Americans don’t have time to eat breakfast. A national eating trends time study found the number of Americans skipping breakfast is on the rise due to busy lifestyles.*

  • According to the survey, all age groups skip breakfast more often than they did five years ago, but the most significant amount of breakfast skippers are children ages 6-12.
  • Working moms are less likely to prepare breakfast, with only 27 percent reporting they prepared breakfast during the eating trends time study.
  • The study cites meal preparation and time involvement as key issues at breakfast time.

The study also reports a trend towards simplifying breakfast including number of items served and use of appliances.

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  • Toasters and toaster ovens are the most used kitchen appliance for breakfast preparation – replacing stove top and oven cooking.

Traditional breakfast foods, such as bacon, eggs and waffles, are made on weekends when people have more time to cook.

Although people are rushed for time, almost 80 percent of all breakfasts continue to be made at home.

The growing items for breakfast are portable.

  • Twenty seven percent of kids carry breakfast to school, camp, practice, etc.
  • Women, more often than men, report doing multiple tasks such as talking on the phone, watching TV, washing dishes, while eating breakfast.**

After cereal, bread-oriented products are the second largest breakfast category.

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  • Younger children are the heaviest eaters of waffles, pancakes and French toast.

Waffles are one of the top 10 favorite breakfast foods.

  • Kellogg’s Eggo waffles are America’s best-selling frozen waffle.***

*Source: The national eating trends time study panel was conducted by the NPD Research Group and consisted of 2,000 U.S. households containing 5,200 individuals who maintained a daily eating diary for two weeks.

** Source: Online survey of 2,000 respondents ages 25 to 34 conducted in August 2000 by NFO Research Inc.

*** Source: Information Resources, Inc.

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