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Only 34% of Americans Eat Breakfast

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BATTLE CREEK, Mich.While the majority of Americans understand breakfast is the most essential meal of the day, only 34% actually make time to get their morning sustenance because they are crunched for time, according to results of a Kellogg-sponsored survey on breakfast and the morning mealtime routine.

The survey consisted of more than 14,000 respondents across varying ethnicities, income levels, geographic regions and ages, found that while 54% of all adult respondents would like to eat breakfast every day, only 34% actually do. Data also revealed 89% of moms want their kids to eat breakfast every day; however, 40 percent report their child doesn't eat breakfast daily.

While nearly all toddlers and preschoolers are eating breakfast, consumption of breakfast falls as American children grow older; 77% of young children eat breakfast every day, but the number dips to 50% in the middle-school years and 36% among high school students. Moms report a desire to see their kids relax in the morning and concentrate on eating breakfast; however, many kids are too busy watching television, getting their homework done or getting ready for school to do so.

"We've all heard breakfast is the most important meal of the day," said Dr. Laura Jana, pediatrician and award-winning author of Heading Home with Your Newborn and Food Fights." "And that's for good reason. After sleeping, we need to refuel our brains and bodies for the day. Without a healthy breakfast, we simply are not as likely to function at our best."

To combat this trend and bring nutrition back to the breakfast table, Kellogg has convened the Kellogg Breakfast Councilseven third-party nutrition experts dedicated to helping people understand nutrition information, and incorporate nutritious foods and habits into the diet. Jana is a member along with six other experts in the fields child and school nutrition; food security; weight management; public health; family and consumer science; and boomer health.

"Kellogg understandswe're parents, too, and we are committed to providing moms a variety of cereals that help make mornings simple while offering nutrition, taste and value," said Doug VanDeVelde, senior vice president, morning foods marketing and innovation. "At Kellogg's, we know great breakfasts lead to great days, and we are passionate about sharing that message and helping people start each morning off right."

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