What’s for breakfast? Increasingly, it’s not a traditional meal of cereal and milk or bacon and eggs served at home. Instead, grab-and-go nutritional and performance drinks are a popular meal option. That’s a threat to dairy companies, especially those that make milk, cheese and yogurt.
According to a survey by the Chicago-based market research firm Mintel, 39% of consumers use nutritional and performance drinks as a replacement for breakfast. What’s more, three in five (58%) consumers currently use nutritional and performance drinks as a meal replacement and 48% consume them as part of a meal, up from just 20% who used nutritional drinks as a meal supplement in 2012.