Give ‘morning people’ a healthy destination to start their day, and they may reward you with bigger checks and steady a.m. visits that result in greater store sales.  Heck, they may even pick up a bagged lunch for later too, if it meets their healthier standard.

Plenty of people are up early and hungry - hospital, police and fire protection shift workers, landscapers, construction teams, newspaper deliverers, sunrise exercisers and commuters.  

To click with ‘morning people,’ keep in mind a new study in the Obesity journal, which says they follow healthier diets than ‘evening type’ people.  To appeal to this audience, why not bring the same meal creativity to breakfast as you do for lunch and dinner? Expand beyond the coffee-and-donut crowd to drive potential new revenue streams.

A research team led by Mirkka Maukonen, of the National Institute for Health and Welfare at the Department of Public Health Solutions in Helsinki, found that ‘morning people’ eat earlier in the day and healthier throughout the day.  By contrast, ‘evening people’ eat less protein overall, and more sucrose in the morning, and more sucrose, fat and saturated fatty acids in the evening.

“Linking what and when people eat to their biological clock type provides a fresh perspective on why certain people are more likely to make unhealthy food decisions,” adds Courtney Peterson, PhD, of the University of Alabama at Birmingham.  “Early birds may have an extra advantage over night owls when it comes to fighting obesity, as they are instinctively choosing to eat healthier foods earlier in the day.”

With the right approach, grocerants can awaken this market to the convenient ways they fulfill the objectives of ‘morning people.’