Ipsos FIVE reports that just under half (42%) of occasions that include traditional breakfast foods are consumed outside morning dayparts. At the all-important Dinner occasion, Toast, Bacon and Eggs lead the Breakfast for Dinner charge with Millennials (21-37), both with and without kids being most likely to consume these items. The choice of traditional breakfast foods for Dinner is prompted by the need for something easy, quick and comforting. What other foods have growth potential outside their customary daypart?
% Dinner Occasions, Total Venues
|Traditional Breakfast Foods*
Indexed to Total Foods
|Leading Millennials w/o Kids||92|
|YEMPS (Leading Millennials with Kids)||121|
Data Period: R’12M Ending June 2018; Measure: % of Occasions
*Traditional Breakfast Foods: RTE Cereal, Hot Cereal, Eggs, Toast, Bacon, Ham, Sausages, Bagels, Breakfast Sandwiches, Pancakes, French Toast and Waffles
FIVE’s daily tracking of what individuals eat and drink details the consumption behaviour and attitudes of 20,000 Canadians annually trended over time. Our robust sample, coupled with the experience and expertise of the FIVE Team, ensures that key business issues are addressed with actionable insights to help our clients uncover and capitalize on opportunities to grow their businesses.
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