Breakfast Sandwiches Make Top 10 List for Americans in the Morning

The NPD Group Reports When Eating Out, Breakfast Sandwiches Outrank Coffee!  

Chicago, April 18, 2013—Breakfast sandwiches have booted bacon to make it to the top 10 list of foods Americans eat at breakfast.  According to The NPD Group, a leading global information company, breakfast sandwiches are ranked 10th on the list for the first time since 1985 when The NPD Group began tracking it.

Top 10 Items Americans Consume for Breakfast

In-Home and Away-From-Home Share of All Base Dish Eatings (excludes additives and ingredients)

1 Coffee 14.70%
2 Cold Cereal 13.60%
3 Fruit Juice 10.50%
4 Milk 7.30%
5 Bread 6.60%
6 Eggs 6.10%
7 Fruit 6.00%
8 Hot Cereal 3.80%
9 Tea 2.50%
10 Sandwiches 2.20%

Source: The NPD Group's National Eating Trends | In-Home and Away-From-Home Database | Year Ending Feb. 2012

“The beauty of the breakfast sandwich is that you can get that 1950’s breakfast of eggs, toast, cheese and meat all in one and you can walk out the door if you want to. That is key because Americans are eating more breakfast meals in their cars than ever before!” says Harry Balzer, chief industry analyst at NPD and author of the annual Eating Patterns in America.

“For breakfast we focus so much on coffee, which was always number one, but what has really changed in the America’s eating habits is the breakfast sandwich. When eating out, breakfast sandwiches now rank higher than coffee!” says Balzer.

People are getting their sandwiches on the go, rather than making them at home. For the year ending November, 2012, 46 percent of all breakfasts (excludes morning snacks….just breakfast) ordered at a restaurant include a sandwich. That number includes breakfast sandwiches, 34 percent, breakfast wraps, seven percent and burgers/other sandwiches, four percent. By comparison, 42 percent of all breakfast meals ordered at restaurants include coffee. The importance of the breakfast sandwich continues to grow. It is the fastest growing item at restaurants for breakfast. In 1989, 23 percent of all breakfasts ordered from a restaurant included a breakfast sandwich (this includes traditional sandwiches ordered for breakfast). By comparison, coffee is shrinking as a share of breakfast; 51 percent of breakfasts purchased at restaurants in 1989 included coffee.

“Sandwiches are now among the most popular foods at all meal occasions…breakfast, lunch and dinner. To understand the American diet, it is important to understand what sandwiches really give us!” say Balzer.

Harry is available to comment on what’s behind the numbers and what’s happening with the American diet. Harry appears regularly on radio and Television and in print. The NPD Group has been tracking Americans’ dieting habits for nearly 30 years.

National Eating Trends® (NET®)
The NPD Group's National Eating Trends® (NET®) has been continuously tracking the eating habits of U.S. consumers since March 1, 1980.  The annual NET sample consists of 2,000 households containing approximately 5,000 individuals. The sample is divided into fifty-two sub-samples and each week a group of nearly sixty households begin recording all the foods and beverages consumed by all household members. Each household maintains a daily "eating diary" for two weeks.

Consumer Reports on Eating Share Trends (CREST®)
The NPD Group's CREST® (Consumer Reports on Eating Share Trends) research continuously tracks how consumers use commercial and non-commercial restaurants and foodservice outlets, and has tracked consumer purchasing and consumption patterns in commercial restaurants since 1975. In the U.S. CREST accesses a representative sample of the population on a daily basis to ask them what and where they ate yesterday. About 2300+ consumers complete the CREST survey daily and of those about 40% had a meal or snack away-from-home the day before. In addition to the United States, CREST also tracks consumer foodservice usage in Australia, Canada, China, France, Germany, Italy, Japan, Spain, and the United Kingdom.

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