GlobalData spots scope for drinkable meals
According to GlobalData, replacing solid food with drinkable meals that can be consumed easily on the go is an innovation opportunity that brands are starting to tap into.
The majority of consumers spend less than 30 minutes eating any single meal; and fewer than half spend longer than 15 minutes on breakfast – also the most skipped meal of the day.
Melanie Felgate, consumer analyst at GlobalData, comments, “While meal replacement drinks are not a new concept – particularly within the weight loss space – they are becoming more acceptable in the mainstream to fuel busy lifestyles.
“The ’drinkable meal’ opportunity is most pertinent at breakfast and lunch, where consumers – especially those of working age – spend the least amount of time eating meals.”