US Consumers Report Increased Interest in Premium Coffee for Breakfast

US Consumers Report Increased Interest in Premium Coffee for Breakfast New York (CoffeeNetwork) A new study by Chicago-based foodservice industry consultant Technomic finds that increasingly U.S. consumers demand more premium coffee for their breakfast as a wider variety of options and marketers widen their choices and knowledge. The findings are part of Technomic’s new Breakfast Consumer Trend Report, designed to help restaurant operators and suppliers understand consumer attitudes, preferences and dining behavior associated with breakfast. The survey of 1,500 consumers, found that “roughly a third of today’s consumers (34%) prefer premium coffee as compared to 29% of consumers surveyed in 2007,” said Technomic, in a report detailing breakfast trends in the U.S. Breakfast (the first meal after rising, even if only had fruit juice or coffee) continues to be the dominant day-part for coffee consumption in the U.S. (see chart in Breaking News) Nearly half of consumers surveyed (46%) say they would like to see full-service restaurants offer breakfast throughout the day. About a third of consumers (32 percent) would like breakfast offered all day in limited-service restaurants. In both cases, females were significantly more interested in breakfast items for lunch or dinner than were males. “Operators looking to expand breakfast into other dayparts should be mindful of their customer base and develop new offerings accordingly,” says Darren Tristano, EVP at Technomic. “Understanding the general flavor, ingredient and preparation preferences held by female consumers can help operators and suppliers introduce the most appealing breakfast options beyond morning hours for these guests.” Four in ten (43%) say they visit their preferred restaurant for weekend breakfasts because the food tastes really good, while weekday breakfast visits are driven by inexpensive offerings (45%) and convenience of location (38%). More than three in five consumers (63%) say they expect their breakfast purchases at restaurants and convenience stores to remain about the same in the coming year. Consumer interest in breakfast sandwiches has grown since 2007. More than three-quarters of today’s consumers (77 percent) purchase breakfast sandwiches sometimes or often during weekdays, compared to 73% in 2007. Breakfast sandwiches fared even better on weekends, increasing from 61% two years ago to 70% today. Fast-food restaurants have improved in consumers’ perception of healthy food offerings. Only a third of consumers (35%) say they would like fast-food establishments to offer more healthy options, down from 43% in 2007. Leading fast-casual restaurant chains are adding new entrees and side items to their breakfast menus faster than any other restaurant subsegment, added Technomic, in a press release highlighting some of the findings. Edited by Marvin G. Perez;

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