The current volume of breakfast dining is $65 billion, the report said.
Packaged Facts estimated that growth in the breakfast portion of the foodservice market will continue to rise steadily, increasing 27.7% by 2015. Success in the gourmet coffee and tea bar channel, while eating into the marketshare of doughnut shops, has been instrumental in upscaling breakfast fare throughout foodservice, making breakfast a more appealing option, particularly for the 15% of Americans who don't eat breakfast at all, the researcher said.
No channel has benefited more from growth in the morning daypart than quick-service restaurants (QSRs). McDonald's saw 4% growth in same store sales in late 2005 after improvements to its breakfast menu and extension of store hours; Wendy's and Burger King are seeking similar gains with new breakfast menu items, Packaged Facts reported. Some 15% of all American consumers buy breakfast in QSRs, a proportion that has grown steadily since 2001.
"Healthier breakfast fare is a trend that is really taking off as we're seeing more fruits, vegetables and whole grains appearing everywhere from convenience stores to upscale urban foodservice operators," said Don Montuori, the publisher of Packaged Facts. "With the advent of concept chains such as First Watch and the Egg & I, we've arrived at a time when the palate of breakfast possibilities is growing at a quick pace making breakfast an exceptional market opportunity."