On-the-Go Breakfasts Are Booming: Bars, Drinks, and Shots on the Rise

HRA Global FMCG Consultants (3)

On-the-Go Breakfasts Are Booming: Bars, Drinks, and Shots on the Rise

Do you ever feel like you don’t have enough time in the morning to make a proper breakfast? If so, you’re not alone. The on-the-go breakfast occasion is witnessing robust growth as more and more people are heading back to the office, and demand rises for ready-to-eat food products.

Bars, drinks, and shots are all on the rise in popularity as people seek out new ways to get their morning nutrition without sacrificing time.

Breakfast on-the-go formats

Breakfast bars are especially popular among millennials who are always on the go, and the market is primarily made up of cereal bars and protein bars.

Cereal bars

Over the years, granola and muesli-based cereal bars have grown in popularity due to their taste, nutritional value, and convenience. Organic cereals bars, for example, dried fruit among others, are expected to have increasing demand during the next few years.

Protein bars

Protein bars are anticipated to grow at a significant rate on account of the rising health consciousness among consumers and the growing demand for high protein and low carbohydrate foods. This trend is expected to continue as more people look for a quick and easy way to get their daily protein intake.

What the team are eating in this category at the moment:

That’s It Apple Mango Fruit Bars

These bars only include one mango and one apple each, so you may add two extra servings of fruit to your diet without any hidden extras.

KIND Breakfast Bars

These bars have a little more fibre than most other brands at 5 grams per serving — which helps keep you fuller longer — as well as 5 grams of protein per bar.

Breakfast drinks

Breakfast drinks are also gaining popularity as an alternative to coffee or tea. This trend is being driven by busy consumers who want a quick and easy breakfast option that they can take with them on the go. But convenience isn’t the only reason people are choosing breakfast drinks. They can be helpful for those who are struggling with weight loss or looking to supplement their protein intake.

Cereal drinks

A relatively new format are RTD cereal drinks, which are a combination of milk and cereal in a bottle. These drinks are convenient, require no preparation time, and are a good source of calcium and vitamins.

Category movers and shakers – breakfast drink picks

Weetabix on the Go Breakfast Drink

This drink contains 14 grams of protein, which is ideal for those looking to boost their intake. It’s also low in sugar and calories, making it a great choice for those on a diet.

Fuel 50 Calorie Breakfast Drink

This drink is perfect for those who are looking for a low-calorie option. It contains just 50 calories per serving, as well as 12 grams of protein and 19 vitamins and minerals.


Breakfast shots are another new breakfast product that is on the rise. These concentrated doses of nutrients are perfect for busy people who want a quick and easy way to get their morning fix. Varieties include superfoods, such as acai and goji berry, and protein-packed options.

Shots that can wake you up

Boost shots are a great way to get an energy boost in the morning. They contain ingredients like caffeine, green tea extract, and guarana, which can help you wake up and start your day.

Protein shots

Protein shots are perfect for those who are looking to supplement their protein intake. They typically contain around 15-20 grams of protein, as well as other nutrients like vitamins and minerals.

Fruit and nut shots

A source of fibre, small ambient parcels of fruits and nuts like sun dried raisins, cranberries and almonds are a convenient way to fuel your body on the go. First popularised by Whitworths, they are now available everywhere under own label.

Quick without sacrificing health

The increasing trend towards healthier eating habits has also led to an increase in sales of healthy foods such as fruits and vegetables, nuts, seeds, and nut butters as a first ingredient. These foods are rich sources of vitamins and minerals as well as protein.

Alternative proteins are gaining market share at breakfast

As consumers become more interested in alternative sources of protein, plant-based proteins are gaining market share. This is especially true at breakfast as more people are looking for healthy and sustainable options.

What’s next for on-the-go breakfasts?

As more and more people are looking for convenient and healthy breakfast choices, the on-the-go breakfast occasion is expected to continue to grow. This growth will be driven by new products and formats as well as an increasing interest in alternative sources of protein.

Interested to learn more?

If you’re interested in learning more about on-the-go breakfast options, get in touch with our Head of Client Relations, Roseanna Evans at roseanna@hra-global.com


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