FEATURE/NPD Reports Americans are Eating More Breakfasts On the Go; Skipped Breakfasts Also on the Rise.Features & Food Editors FEATURE... PORT WASHINGTON Port Washington, uninc. town (1990 pop. 15,387), Nassau co., SE N.Y., a suburb of New York City, on the north shore of Long Island and Manhasset Bay. There is extensive manufacturing, much of it reflecting the region's past association with the aircraft and aerospace , N.Y.--(BUSINESS WIRE FEATURES)--Nov. 16, 2000 More Americans are eating breakfast on the go than ever before. In fact, last year more than one out of five Americans ate breakfast away from home or skipped it, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. leading marketing information provider The NPD Group The NPD Group, Inc. is a leading global market research company[1] founded in 1967 and provides consumer and retail information to manufacturers and retailers. Using actual sales data from retailers and distributors as well as consumer-reported purchasing behavior, NPD , Inc. On-the-go and skipped meals accounted for 21% of all breakfasts last year, compared to 17% in the early `90s. And an average of 73 breakfast meals per person were either eaten away from home or missed completely in 1999. Findings are reported in the firm's latest Breakfast Book, which compares 1999 breakfast consumption patterns with the decade earlier. Information was collected from more than 2,000 nationally representative households. One of the key drivers for this trend is the increasing popularity of foods that are easy to eat and transport, such as yogurt yogurt: see fermented milk. yogurt Semisolid, fermented, often flavoured milk food. Yogurt is known and consumed in almost all parts of the world. , breakfast snack bars and bagels. Fruit is the most popular carried breakfast food. However, breakfast snack bars have seen the largest increases among carried morning foods. They are now part of 6% of all carried breakfasts, twice as many as in 1990. TOP 10 CARRIED BREAKFAST FOODS Percentage of carried breakfast meals including: 1. Fruit 24 2. Breakfast/Snack Bars 6 3. Cookies/Brownies 6 4. Yogurt 5 5. Bagels 4 6. RTE Cereal 4 7. Sandwiches 4 8. Toaster Pastries 1 9. Donuts 1 10. Muffins 1 Not surprisingly, given the growing popularity of eating on the go, NPD NPD New Product Development NPD Nouveau Parti Démocratique (Canada) NPD Narcissistic Personality Disorder NPD Norwegian Petroleum Directorate NPD Nationaldemokratische Partei Deutschlands reports that restaurants are preparing more of our breakfast meals for us. While the number of meals eaten at a restaurant remains constant, people are picking up more breakfast meals on the go and eating them elsewhere. The popular breakfast sandwich A breakfast sandwich is a sandwich served at breakfast. Breakfast sandwiches typically are made using breakfast meats, breads, eggs and cheese. These sandwiches were typically regional specialties until fast food restaurants began serving breakfast. served at most fast food restaurants reigns as America's favorite grab-and-go morning food. TOP 10 RESTAURANT BREAKFAST FOODS EATEN OFF PREMISE 1. Sandwiches 2. Donuts 3. Soft Drinks 4. Potatoes 5. Bagels 6. Eggs 7. Pancakes 8. Sausage 9. Biscuits 10. Cereal Finally, while most people still eat breakfast, Americans are skipping breakfast more often. Skipped breakfast meals increased to 49 meals per person, up from 42 meals per person in 1990. The average person skips approximately one breakfast meal a week. NPD found that people of all ages are skipping breakfast more than they did years ago. Children 6-12 and young adults 18-34 lead this trend with the largest increases in skipped meals within the past few years.
BREAKFAST MEALS SKIPPED BY AGE GROUP
Annual Skipped Meals Per Capita (Person)
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< 6 6-12 13-17 18-34 35-49 50-64 65+
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1996 12 17 59 73 57 27 10
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1999 20 30 63 87 63 36 13
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"Americans are having their breakfast on the go, or just plain skipping it more than we did a decade ago," says Arnie Schwartz, vice president of National Eating Trends at The NPD Group, Inc. "Meal preparation time will always be a key issue at breakfast. Ready-to-eat and ready-to-serve foods and beverages continue to grow in importance. Food manufacturers and restaurant retailers who take advantage of this need for convenience will benefit." About the Study The NPD Group's National Eating Trends(R) panel is the primary source of data for this study. The National Eating Trends (NET) service has tracked the eating habits of Americans since March 1981 capturing all foods and beverages regardless of where they're eaten. NET's annual sample consists of 2,000 households containing approximately 5,200 individuals. The panel is demographically and geographically balanced to U.S. Census Bureau Noun 1. Census Bureau - the bureau of the Commerce Department responsible for taking the census; provides demographic information and analyses about the population of the United States Bureau of the Census statistics each year. About The NPD Group, Inc. The NPD Group is an international marketing information company headquartered in Port Washington, NY. Founded in 1953, the firm specializes in providing insight into consumer purchasing and behavior via both Internet-based and traditional research methodologies, including online and offline consumer panels and point-of-sale tracking. NPD offers proprietary databases and research expertise in more than 20 industries, including apparel, automotive products, consumer electronics, cosmetics and fragrances, financial services The examples and perspective in this article or section may not represent a worldwide view of the subject. Please [ improve this article] or discuss the issue on the talk page. , food, foodservice, footwear, housewares house·wares pl.n. Cooking utensils, dishes, and other small articles used in a household, especially in the kitchen. , information technology, interactive entertainment, new media, Pharmaceuticals, toys, and more. The firm also offers a full range of analytical analytical, analytic pertaining to or emanating from analysis. analytical control control of confounding by analysis of the results of a trial or test. tools for ad hoc For this purpose. Meaning "to this" in Latin, it refers to dealing with special situations as they occur rather than functions that are repeated on a regular basis. See ad hoc query and ad hoc mode. research. NPD is the developer of the revolutionary Web audience measurement technology now marketed by its successful spin-off The situation that arises when a parent corporation organizes a subsidiary corporation, to which it transfers a portion of its assets in exchange for all of the subsidiary's capital stock, which is subsequently transferred to the parent corporation's shareholders. Media Metrix, Inc. NPD has offices and affiliations in 36 countries, covering North America North America, third largest continent (1990 est. pop. 365,000,000), c.9,400,000 sq mi (24,346,000 sq km), the northern of the two continents of the Western Hemisphere. , South America South America, fourth largest continent (1991 est. pop. 299,150,000), c.6,880,000 sq mi (17,819,000 sq km), the southern of the two continents of the Western Hemisphere. , Europe, Asia and Australia. For more information on The NPD Group, visit http://www.npd.com. |
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