Product Developers Capitalize on All-Day Breakfast Trend

Variety is the spice of life they say, but with more and more Americans eating breakfast throughout the day, variety is now being defined as a wide range of options for what traditionally is a morning meal.

What constitutes a meal really depends on who you ask. Lynn Dornblaser, director of innovation and insight at Mintel, told Baking Business that products are crossing category lines now more than ever, resulting in more choices. And foods that were traditionally defined as to be eaten at “breakfast time” have also evolved to be appropriate for any time of day — or night. In a nutshell, eating times and the foods that have corresponded with them in the past are evolving into more behavioral than categorical.

The Best Part of Waking Up

No matter what form it takes — the traditional meal or a quick bite — Baking Business reports that “the vast majority of Americans are getting up and having something to eat in the morning.” However, many are choosing to snack throughout the morning, especially those still working from home. Consumers are looking for nutrition, indulgence, and convenience in their idea of breakfast, and walnuts are an ingredient that, when combined with other traditional breakfast foods, checks all of the boxes.

An interesting shift of note is the early morning snack. Food Navigator reports that the demographics of those moving away from a big breakfast meal into early morning snacking are skewing toward millennials, parents, urbanites, full-time employees, and those with higher household income levels.

Taste + Nutrition = Winning

Sally Lyons Wyatt, executive vice president and practice leader for IRI, said that product developers are going to “win” breakfast if they deliver on taste, convenience, and nutrition. More than 65% of consumers consider healthfulness for morning foods a priority, Baking Business reports, and 51% are searching for morning choices that offer specific nutritional benefits. Lyons Wyatt recommends that breakfast food companies call out those benefits loud and clear on product packaging.

Incorporating Walnuts

Breaking the fast from the previous night possibly makes our first meal of the day the most important, jump-starting our metabolism for the day ahead. Using food as fuel only works if you have the right gas, i.e., ingredients. California Walnuts told Bakers Journal that charcuterie boards aren’t just for evening snacks. In fact, they can be adapted to breakfast with walnut banana bread and nutty walnut parfaits mixed with fruit.

Walnuts also are the perfect ingredient for granolas and cereals. In fact, walnuts were a formulator’s top choice for adding crunch, texture and nutrition, thanks to the alpha-linolenic acid (ALA) — the plant-based essential omega-3 fatty acid. One ounce of walnuts has 2.5 grams of ALA, which is considered an excellent source. Walnuts’ complete fat profile consists of 18 grams of total fat, with 2.5 grams of monounsaturated fat, 13 grams of polyunsaturated fat and 2.5 grams of ALA.

For new product development inspiration, check out these new, innovative breakfast foods designed to provide all-day satisfaction, no matter how you plan on defining breakfast.