Putting on an ‘Instagramable’ spread
SOCIAL media can have a huge effect on consumer trends across categories – from hospitality chefs making more use of ‘Instagram-friendly’ ingredients, to influencers shaping fashion trends.
Breakfast is no different, as many consumers share their morning culinary creations with followers.
“The popularity of the ‘Instagramable’ meal, particularly brunch, is helping to evolve traditional morning meals as consumers look for versatile ingredients – such as Nutella – to add a layer of excitement and visual appeal,” he said.
According to Boorer, consumers spending more time on meal preparation during lockdowns has led to a rise in creativity at breakfast, which is good news for brands like Nutella.
“We saw consumers spending longer preparing meals, with the average breakfast taking seven and a half minutes, as shoppers sought to get creative and try something a little less ordinary, such as croissants, crumpets or waffles.
“A key strength of Nutella is its versatility, helping shoppers to transform dishes, adding flavour to breakfast without necessarily investing a great deal of time,” he said.