The message may have gotten through to consumers about the importance of breakfast to overall health. A continued focus on the daypart is expected to spur the packaged breakfast baked goods market to sales of $5 billion by 2017, according to “Packaged Breakfast Baked Goods: U.S. Market Trends.” The Packaged Facts report, which includes bagels, donuts, croissants and English muffins in its definition of breakfast baked goods, cites health concerns and a desire for convenience and portability as key driving forces influencing product developers in this particular arena.
The demand for more nutritious products has compelled manufacturers of English muffins and bagels, in particular, to reformulate their products to reduce sodium, sugar and fat. They also are delivering more natural, organic gluten-free and high-fiber options.