Breakfast products
CATEGORY FOCUS
The BOTTOM LINE
- Consumers are interested in BFY versions of nostalgic flavors
- On-the-go, handheld breakfasts like burritos are trending
- Nutrition, transparency, and functionality are key
Pancake paradise
The breakfast category is heating up with numerous choices for consumers.
Liz Parker Kuhn, Senior Editor
Producers of breakfast foods, including frozen items like burritos plus more traditional choices like cereal and oatmeal, are pros at nailing down what consumers want to jump-start their day. Better-for-you options, as well as interesting combos like sweet and savory, are winning the category, and discerning consumers now have their pick of what to put on their plate or in their bowl every morning.
Market data
Per Chicago-based market research firm Circana’s (Chicago) data from the past 52 weeks, ending on June 15, 2025, sales of breakfast foods were overall down, but with a few bright spots.
The cold cereal category brought in $10.9 billion, with a small decrease of 0.8% compared to the same time last year. Leading the pack in RTE cereal was General Mills ($3.3 billion, down 4.2%), followed by W.K. Kellogg ($2.8 billion, down 4.1%), and Post Consumer Brands ($1.9 billion, down 3.1%).
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Source: Circana OmniMarket™ Total Store View | Geography : Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) | Time : Latest 52 Weeks Ending 06-15-25
The hot cereal/oatmeal category actually fared worse ($1.9 billion, down 7% in sales) compared to its cold counterparts. PepsiCo’s Quaker Oats Co. garnered $1 billion but was down 10.9%, and private-label brands took in $419 million (a loss of 5.7%). Bob’s Red Mill brought in $128.4 million, a 6% gain.
Other subcategories included:
- Pancake mixes ($855 million, up 2.3%): Kodiak Cakes shined with $184.2 million, a 9.3% uptick; The Krusteaz Co. ranked second ($144.8 million, up 4.9%), and Quaker Oats brought in $131.6 million (a loss of 6.6%)
- Toaster pastries/tarts ($1.1 billion, down 0.2%): Kellanova ($925.3 million, a 8% loss), Legendary Foods quite a bit behind that in sales ($101.1 million, a 74.7% leap), and private label ($87.7 million, down 4.7%)
Courtesy of Kodiak Cakes
The frozen breakfast handheld category brought in $5.8 billion in sales, experiencing only a small decrease of 1.1%. Leaders in some subcategories included:
- Frozen breakfast entrees ($1.3 billion, down 0.5%)
- Hillshire: $539.6 million, a loss of 7.5%
- Private label: $195.7 million, down 1.2%
- De Wafelbakkers: $183.3 million, a 28.2% increase
- Frozen waffles ($1.2 billion, a 7% decrease):
- Kellanova: $865.6 million, a 2.8% decrease
- Private label: $162 million, a 17.6% drop
- Kodiak Cakes: $117.6 million, a 16.9% decline
- Frozen bagels ($54.1 million, down 5.3%)
- Private label: $39.8 million, a 2% decrease
- Ray’s New York Bagels: $4.2 million, a 14.7% loss
- Bimbo Bakeries USA: $4.1 million, same as the previous period
Trends
“Breakfast habits are evolving faster than ever. Today’s guests crave innovative flavors and are increasingly choosing handheld options packed with protein—perfect for portable life on-the-go,” says Sarah Breymaier, VP of brand marketing, Hardee’s. “There’s a surging demand for flavor-forward menu items that deliver both convenience and a sense of comfort and indulgence.”
The breakfast category is buzzing with creativity right now, Breymaier adds: “We’re seeing brands push boundaries with unexpected flavor and daypart mashups, offers ranging from spicy to nostalgic to savory and sweet combinations. Our emphasis is on delivering variety and excitement—helping guests start their day with something truly memorable.”
Anouck Gotlib, CEO, Belgian Boys, says consumers are craving flexibility and fun in the breakfast category.
Courtesy of Hardee's
“They’re looking for breakfast options that feel joyful and satisfying, whether they’re eating at the kitchen table or in the carpool line,” she notes. “We’re seeing a strong appetite for nostalgic flavors, comfort-forward formats, and anything that adds a little delight to the start of the day. Convenience is key, but so is the emotional reward. We’re excited by innovations that bring more fun and flavor into the morning, especially ones that blur the lines between breakfast, snack, and treat. We’re also seeing demand for more curated, elevated breakfast experiences at home, especially for parents trying to make mornings special without adding effort.”
Ariel Piatek, senior director of market insights and analytics, Kodiak, notes consumers today are looking for breakfast products that go beyond just convenience—they want nutrition, transparency, and functionality.
“High-protein options are in demand not as a passing trend, but as a long-term dietary preference,” she shares. “There's also a clear move toward whole grains and cleaner ingredients, with consumers looking to reduce sugar and avoid bleached flours. From a flavor standpoint, consumers gravitate toward both classic and seasonal flavors, like our classic buttermilk, cinnamon and blueberry offerings, but when fall hits, pumpkin spice is top of mind for many.”
Piatek also says she’s noticed “balanced indulgence, functional aspects like gut health, and other BFY aspects of increased interest.”
“We're seeing a continued push towards cleaner, better-for-you breakfast options, and for Kodiak, that's not a pivot, it’s our foundation,” she explains. “Protein isn’t just a trend, it’s a core driver of consumer demand, and we're focused on delivering it in formats that meet people where they are.”
Ayeshah Abuelhiga, founder, Mason Dixie Foods, says that today’s breakfast consumers are increasingly ingredient-conscious, with trust and authenticity driving purchase decisions: “Label scrutiny has reached new heights, particularly for morning meals where consumers want to make choices that set a positive tone for their entire day. This shift is driving demand for clean-label products with familiar, kitchen-friendly ingredients.”
Courtesy of Belgian Boys
If you can combine great flavor with real, high-quality ingredients, you’ll earn loyal customers no matter how crowded the freezer aisle gets, she notes. “We also take inspiration from outside of the grocery store—like QSR—to understand what consumers are eating wherever they are. Our goal is to bring them a convenient, clean-label option to add their grocery shopping trip.”
As consumers become increasingly aware of the negative effects of sugar-heavy breakfast options, Abuelhiga says she’s seeing a shift towards protein-rich, savory alternatives that provide sustained energy.
“This shift represents a fundamental change in morning eating habits, with health-conscious consumers seeking out dishes that fuel their day rather than derail it with sugar spikes. Traditional sugar-laden items and artificially flavored products are being replaced by dishes that prioritize protein and vegetables, creating a new breakfast paradigm focused on nutritional substance over sweet indulgence,” she finishes.
New products
Breymaier says Hardee’s recently brought back a nostalgic, seasonal favorite—the Smoked Sausage Biscuit: “It features a Hillshire Farm sausage link, folded egg, and American cheese, all served on our signature Made-From-Scratch biscuit. It’s the perfect comfort food for breakfast lovers. We also recently added new hearty Homestyle Burritos to our everyday core menu, available with sausage, egg, and cheese, or our loaded version.”
Abuelhiga shares that Mason Dixie’s new Breakfast Burritos started to hit shelves at Giant Foods in May and are rolling out into Wegmans and Whole Foods Market through the rest of the summer. The new line of single-serve, skillet cooked burritos are available in four flavors in soft, small-batch tortillas, each including 14-15 g of protein and can be prepared in under two minutes.
Courtesy of Mason Dixie Foods
Gotlib notes Belgian Boys launched Love Bites, the brand’s heart-shaped mini pancakes, at Target nationwide in February this year, and they were a huge success: “We are all about making little moments feel fun and special, and this seasonal launch was a perfect example of that. We are excited to bring these adorable and festive pancakes to more people next year through new retailers.”
Kodiak recently debuted Frozen Breakfast Sandwiches. The Frozen Breakfast Sandwiches include maple flapjacks replacing the expected bread component, for a “bold, flavorful upgrade,” says Aaron Robinson, senior director of brand management, Kodiak.
“Today's breakfast consumers are increasingly ingredient-conscious, with trust and authenticity driving purchase decisions.”
— Ayeshah Abuelhiga, founder, Mason Dixie Foods
