21-May-2021 - Innova Market Insights

Indulgent flavors bring a new twist at breakfast time

Occasions are changing, and along with them, so too are flavor choices. It seems the need for indulgence is no longer limited to snacking and after-dinner treats. Consumers are also seeking tasty indulgent breakfast foods. According to Innova Market Insights’ recent report entitled Flavors by Occasion, the likes of cakes and cookies prove popular indulgent flavors at breakfast.

The report highlights that indulgent flavors are seeing the strongest growth in foods commonly eaten at breakfast, such as cereals, bread and dairy. Cake, cookie & pie flavors, increased by a 9% CAGR over 2016-2020, while brown flavors (e.g., chocolate, caramel and peanut butter) increased by 6%.

Milk chocolate is currently the leading flavor in cereal products (breakfast cereals and cereal & energy bars). However, it is flavors inspired by the bakery category which are seeing some of the strongest growth. Cookie flavors increased by 30% CAGR and brownie by 26% over 2016-2020.

“While healthy options are clearly very popular at breakfast, consumers want a bit of enjoyment to start the day,” reports Lu Ann Williams, Global Insights Director at Innova Market Insights. “Bakery inclusions, such as chocolate cookie pieces in breakfast cereals and cereal bars, meet that need.”

The North American bakery category has, up until now, been the main source of inspiration for these indulgent flavors. However, Innova Market Insights believes that in the future, inspiration could come from looking at other indulgent bakery concepts from around the world. Western Europe is not short of its own indulgent cakes and sweet biscuits. These could just as easily be developed into new inclusions and flavors for cereal products.

By pulling out trends in bakery, companies can generate flavor and inclusion ideas that could be applied locally or look more broadly for truly global concepts. There is also an opportunity for premiumization through more special and indulgent-sounding flavors and tastes.

Facts, background information, dossiers
  • flavors
  • cereals
  • sweet biscuits
  • cakes
  • breakfast
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