instore - March/April 2013 - (Page 38)
gear up for breakfast
what’s for
breakfast?
by Bob Sims
I
ncrease your bottom line and help Americans get healthy at the
same time by offering breakfast to your shoppers. The importance
and versatility of breakfast provide ample ways for the instore
deli, bakery and foodservice departments to increase shopper traffic
and sales.
According to research from Technomic, the away-from-home breakfast
daypart continues to represent opportunities amid recent economic
challenges. Major Technomic research studies completed in 2001 and
2008 showed solid growth, and the recession and ongoing economic
weakness have only heightened some of the advantages for breakfast
when it comes to competing with lunch and dinner for consumers’
discretionary spending.
Breakfast traffic was up 3% in the first quarter of 2012 compared to the
same period a year ago and accounted for 60% of restaurant traffic
growth between 2007 and 2011. While the market continues to grow,
supermarkets have the ability to compete with the restaurant industry.
Value, portability and convenience remain core strengths, and operators have also focused on new flavor profiles and healthier fare as part
of the renewed emphasis on breakfast sales.
Consumer wants and needs
The medical community continuously reminds the American public
about the importance of breakfast and the public listens, but a large
amount of breakfast dollars still exist. According to a survey from Kraft
reported on gourmetretailer.com, fewer than half of Americans eat
breakfast every day. Sixty-one percent of Americans say breakfast is
the most important meal of the day, 63% say they feel low on energy in
the morning, but only 48% say they eat breakfast every day.
Because consumers already know the importance of breakfast,
retailers must appeal to shoppers in other ways. Offer Americans
breakfast dishes that address their needs and wants.
38 • MAR + APR 2013 • instore
http://www.gourmetretailer.com
Table of Contents for the Digital Edition of instore - March/April 2013
inStorebuyer - March/April 2013
Gear Up for Thanksgiving - Health Check
What's in store for November
Table of Contents
News - On Our Radar
Consumer Insights - Deli Prepared Foods
Trendspotting: Asian foods steal the show
Donuts
Trendspotting: Donuts for dessert?
Consider Seniors
Thanksgiving
What's for Breakfast
Cause Marketing
Product Trends
Product Showcase
Ad Index
Next Up: Gear Up for Dairy-Deli-Bake 2013
instore - March/April 2013
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