As Number Employed In the U.S. vs Carried-From-Home Breakfasts

As Number Employed In the U.S. Increases So Does Carried-From-Home Breakfasts, Reports NPD

Chicago, January 21, 2014 — Up until 2008 and the Recession carried-from-home breakfasts were on the rise, but as the Recession took hold and unemployment rose, carrying breakfast items from home began to decline, according The NPD Group, a leading market research company. Now with the economy recovering and more employed NPD’s food and beverage market research is finding a slight uptick in carried breakfasts and predicts this behavior to grow in 2014.

Carrying breakfast from home is predominantly an adult behavior, especially among adults who are employed full-time. The peak start time for consuming a carried breakfast is 8:00 a.m., and these occasions are nearly three times more likely to occur on a weekday when adults are commuting to work, finds NPD. Breakfasts look different when adults carry their breakfast versus when they eat in the home. Cold cereal, fruit juice, toast, and hot cereal are among the items consumed at in-home breakfasts whereas carried-from-home breakfasts include grab-and-go items like fruit, coffee, snack bars, and yogurt.

“With over 3 billion occasions in the U.S. annually, carrying breakfast from home is a sizeable behavior representing a significant opportunity for manufacturers and retailers,” says Darren Seifer, food and beverage industry analyst. “Adults are looking for nutritious, easily portable breakfast foods and beverages that they can have on hand. Marketers need to take a closer look at these consumers and make sure their needs are being met with current offerings.”

Related Press Releases

April 3, 2018

Foodservice Delivery in U.S. Posts Double-Digit Gains Over Last Five Years With Room to Grow

March 21, 2018

Gen Zs Are Discerning Grocery Shoppers with an Eye for Organic and Real Foods

March 13, 2018

In a Slow Market, U.S. Restaurant Operators Step it up by Offering Customers Digitally-Enabled Convenience

February 22, 2018

Tis the Season of Lent and Seafood Consumption But Consumers Are Catching On to The Benefits of Eating Shellfish All Year Long

Press Contact

Kim McLynn


The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

Want more?

Complete this form to hear from NPD.


Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View our privacy policy.

Follow Us

© The NPD Group, Inc.