Consumers Desire Healthier Breakfast Options

A recent study has found that the breakfast preferences of American consumers has shifted over the past few years. Consumers are now more likely to grab a high-protien food instead of something that is more carbohydrate based, such as cereal. This is due to an overall trend towards healthier eating. Yet, according to an article from the Wall St. Journal, breakfast still continues to be a meal of convenience instead of leisure:

The standard American morning leaves little room for branching out. The leisurely scene of decades past—sipping a glass of orange juice, scanning the newspaper—has given way to an average of just 12 minutes a day for consuming breakfast, said Harry Balzer, chief food industry analyst for research firm NPD Group Inc. That is about half the time they spend on lunch (28 minutes) or dinner (24 minutes).

Societal shifts have driven the time-starved nature of the morning meal. More mothers of young children are in the workforce, putting additional pressure on families to prepare breakfast, drop off the children at day care or school and get to work. Last year, 57.3% of mothers with children under the age of one were in the workforce, up from 53.7% in 2003 and the highest level in almost 16 years, according to the Bureau of Labor Statistics.

These facts have made it so that there has emerged a new breakfast marketplace in the United States. A number  of fast-food restaurants are now offering high-protein breakfasts to consumers on the go. Also, companies such as Chobani which offer high-protien convenient breakfasts, like greek yogurt, have also experienced strong growth in the last few years. Overall, this means that consumers now have more options when it comes to choosing a convenient high-protein breakfast. This is beneficial to consumers as it can allow them to start their day off in a healthy way.

Read More- “As Cereal Slips, a New Battle Over Breakfast Dollars” (Julie Jargon and Anne Gasparro, The Wall Street Journal)

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A rising senior at Colgate University, John is currently working as a research fellow with Consumers' Research.

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