Packaged Facts: Retail Breakfast Trends Focus on Health-Related Product Claims and Positioning

Health and wellness trends have significant impact on consumer attitudes and behaviors when shopping for food and beverages, according to market research firm Packaged Facts in the report Breakfast: Retail Product Trends and Opportunities in the U.S., 2nd Edition. The dilemma is that health is a subjective term. This means there is a range of desired product attributes that consumers seek out to fit within their perspective of what's healthy.

While low calorie and low carb were at one time benchmarks for health food, attention has shifted to a greater focus on low/no sugar or low/no added sugars. Sugar is an ingredient in many packaged breakfast foods, especially cereal and breakfast pastries.

Health trends are moving away from being diet-focused in favor of adopting a healthy lifestyle. With increased knowledge of food sourcing and...

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