Busier weekends an opportunity for breakfast convenience meals

Convenience breakfasts for those who are time-poor on weekends are set to grow, according to a recent study from Canadean.

The research, which surveyed packaging executives from around the world, found that 77 per cent expected high or moderate demand for on-the-go grocery products during weekday mornings, while 63 per cent forecast high or moderate demand during weekend mornings.

The market for weekend convenience products is established, but some producers may be missing out.

“Focusing purely on weekday breakfast convenience means brands risk leaving money on the table,” Canadean analyst Safwan Kotwal said. “While consumers’ timetables are arguably more flexible during the weekend, busier social lives are creating a new market for convenient, but at the same time indulgent, weekend breakfast products.”

Canadean expects innovative pack formats to be developed for breakfast drinks and smoothies, including dual packs which separate liquid and solid contents, and heat-retaining packs to keep more indulgent breakfasts warm while on the go.

While convenience meals on weekday mornings remain important for consumers, the desire to eat more indulgent breakfasts on the weekend provides brand extension opportunities for producers, according to Mr Kotwal.

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