RISE AND SHINE: BREAKFAST HEALTH AND WELLNESS IN CANADA VERSUS THE U.S.

JILL
JANUARY 21, 2014
Technomic

Who’s healthier at breakfast time—Americans or their northerly neighbors? The health and wellness consumer data from the U.S. and Canadian versions of Technomic’s Breakfast Consumer Trend Report provides insight into this question. It is essential that operators in each country understand these customer preferences when developing their breakfast menus.
Skipping breakfast
First off, a larger share of Canadians than Americans consider it unhealthy to skip breakfast—which is commonly referred to as the most important meal of the day. About 73% of Canadian consumers who eat breakfast agree that it is unhealthy to skip this meal, and 40% of breakfast consumers say they always eat this meal. In comparison, only 63% of U.S. consumers agree it is unhealthy to skip breakfast, and just 33% say they always eat this meal.
Healthy menu options
Both reports examined consumers’ breakfast priorities for limited- and full-service restaurants and retailers’ prepared foods offerings. Canadian consumers strongly prioritize health for breakfast items offered at LSRs and FSRs, with 60% of respondents considering healthy breakfast choices important or extremely important in these segments. Significantly fewer U.S. consumers say healthy breakfast choices are a priority at LSRs (43%) and FSRs (49%). Health priorities for breakfast foods were more balanced, however, for the retail segment.
Healthier proteins, yes. But at what price?
Although beef and pork substitutes made with poultry, such as turkey bacon, are typically considered to be better for you, most consumers in the U.S. and Canada are not willing to dig deeper into their pocketbooks for these substitutes. Interestingly, a slightly higher proportion of Americans than Canadians say they want more restaurants to offer turkey-based and chicken-based substitutes for breakfast proteins.
Further, a slightly higher share of consumers in the U.S. than in Canada also say they are willing to spend a little bit more for these substitutes. Perhaps these protein alternatives are more widespread in the States and generally more accepted by consumers.

Advice for operators
While Canadians don’t necessarily have more-healthful breakfast preferences than Americans do, overall it’s clear that health is more top of mind for Canadians than for those in the States. There are definite opportunities for operators in both countries to gain share with better-for-you menu offerings.
For example, our research found that fruit is the item most often seen as lacking on breakfast menus by consumers in both U.S. and Canada. Therefore, operators could work with their suppliers to ensure a steady supply of appropriate fruits throughout the year, underscoring their menu’s fresh, healthful ingredients.