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On-the-go Breakfast Products Market 2017–2027

On-the-go breakfast products are food products that do not require cooking can be consumed directly. These products category includes sandwiches and burgers, egg meals, bakery products, sausages and salamis, beverages, breakfast bars, and cereal meals. On-the-go breakfast products are highly nutritious and convenient as they contain healthy vegetable, fats, fiber, and fruits to keep full and energized throughout the day. These types of breakfasts are ideal for the working population and busy work schedule who don't have time for cooking food. On-the-go breakfast products are gaining huge demand from the urban population due to growing western food culture and diet among these people. On-the-go breakfast also helps to maintain weight with essential nutrients throughout the day.

The global on-the-go breakfast products market is projected to reach around US$ 1.9 billion by the end of 2027, in terms of revenue, growing at CAGR of 4.3% during the forecast period (2019-2027).

Drivers

Growing innovation in packaging technology coupled with the rapid shift towards consumption of packaged foods across developed countries such as the U.S., Germany, and the U.K., is fueling the growth of the on-the-go-breakfast food market. Various advanced technologies are encouraging manufacturers to produce and offer convenience to consumers in the form of heat-and-eat meals or instant meal options. Hence, such advancement in technology to produce ready-to-eat products is projected to foster the market growth of on-the-go breakfast product over the forecast period.

Increasing change in life>

On basis of the region, Europe region dominated the global on-the-go breakfast products market in 2018, accounting for 34.8% share in terms of value, followed by North America and Asia Pacific respectively.

Figure 1. Global On-the-go Breakfast Products Market, Revenue Share (%), By Region, 2018

Market Restraints

Weak distribution network of on-the-go breakfast products especially across developing countries such as India, China, and Brazil are expected to restrict the market growth of on-the-go breakfast products. Moreover, manufacturers in these regions use selective modes of distribution such as sociality outlets, online selling, and others, in order to deliver their product to consumers which is further projected to hinder the market growth.

Another major factor expected to hamper the market growth of on-the-go breakfast products is expensiveness as these products are relatively costly compared to conventional breakfast products. Hence, the high cost associated with the on-the-go breakfast products is projected to impact market growth negatively to some extent.

Market Opportunities

Growing demand for natural and organic on-the-go foods with additional nutrients value is expected to offer enormous growth opportunity to the market of on-the-go breakfast products over the forecast timeframe. For instance, in September 2018, Cereal Partners Worldwide (CPW), the maker of Nestlé Breakfast Cereals has launched organic versions of its family-favorite brands CHOCAPIC, NESQUIK, and CHEERIOS. The new organic variants contain whole grain as the number one ingredient and are free from artificial colors and preservatives.

Increasing focus of manufacturer to introduce on-the-go breakfast drink is expected to propel the market growth of on-the-go breakfast over the forecast period. For instance, in September 2018, Premium granola brand, Lizi’s, has launched a nutritious breakfast drink aimed at active consumers that are looking for a healthier on-the-go breakfast option. The new product Lizi’s Breakfast Drink contains all the goodness of the brand’s granola, coming in a 250ml bottle, which can be enjoyed chilled or straight from the cupboard.

Figure 2. Global On-the-go Breakfast Products Market– Opportunity Analysis

Market Trends

Rising trend of offering all-in-one format on-the-go breakfast products by the manufacturer is expected to augment the market growth of on-the-go breakfast over the forecast period. The all-in-one format is a single pack containing all contents such as milk powder separately and other products. For instance, in 2015, Frips GmbH launched organic on-the-go muesli pots under the brand name ‘Milk’n Müsli’ in Germany. Along with muesli, the pot comprises a shot of milk powder and a spoon, and consumers only need to add water before consumption.

The growing popularity of on-the-go breakfast toppers and smoothie bowls among consumer is expected to propel the market growth of on-the-go breakfast over the forecast period. For instance, in December 2019, Kellogg’s is moving into the on-the-go-breakfast category with its new range of granola smoothie bowls and breakfast toppers. The ‘Kellogg to go’ range includes a Kellogg’s Crunchy Nut hazelnut and chocolate granola smoothie bowl, and a Special K protein granola smoothie bowl. Consumers just need to add water to them.

Figure 3. Global On-the-go Breakfast Products Market, Revenue Share (%), By Distribution Channel Form, in 2018

On the basis of distribution channel, in 2018, the hypermarket/supermarket segment has accounted the largest market share of 57.7% in terms of value, followed by the convenience stores and online selling respectively.

Competitive Section:

Key players operating in global on-the-go breakfast products market are Quaker Oats Company, Kellogg Co., General Mills Inc., MOMA, Uncle Toby’s, Bagrry’s India Ltd., Sanitarium, Anchor, Weetabix Ltd., and Nestle S.A.

Few Recent Developments

Nestlé