October 2, 2025 – Morning breakfast time is a time for established habits. Still, breakfast today is evolving in terms of products and consumer priorities.
Consumers Have Entrenched Habits
According to consumer trends research, most US consumers eat their breakfast alone. Consumer trends research also shows that coffee is the flavor consumers look for first at breakfast. This means that the morning meal tends to be routine rather than exploration. At the same time, classic breakfast choices like cereal and milk have become less popular. This is because sit-down meals do not fit into the active morning of today’s consumer. Instead, bars, smoothies, and other types of beverages are becoming a part of breakfast.
The Breakfast Environment is Changing
Consumer routines, behaviors, and appetites are changing and so is breakfast. GLP-1 drugs are reducing appetite. Ultra-processed food is under attack. US consumers have greater expectations about functional benefits from food. They want more benefits in less volume and taking less time. Breakfast also is expanding into more plant-based options, personalized breakfast choices, and quick cooking. Breakfast has to be relevant to today’s morning routines in the US, that is, solo, adaptable, and quick.
Solo Meals Emphasize Control
Meals eaten alone tend to be more controlled, compared to abundant meals eaten with others. Breakfast trends show that US consumers who eat alone settle into routines of eating similar breakfast meals each day. An opportunity exists for brands to create new habits with products that are consistent and do not require decision-making.
Even when consumers eat breakfast at home, they are not looking for a complicated breakfast. US consumers want breakfast to be simple. They want breakfast foods to feel homemade but they don’t want to put in a lot of work.
Plant-Based is Everyday
Breakfast trends reveal that US consumers see plant-based as a regular part of their day. They don’t turn to plant-based foods instead of animal foods. Plant-based foods often have health benefits that are more impactful than imitating milk or meat. Integrating these foods into breakfast provides US consumers with purpose. That is why plant-based breakfast has potential to grow into different breakfast formats and eating occasions. Areas of opportunity include spreads, breakfast baked goods, and other breakfast items that also offer health benefits such as protein or fiber.
Millennials in the US May Offer Opportunities
Even though traditional breakfast items may be fading, cereal could appeal to Millennials. Brands can make their cereals more relevant to US Millennials with resealable packaging, grab-and-go single portions, flavor-forward options, and desirable features such as high protein, low sugar, or cold-brew flavors.
Coffee is interesting because even though consumers have a lot of choices, they tend to stay with a few favorites. Rather than choosing niche varieties, breakfast trends reveal that US consumers prefer coffees that are dependable and easy to prepare as part of their morning routine. Brands could break into consumer breakfast routines with newer coffee types such as mocha and cold brew that are formulated to be convenient and ready to be incorporated into breakfast.
Bread is Ready-Made for Breakfast
Bread fits well into breakfast and it benefits from not having a lot of competition. Bread manufacturers could capitalize on their unique position by focusing on features such as quick preparation, versatility, need for very little fussing, and being filling and satisfying. Bread is the perfect product for toast, as the foundation for sandwiches, and as a platform for various types of spreads.
Meat is Missing a Breakfast Moment
Meat is an easy fit into breakfast in the US, but it is underrepresented. That is why brands can take advantage of the opportunity to introduce meat products that meet the needs of the US breakfast consumer for products that do not require a lot of effort. These could include breakfast sausage that is pre-cooked, bacon slices that are ready for brunch, or meat products with global inspiration and that are easy to prepare.
What’s Next for Breakfast in the US?
Watch for several opportunity areas for innovation in US breakfast products. Since coffee is a favorite breakfast flavor that is associated with energy, it is particularly well-suited for breakfast items such as yogurt and bars. Dairy milk is likely to continue its downward slide as plant-based dairy alternative milks become even more widely accepted for their flavor and functionality. Smoothies will continue their move into US breakfasts. They are easy to adapt to personalized nutrition needs and US consumers can adapt them to their physical or mental health needs. Bars that are well-established in breakfast are apt to move into other day parts. Also, when enriched with nutrients, they will be more like supplements. Watch for combinations of sweet and savory in indulgent breakfast items in the US. These flavor mash-ups can excite the US consumer while fitting easily into their morning routine.
This article is based on Innova’s Breakfast Foods & Occasions in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more