Redefining Breakfast: Key Trends Reshaping the First Meal of the Day...

Breakfast is being redefined as functional fuel, with search trends shifting toward lean, high-protein, and health-forward choices…

Searches for protein-packed options are surging by +58% and interest in healthy choices up +27%.
Dietary preferences are shifting towards plantbased (+21%) and ‘free-from’ alternatives, with significant growth in searches for...

• Sugar-free +34%

• Dairy-free +17%

• Gluten-free +16%

While growth remains steady, searches containing 'how to make' account for 50% of all queries...

People are actively seeking practical, at-home ways to prepare functional, health-focused breakfasts

Breakfast trends are shifting from convenience to function, flavour, and global inspiration. ‘How to make’ dishes like Acai Bowls (+67%), Shakshuka (+54%), Omelettes with Spinach (+42%), and Turkish Menemen (+41%) are seeing significant search growth.

On TikTok, Mornings that fuel your body and elevate your health are trending

Rich in fiber, antioxidants, and natural energy, these homemade breakfasts offer a balance of complex carbs, protein, and healthy fats to keep you full & focused for longer.

TikTokers are serving up dinner-inspired breakfasts

Savory dishes with global roots are taking over mornings—rich in spices, protein, and plant-powered goodness. Sharing common nutrient-rich ingredients like eggs, tomatoes, peppers, and beans, they’re loaded with protein, healthy fats, fiber, and essential vitamins.

Searches for protein-rich breakfasts are up +58%, reflecting growing demand for functional morning meals...

Overnight oats and banana bread recipes are trending as top protein search drivers

Global flavours & cottage cheese: emerging stars in the high-protein breakfast boom

Natural sources of morning wellness: plant-based breakfasts and mushroom coffee are rising in popularity…

From labels to lifestyles: consumer search trends shift from 'vegan' to flexible dietary choices

While 'Vegan' remains a trending topic on TikTok—accounting for just over a third of content views—consumer search behaviour tells a different story. Interest in strict dietary labels like 'vegan' (showing flat growth) and 'vegetarian' (down -6%) is declining. Instead, consumers are gravitating toward more flexible, lifestyle-driven choices, with searches for 'plant-based' up +21% and 'dairy-free' up +17% year-over-year.

Mushroom coffee is emerging as a morning essential, offering sustained focus without the caffeine crash

Health-conscious consumers are prioritizing beverages that support focus, sustainable energy, and well-being over traditional caffeine spikes. Mushroom coffee (+20%) is gaining traction for its natural stress-reducing properties and gut health support.

Metabolic health in focus: vitamins tied to digestion, weight, and hormone support gain traction…

Metabolism trends signal a shift toward root-cause wellness

While weight loss still tops search volume, consumers are shifting focus to the systems that support overall wellness—gut health, hormone balance, and digestion. Searches reflect this move toward root-cause wellness, with notable year-over-year increases in:

• Digestion +31%

• Hormone balance +23%

• Gut health +17%

• Bloating +16%

Trending ingredients have multifunctional benefits for weight loss, digestive health, and hormonal balance

From trends to strategy | Capitalize on emerging opportunities…

1. Functional fuel & protein powered | Health-focused morning meals high in protein, that promote strength, satisfy hunger, and align with wellness goals.

2. Root-cause solutions for lasting Metabolic health | People are ditching symptom fixes and tackling root imbalances for lasting change—supporting weight, gut health, and hormonal balance from the inside out.

3. Breakfast & coffee as intentional wellness rituals | From grab-and-go to pause-and-nourish — consumers are seeking functional fuel. They're ditching sugar, dairy, and caffeine overload for natural, benefit-packed alternatives.

4. Global influence: savoury, hearty breakfast evolutions | Global flavours are transforming mornings with hearty, spicy, egg-centric dishes that pack in protein and bold, worldly flair