AGE, GENDER INFLUENCE BREAKFAST FOOD, BEVERAGE CHOICES

Motivations driving morning food and beverage choices vary by age and gender, according to results of a new NPD Group Morning MealScape study. The study examines morning meal and snack occasions and marries the attitudinal with behavioral motivations to reveal the “whys" behind morning selections.

When asked what factors contributed to their morning food and beverage choice, men aged 18 years and older said they are seeking to save money and watch their diet for things they’re trying to avoid, while women of that age cite losing weight most often. For children under age 13 it’s all about having something they like. The same is true for teens, but foods that look good have more importance with this age group.

“Food manufacturers interested in connecting their products with consumers in the morning should align product benefits with consumer needs," said Dori Hickey, NPD director of product development. “Understanding the why behind food and beverage selections provides the knowledge to message to your consumer targets in a way that resonates with their individual motivations."

The No. 1 and No. 2 most consumed morning meal food choices—cross age and gender—are cold cereal and fruit, respectively, but the choices after these two items vary by age group and gender. Scrambled eggs are next on the list for kids; males 18 years and older choose a banana; and females 18 and up prefer hot cereal. Many of the same foods are selected by the gender and age groups but rank differently in terms of most frequently consumed.

“The morning meal is a growing but fragmented meal occasion," Hickey said. “For food manufacturers and retailers to operate successfully in this meal space, they need to understand the ‘why’ behind consumers’ morning meal behaviors."