31 Million U.S. Consumers Skip Breakfast Each Day, Reports NPD

Chicago, October 11, 2011 —Although most U.S. consumersbegin their day with breakfast, one out of 10, or 31 milliondon’t, according to a recent food market research study conducted by The NPD Group, a leading marketing research company. 

NPD’s Morning MealScape 2011 study, which delves deeply into the situational factors and attitudinal drivers impacting consumers’ food and beverage choices in the morning, finds that males, 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. Among children, the incidence of skipping —percent of individuals who are up, but don’t eat or drink anything in the morning—increases as childrenage with 13-to-17-year-olds having the highest incidence (14 percent) of skipping.

Percent of Adults, By Gender, Who Skip Breakfast

  Males Females
18-34 years old 28% 18%
35-54 years old 18% 13%
55+ years old 11% 10%

Source: The NPD Group/Morning MealScape 2011

Among the reasons individualsgive for not eating or drinking anything prior to 11 a.m. is that they weren’t hungry/thirstyor didn’t feel like eating or drinking. Other top reasons are that 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.

For those who do eat a morning meal,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 daythere is a significant opportunity for food and beverage marketers to reach these consumers,” says 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 genderspecific 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.”

Methodology:
NPD’s Morning MealScape2011study was fielded daily online from January 10 through March 7, 2011 and included 27,179 participants, both adults and children (parents answered on behalf of their children, age 2-5). Participants reported on yesterday’s consumption behavior from the time they got up until 11:00 a.m.


Related Press Releases

The Flexibility of On-Demand Meal Kits Strikes a Chord with Consumers
The Flexibility of On-Demand Meal Kits Strikes a Chord with Consumers

Although a subscription-based meal kit delivery service doesn’t appeal to a broad segment of the population, the meal kit concept does and with increased availability of the kits at grocery stores, online, and in restaurants, a greater number of consumers are using meal kits, reports The NPD Group.

Portion-Control Salad Dressing Catches Tailwind of Foodservice Delivery Boom
Portion-Control Salad Dressing Catches Tailwind of Foodservice Delivery Boom

Foodservice delivery sales grew by 20 percent over the past 5 years and riding on this boom is portion-control salad dressing, a delivery order staple.

Aging U.S. Consumers Slow Down Food And Beverage Consumption Making It A Battle for Market Share
Aging U.S. Consumers Slow Down Food And Beverage Consumption Making It A Battle for Market Share

The aging population and corresponding changes in life stage will contribute to the decline in total eating occasions on a per capita basis in the U.S., according to The NPD Group’s recently released Eating Patterns in America.

What’s Life Stage Versus Generational Behavior When It Comes to Dinner Planning? Millennials Are Showing Us The Difference.
What’s Life Stage Versus Generational Behavior When It Comes to Dinner Planning? Millennials Are Showing Us The Difference.

It’s a common oversight not to age generations or recognize how life stage can impact behavior. To understand the difference between generational and life stage behaviors enables food companies and foodservice operators to develop products and marketing messages that are more relevant to their target consumer audiences.


Press Contact

Kim McLynn
847-692-1781
kim.mclynn@npd.com

@npdfood

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

Want more?

Complete this form to hear from NPD.


npd.com | © 2018. The NPD Group, Inc.

Follow Us on