Trends would include meals and products high in protein and complex carbohydrates, hybrid baked goods and healthy versions of the traditional English cooked breakfast, said Holt.
“… It is the fashionable and indulgent breakfast foods such as the ‘duffin’ – morph of doughnut & muffin, ‘townie’ – tart & brownie – and the ‘cronut’ – croissant & doughnut – that have created much recent interest.”
She added: “… Fashionable restaurants are now opening up for the lucrative breakfast occasion …”
‘Trimmed grilled bacon’
They featured foods such as “healthy trimmed grilled bacon, high protein chicken/turkey patties, lightly scrambled or no-fry egg with griddled tomato and mushroom, washed down with caffeine-free tea or raw, crushed fruit and veg smoothie”.
Studies suggested protein-rich solid foods helped consumers feel fuller for longer, feeding into increasing interest in weight management, she said.
“No surprises then that the rising numbers of breakfast ranges include products high in protein, such as eggs, Greek yogurt, whey protein-enriched, low-fat dairy and fruit smoothies, trimmed crispy bacon, lean chicken breast, smoked salmon and tofu …”
Focusing purely on cereals revealed similar polarised trends towards healthy and indulgent foods, Holt claimed. The imminent launch of Nestlé’s Toffee Crisp cereal illustrated the interest in indulgence, which often featured a chocolate kick, she said.
“A little of something sweet at breakfast such as dark chocolate has been shown to cut sweet cravings later in the day by preventing spikes in serotonin, a feel-good chemical affecting the brain,” she added. But she cautioned: “Go steady – a square will do.”
Demand was also high for porridge sachets or pots that could be prepared quickly in the microwave, which illustrated the continued demand for convenience, said Holt.
Low-fat dairy drinks enriched with whey protein and calcium were examples of healthy, convenient breakfasts that could be eaten on the move, which would be “ones to watch this year”, she said.