
“Breakfast is one of the fastest-growing categories in the grocery sector right now, and consumers are demanding a lot from their breakfast foods,” says Ryan Barnett, insight manager, food ingredients, Corbion, Lenexa, KS. “Because they are constantly on the go, they’re looking for items that are portable, easy to eat, have some element of perceived healthiness, but most importantly, taste delicious.”