Breakfast in America

Breakfast in America


At Kellogg we believe that great breakfasts lead to great days. And we’re passionate about helping everyone start each morning off right.


To better do this, we wanted to find out what matters to you and what role breakfast plays in the lives of you and your family. So we asked. And 14,594 people answered one of the largest surveys ever conducted on the subject of breakfast and the morning mealtime routine.


Questions ranged from the simple, such as, “How often do you eat breakfast?” and “What is your ‘go-to’ breakfast for your child?” to the more complex “What are the repercussions of missing breakfast?”


With each answer came deeper insight into Americans’ attitude about their morning habits. Why we eat what we eat for breakfast. Understanding the barriers that might keep us from enjoying breakfast. And the ways in which we overcome those breakfast barriers.


More than anything, we found that while the vast majority of people feel breakfast is important, the reality of hectic mornings makes it difficult to fit the meal in every day. And even though moms report a desire to see their kids relax in the morning and concentrate on eating breakfast, many kids are too busy watching television, getting their homework done or getting ready for school to do so.


In fact, nearly all moms surveyed (89 percent) said that they want their kids to eat breakfast every day, but 40 percent of moms reported that their child does not eat breakfast daily.


And while nearly all toddlers and preschool-age children are eating breakfast, consumption of breakfast dips as American children grow older; 77 percent of young children eat breakfast every day, but the number falls to 50 percent in the middle-school years and 36 percent among high school students.


This trend continues even into adulthood. More than half (54 percent) of the respondents stated that they would like to eat breakfast every day. But in reality, only one-third (34 percent) actually take time to eat a morning meal.


So what does all this mean?


By asking these questions, we’re able to better understand the needs of you and your family. And in doing so, we can continue to provide a variety of thoughtful, wholesome and delicious ways for everyone to realize the power of breakfast — to taste the potential of every day.