Foods Consumed During Breakfast “Eating Occasions” Vary Widely Among Americans

Market researcher NPD Group reports that only one in five “eating occasions” experienced by Americans before 11:00 a.m. consist of a complete or full breakfast meal. Forty-three percent of breakfast-time occasions consist only of a beverage, such as coffee, but no food. Other such occasions include a small or mini meal (24 percent) or a snack (11 percent). About 38 percent of Americans limit themselves to one morning eating or drinking occasion, but 41 percent consume a small early morning meal and then a late morning beverage. NPD says knowing about morning eating occasions “helps food manufacturers size the morning opportunity …”