On top of the morning! Catching the early riser has never been more important for operators… and there are numerous ways to take advantage. GROWTH SPURT If the latest facts and figures from Lumina’s Food to Go Market Report are anything to go by, there are many reasons to be optimistic about breakfast trends. NPD is a key focus, as breakfast items saw the largest increase in daypart focus, up +13ppts, as operators expanded into the morning segment to boost sales. Additionally, products are being aligned with vegan or healthier eating trends, with guthealth gaining traction – exemplified by M&S’ recent collaboration with science-based nutrition experts, ZOE. Operators are also broadening their offering across breakfast and snack day parts in 2024, with new products increasing by +13ppts and +2ppts respectively, year-on-year, driven by brands looking to tap into new consumer bases, maximise footfall and drive growth. Offering affordable snacking options helps drive incremental spend. Unsurprisingly, sandwiches remain the most common products introduced in 2024, targeting lunch occasions for returning office workers
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