The trend: Breakfast foods are becoming increasingly detached from the morning daypart, signaling a broader shift in food consumption behaviors driven by generational differences, health and wellness concerns, and a desire for convenience.

Behind the trend: More people are choosing to consume breakfast items at different times of day—a trend that is particularly prevalent among younger generations.

• Among all consumers, the number of lunch occasions involving frozen breakfast products is up 18% YoY; rates among Gen Zers are slightly higher, according to Circana data cited by Conagra.
• Millennials are increasingly eating breakfast items for dinner, with occasions rising 29% YoY in the 12 months ended September 2025.

Consumers are drawn to the flavor and format of breakfast foods, as well as the growing assortment of high-protein, nutrient-dense options on the market. The breakfast category has the highest rate of newness in the food industry—16%, compared with high single-digits in other categories, according to Alie Burnet, Conagra’s director of enterprise and portfolio strategy—which is helping to draw shoppers’ attention and broaden the range of dining occasions. Affordability is also a key consideration, with products like frozen breakfast sausage experiencing a surge in sales as shoppers look for cheaper options to hit their protein targets.

The implications: Consumers’ affinity for breakfast items at all hours of the day shows that the lines between meal occasions are blurring. Shoppers are more focused on an item’s nutritional content and its value than whether it’s meant to be eaten at a certain time of day, creating an opportunity for food manufacturers to win spending with products that can fulfill a variety of needs. Rather than positioning a product as a solution to a specific need, companies should emphasize its flexibility to appeal to a broader set of consumers and expand purchase opportunities.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.