EATING OCCASIONS DAYPART: BREAKFAST Consumers’ eating isn’t as random as it seems. It is shaped by an emerging system of contexts and beliefs. Here are the basic when, who, where and what of consumers’ eating habits for the BREAKFAST eating occasion.
WHEN: TIME OF DAY
WHO: PERSON(S) INVOLVED
We eat mostly by ourselves Eat alone: 53 percent Eat with others: 47 percent
WHAT: KEY NEEDS RELEVANT TO THE OCCASION
FOOD vs. BEVERAGE WHERE: PLACE OF CONSUMPTION OCCASION
More than 8 in 10 eat breakfast at home 86 percent eat breakfast at home
Food and beverage
79%
Food only
16%
Beverage only
5%
Focus on healthy eating 55 percent of consumers focus on eating healthy foods and beverages for breakfast.
