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ELMHURST, Ill. — Breakfast may be the most important meal of the day, but many consumers today don’t have time for a traditional sit-down breakfast. Cue the convenience store retailer that offers a variety of small, healthier meals and snacks that are quick and on-the-go.
Today, 33 percent of consumers frequently eat breakfast away from home, but they’re seeking more than a cup of coffee. In fact, 47 percent of consumers are seeking hot breakfast items to accompany their morning cup of joe, Kellogg Co.’s ReThink Breakfast II study found.
In the second edition of this exclusive study, Kellogg examines the new wave of morning routines to help retailers identify the different types of breakfast consumers who get their breakfast from c-stores, what their needs are and how they are fulfilling them.
According to the study, the top five reasons consumers purchase breakfast from c-stores are:
- Need a quick bite or option
- Something to hold them over
- Something while shopping
- Morning energy or fuel
- Traveling to work or school
“At Kellogg, we strive to understand consumers’ wants and needs to help create products and programs that delight both consumers and c-store retailers,” said Frank Mellman, senior insights manager at Kellogg Co. “ReThink Breakfast II provides retailers with insights and recommendations that will enable them to adapt to consumers’ changing preferences, maximizing sales opportunity for each type of breakfast consumer.”
ReThink Breakfast II further examines the different needs of each breakfast consumer based on behaviors, preferences and attitudes within the convenience segment. From “Gulp n’ Runners,” who skew toward millennial men looking for something quick and easy, to “Discerning Dashers,” who skew toward millennial women seeking smaller, on-the-go morning meals, Kellogg has identified five unique consumer profiles to provide retailers with valuable insights among consumers who regularly frequent their locations.
C-store retailers can access more insights and implications during a June 9 webinar. To register for the webinar, click here.