One in 10 Americans skip breakfast: NPD Group

by Staff
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CHICAGO — Breakfast-meat processors continue introducing convenient, value-added products in hopes of getting more Americans to include meat in their morning meals. But there’s another challenge breakfast-meat processors face: one out of 10, or 31 million Americans don’t even eat breakfast, according to the NPD Group’s Morning MealScape 2011 study, which claims to delve deeply into the situational factors and attitudinal drivers impacting consumers’ food and beverage choices in the morning.

Males, ages 18-34, have the highest incidence of skipping (28 percent) whereas those adults 55 and older have the lowest incidence of skipping (11 percent for males, ages 55 and older, and 10 percent for females in this age range) among adults, the study relays. Among children, the incidence of skipping – percent of individuals who are up, but don’t eat or drink anything in the morning – increases as children age with 13-to-17-year-olds having the highest incidence (14 percent) of skipping.

Several reasons individuals give for not eating or drinking anything prior to 11 a.m. is they weren’t hungry/thirsty; they didn’t feel like eating or drinking; or they didn’t have time and were too busy. Adult females show a higher propensity to skip a morning occasion due to a time constraint, like being too busy, rushing to get out the door or running late.

Regarding consumers who do eat breakfast, three-fourths have their morning meals, snacks and beverages in their home. Approximately one in five consume foods and beverages in the morning both at-home and away-from-home on a typical day; and 14 percent of individuals have their morning meals away from home.

“With 31 million people skipping breakfast each day there is a significant opportunity for food and beverage marketers to reach these consumers,” said Dori Hickey, director, product management at NPD and author of Morning MealScape 2011. “Marketing messages emphasizing the importance of having a morning meal should be age and gender specific in order to increase their effectiveness. To convert teens, a two-pronged approach may be necessary – one that appeals directly to teenagers; the other to provide strategies for parents of teens.”
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