Breakfast Continues to be a Popular Trend Among Canadians

Ipsos FIVE reports that just under half (42%) of occasions that include traditional breakfast foods are consumed outside morning dayparts.

Breakfast Continues to be a Popular Trend Among Canadians

The author(s)

  • Kathy Perrotta Vice President, Canada, Ipsos
Get in touch

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
Total 100
Gen Z 90
Millennials 124
Trailing Millennials 135
Leading Millennials w/o Kids 92
YEMPS (Leading Millennials with Kids) 121
Gen X 91
Boomers 101
Silent Generation 66

 

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.

The author(s)

  • Kathy Perrotta Vice President, Canada, Ipsos

Consumer & Shopper