Breakfast Breakthroughs - Pancake & Waffle Trends

Pancakes & waffles are having a moment, born from a culmination of trends and circumstances: world waffle-esque enthusiasm, work-from-home breakfasts, TikTok recipes, new product innovation, and joy filled foods. The increase in brands on shelf or DTC - along with the huge number of new SKUs in both the kid and adult/family food space - shows just how popular they are.  Here’s our rundown of what’s happening and who’s showing up.

Waffle World

For some, the spongy griddled flat and familiar cakes of Sunday mornings are no longer enough. Waffles and their breathern from around the world are much more intriguing and have that certain je ne sais quois. Nordic waffles, Belgian waffles, Liege waffles, French crepes'/pancakes and Aebelskivers are all forms of European breakfasts, but use different leaveners and sources of acidity. Many of these styles have shown up in-store, in mixes, in the freezer aisle, or as shelf stable products so consumers can taste the world!

New Product Innovation

There is a new wealth of product innovation - pancake cups, gluten & allergen free or low-glycemic mixes, CBD infused, mixes using up-cycled grains, and even pooch pancake mix.

Waffle From Home

With so many adults working from home, the time allotted to make oneself or a family breakfast has increased. Combined with lengthy WFH plans and quarantines, and the need to experience pleasure and escapism - even in small doses - it’s natural to shake things up and explore the breakfast landscape. Waffles and their kin are filling, easy to make sweet or savory, and with the trend of the mini-waffle maker via waffleTok, it’s easy now to make just a little snack or small breakfast.

WaffleTok

TikTok is known for its niche communities and content including all manner of food recipes, combinations, personalities and must-make-it trends. WaffleTok is no different. Tiny waffle makers recently rose to the top of the inspiration chain and creators with ingenuity have made everything from waffle tacos to waffled ramen and waffled sugar cookies. The whole point of the niche is to be creative and experiment so you can surprise and delight your audience.

Joy Filled Food

In a culture that’s been deprived of dopamine hits from regular activities and fun, joy filled food satisfies that craving for fresh, unexpected twists, color, nostalgia and creativity. Full of optimism and even silliness, these products may seem kid but they’re for everyone’s awesome inner child. Brands with allergen considerations or lifestyle choices (CBD infused birthday cake pancakes) round out the category.

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With the continuation of low carb/no carb diets perhaps few saw the potential in a waffle pancake resurgence but some forward leaning innovators have filled the space with fun, easy and photogenic ways to serve up something satisfying and special for breakfast.