Longer breakfast hours, brunch, mid-morning snacks, afternoon snacking and aperitivo are playing a growing role in European foodservice. Out-of-home consumption is becoming more evenly spread throughout the day and less tied to the traditional lunch and dinner dayparts.
For producers and distributors, this shift creates more opportunities to offer bakery products, coffee, snacks, cheeses, cured meats, preserves, desserts and easy-to-prepare dishes. To capture these opportunities, however, companies need to build assortments that match the consumption occasion, the type of outlet and the resources available in the kitchen.
Out-of-home consumption is spreading across the day
According to Circana's latest forecasts, foodservice spending is expected to grow by 3% in 2026 in both Europe and the United States. Behind this growth are structural changes affecting where, when and why consumers eat out.
In Europe, demand is gradually shifting away from main meals toward in-between occasions such as mid-morning, brunch and mid-afternoon. This trend is being driven by more flexible working hours, lifestyles increasingly centered on out-of-home consumption and a growing tendency to eat on several smaller occasions throughout the day.
As a result, beverages and snacks are taking on a more important role. Premium coffee, functional drinks, alcohol-free options, convenient products and small moments of indulgence can drive visits that would previously not have been associated with a full meal.
The shift is also visible in Mediterranean markets. A recent NIQ analysis highlights the growth of all-day dining, a model in which bars, cafes, bistros and other outlets broaden their offerings to cover multiple dayparts.
Breakfast and brunch are gaining ground
The growth of out-of-home breakfast and brunch is creating opportunities for products that can be served quickly, combined in different ways and used at several points throughout the day.
Within the bakery category, the assortment may include croissants, cookies, pre-portioned cakes and other baked goods. A product that is pre-portioned or easy to reheat or finish on site allows an outlet to expand its menu without the need for full in-house production.
Alongside sweet options, there is room for sandwiches, filled focaccia, savory bakery products and small dishes featuring cheeses, cured meats or preserves. As a result, the line between breakfast, brunch and a light lunch is becoming less defined.
For distributors, it is also important to consider how products work together. Coffee, bakery products, spreads, jams and juices can be presented as a coordinated solution rather than as stand-alone SKUs. This makes it easier for an outlet to build a recognizable offering and calculate the overall cost of the service.
Snacking and afternoon breaks are becoming stand-alone sales opportunities
Mid-morning and the afternoon can become distinct consumption occasions, driven by the need for energy, convenience, social interaction or indulgence.
The assortment may include savory snacks, single-serve bakery products, nuts, small desserts, gelato, hot drinks and specialties that pair well with coffee. Smaller portions of products traditionally associated with lunch can also be repositioned for quicker consumption.
Portion size is critical. A product designed for a full meal may be too filling for an in-between occasion, while a single-serve item or a small combination can encourage impulse purchases and pairing with a beverage.
Service speed also matters. During these in-between occasions, customers may have less time available and be less willing to wait. Ready-to-serve, pre-portioned or quick-to-assemble products help outlets maintain a broad offering without slowing down operations.
Aperitivo is moving closer to a meal occasion
In Mediterranean markets, aperitivo remains closely linked to socializing and beverage consumption, but it is taking on a broader role. Earlier evening outings and demand for less formal occasions are supporting offerings that can replace, at least in part, dinner.
This creates significant opportunities for cheeses, cured meats, olives, vegetable preserves, sauces, baked goods and regional specialties. For foodservice operators, the value lies in their versatility and in the ability to create sharing boards, small plates and combinations that can easily be adapted to different group sizes and spending levels.
Evening venues that are expanding their food offerings need products that ensure consistency, portion control and reduced waste. Resealable foodservice packs, ingredients with a good shelf life once opened and components that can be used across multiple recipes may therefore be particularly attractive.
A distributor can support its customers by offering more than a catalog, providing pairing ideas, portion guidance and suggestions for using products across different menus. This approach makes it easier to introduce less familiar products and helps outlets understand the potential margin of each offering.
Greater attention to diets and specific needs
The fragmentation of consumption occasions is also accompanied by a wider range of dietary needs. Circana reports that 40% of Europeans say they follow a specific diet; the share rises to 58% among Generation Z and younger Millennials. In addition, 24% of consumers say they have switched venues because they could not find suitable options.
For foodservice operators, extending service across more dayparts without taking these needs into account may limit the effectiveness of the new offering. Assortments should include a manageable number of alternatives that are clearly identifiable and compatible with the outlet's operational capabilities.
High-protein products, plant-based options, gluten-free or lactose-free items and lighter portions can broaden the potential customer base. However, information on ingredients, allergens and preparation methods needs to be complete and easy to transfer from producer to distributor and from distributor to foodservice operator.
Products that are easy to manage with limited staff and equipment
All-day dining extends service hours and may require operators to manage several consumption occasions at the same time. Not all outlets, however, have a fully equipped kitchen or specialized staff available throughout the day.
To become part of these assortments, products also need to meet clear operational requirements:
- preparation, reheating or finishing in just a few steps;
- simple and consistent portioning;
- compatibility with compact ovens, griddles and existing equipment;
- good shelf life once opened;
- the ability to be used across different occasions and recipes;
- clear information on yield, costs and service times.
The same product can deliver greater value when it can be used at breakfast, brunch and during aperitivo. This versatility reduces the number of products operators need to manage and makes menu expansion more sustainable.
The role of producers and distributors
For producers, the growth of in-between occasions requires an assessment of formats, portions and possible uses. Even a high-quality product may struggle in foodservice if it takes too long to prepare, generates excessive waste or lacks instructions suited to professional use.
For distributors and importers, knowledge of the channel becomes just as important as product selection. A coffee-focused outlet, a bakery cafe, a bistro and an evening venue can all benefit from the same trend, but they require different assortments.
The growth of all-day dining therefore shows that the boundaries between traditional meal occasions - breakfast, lunch and dinner - are becoming more flexible. For Italian food, with its wide range of products suited to sharing, small portions and pairings, this development can open up new commercial opportunities throughout the day.
