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Indulgent flavours bring a new twist at breakfast time

Occasions are changing, and so, too, are flavour choices. The craving for indulgence is no longer limited to snacking and after-dinner treats, with consumers also seeking tasty indulgent breakfast foods, says Innova Market Insights.

A new report entitled “Flavors by Occasion”, details how the likes of cakes and cookies are proving popular indulgent flavours at breakfast. It highlights that indulgent flavours are seeing the strongest growth in foods commonly eaten at breakfast, such as cereals, bread and dairy.

Cake, cookie and pie flavours, increased by a 9% CAGR over 2016-2020, while brown flavours (eg, chocolate, caramel and peanut butter) increased by 6%.

Milk chocolate is currently the leading flavour in cereal products (breakfast cereals and cereal & energy bars).

However, it is flavours inspired by the bakery category that are seeing some of the strongest growth. Cookie flavours 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 flavours. 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 – and these could just as easily be developed into new inclusions and flavours for cereal products.

“By pulling out trends in bakery, companies can generate flavour and inclusion ideas that could be applied locally or look more broadly for truly global concepts. There is also an opportunity for premiumisation through more special and indulgent-sounding flavours and tastes,” Williams adds.


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