Consumers gravitating towards indulgent breakfast flavours

24-May-2021

Milk chocolate is currently the leading flavour in cereal products (breakfast cereals and cereal & energy bars)

A recent Innova Market Insights’ report entitled Flavors by Occasion, has revealed cakes and cookies to be popular indulgent flavours at breakfast.

The report indicates indulgent flavours are seeing the highest growth in foods commonly eaten at breakfast, such as cereals, bread and dairy. Cake, cookie & pie flavours, increased by a 9% CAGR over 2016-2020, while brown flavours such as chocolate, caramel and peanut butter, increased by 6%.

Milk chocolate is currently the leading flavour in cereal products (breakfast cereals and cereal & energy bars). Flavours inspired by the bakery category are also seeing growth. Cookie flavours increased by 30% CAGR and brownie by 26% over 2016-2020.

“While healthy options are clearly very popular at breakfast, consumers want a bit of enjoyment to start the day,” said Lu Ann Williams, Global Insights Director at Innova Market Insights. “Bakery inclusions, such as chocolate cookie pieces in breakfast cereals and cereal bars, meet that need.”

The North American bakery category has, up until now, been the main source of inspiration for these indulgent flavours, the analysis firm says. However, it believes in the future, inspiration could come from other indulgent bakery concepts from around the world. Western Europe is not short of its own indulgent cakes and sweet biscuits. These could just as easily be developed into inclusions and flavours for cereal products, the company claims.

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There is also an opportunity for ‘premiumisation,’ Innova says, through more special and indulgent-sounding flavours and tastes.

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