Opportunities again abound with the return of the OOH breakfast

Created in partnership with food anthropologist Bee Farrell, the Breakfast report looks at how the changing breakfast habits of consumers has opened up a myriad of untapped potential for bakeries and food operators.

“With a better understanding of their behaviors and motivations, we’ve highlighted opportunities for operators to capitalize on this dynamic changing market,”Said Stéphanie Brillouet, Délifrance’s marketing director for Northern Europe and North America.

According to the report, the OOH breakfast market is picking up, and it’s driven by consumers in the 18-44 age bracket. Of the 35-44 year-old group, Délifrance found that only 19% dine out a few times a week.

Délifrance found these consumers are more likely to be flexitarians (reducing meat consumption), or suffer from allergies or food intolerances, meaning they are seeking inspiration and ideas on health and fitness apps and social media.

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“External influences like social media are having a powerful effect on the dishes chosen by consumers,”Said Farrell.

Added Brillouet, “These are all key dynamics in the market, which we expect to continue over the coming years. This is why we’ve introduced a vegan viennoiserie range and are working across the business to procure more sustainably and minimize additives and allergens in our products. ”

Key findings

The changing scene

The report notes that lockdowns drove an increase in homeworking and hybrid working. With more time to prepare and eat breakfast, the occasion at home increased.


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