Americans are increasingly obsessed with breakfast
By Sarah Sutton • May 17, 2016
More Americans are apparently finding that old adage about breakfast being the most important meal of the day to be true, at least according to a new report by market research firm NPD Group. In its tracking of consumer eating behaviors, NPD found that breakfast and morning snack consumption is forecast to grow faster than the U.S. population over the next few years. NPD estimates breakfast consumption (both in and away from home) will grow by five percent through 2019 — ahead of the expected population growth of four percent. Fast food restaurants are partly driving the trend. NPD’s report says that morning meal visits to quick-service restaurants increased five percent over the last year, on top of a three percent increase in the prior year. For consumers, convenience and affordability are key — breakfast foods showing the most growth include breakfast sandwiches and portable foods, like yogurt and cereal bars.