Morning Meals on the Rise: How Rising Food Costs are Shaping Breakfast Trends

Restaurant Morning Trends: A Look into Changing Consumer Habits

Recent data shows a positive shift in morning restaurant visits. According to Circana’s Eating Patterns in America report, traffic to restaurants during breakfast increased in the first quarter of 2025. This is the first rise since mid-2023. Despite ongoing economic uncertainties, food and beverage spending grew by 3% compared to the previous year. This suggests that consumers are adapting and continuing to spend on meals outside their homes.

David Portalatin, a senior vice president at Circana, notes that challenges like tariffs and immigration policy haven’t deterred spending too much. “Consumers are resilient,” he says. This resilience is visible in return-to-office policies, which have boosted office occupancy and created higher demand for convenient food options.

The report also discovered a growing interest in healthy foods, particularly high-protein items. An impressive 41% of adults are trying to increase their protein intake. In response to this trend, Starbucks is introducing new protein lattes to its menu soon.

However, not everyone is focusing solely on what to add to their diets. A “return to purity” trend is gaining traction, with many consumers avoiding artificial sweeteners and colors. Currently, 28% of adults actively exclude artificial sweeteners, while 25% are shunning artificial colors. Notable suppliers, like Campbell’s, have already removed synthetic colors from their products in response to consumer preferences.

Major fast-food chains are adjusting, too. McDonald’s recently highlighted its efforts to eliminate artificial ingredients in many menu items, aligning with this growing consumer desire for transparency and health-conscious choices.

These changes illustrate a shift in how consumers think about food. They want quick, nutritious options that fit their busy lifestyles and support their health goals. As this dynamic continues, restaurants that innovate and adapt to customer needs are likely to thrive.

To learn more about consumer food trends and statistics, you can check the full report from Circana here.

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