Arnhem, Netherlands—Cake for breakfast? According toInnova Market InsightsFlavors by Occasion report, consumers are seeking indulgent flavors—and those treat-inspired are seeing the strongest growth in foods commonly eaten at breakfast, such as cereals, bread, and dairy.

What's trending, specifically? The flavor currently leading in cereal products (breakfast cereals and cereal & energy bars) is milk chocolate, but other flavors are on the rise. Innova reported in a press release that, over 2016-2020:
  • Cake, cookie, and pie flavors increased by a 9% CAGR.
  • Brown flavors including chocolate, caramel, and peanut butter increased 6%.
  • Cookie flavors increased by 30%.
  • Brownie flavor increased by 26%.
“While healthy options are clearly very popular at breakfast, consumers want a bit of enjoyment to start the day,” said Lu Ann Williams, Global Insights Director at Innova Market Insights, in the release. “Bakery inclusions, such as chocolate cookie pieces in breakfast cereals and cereal bars, meet that need.”

By pulling out trends in bakery, Innova suggests, companies can generate flavor and inclusion ideas that can be applied locally or to global concepts. Another opportunity: premiumization through special and indulgent-sounding flavors and tastes.