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As lives get busier and budgets get smaller, "mealtime" is taking on new meaning. In fact, eating routines are changing 'round the clock. According to Mintel, diners are craving breakfast outside traditional breakfast hours, making the most important meal of the day one of the hottest areas of competition in the foodservice industry. More than 460 new breakfast items were added to restaurant menus in 2009, more than in 2007 and 2008, respectively. The top thing breakfast diners told Mintel they'd like to see more of at restaurants was "all-day breakfast." Lunchtime expectations are also changing. The Center for Marketing Intelligence reports that Convenience Stores are stealing lunch dollars from fast food restaurants. With their focus on convenience and fresh prepared foods, such stores are well positioned to meet these consumer needs. And at dinnertime? The big thing is small portions. According to the NPD Group's Dinnertime MealScapes Study, while dinner is still described as a "full or complete meal" by 68 percent of consumers, nearly one-third feel dinner represents more of a "small mini meal," and two percent even view dinner as "a snack." Snack-size menu items at take-out places are also gaining traction, according to the Center for Marketing Intelligence. These items have a quality feel to consumers, who see them as a smart alternative to rampant discounting found at some fast food restaurants. This trend also goes beyond the U.S. with small, high-quality menu items that are driving traffic across all parts of the day. In addition, smaller portions appeal to older consumers who don't want and/or can't eat so much. Food marketers can address these 'round-the-clock eating trends by creating more easy-to-eat products in compact portion sizes. Sources:
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