NPD Group: 31 Million Skip Breakfast

CHICAGOSome 31 million Americans are missing out on the most important meal of the day, according to Morning MealScape 2011," a new study from The NPD Group. While this represents just one out of 10 U.S. consumers, it still presents great opportunity for the food industry.

With 31 million people skipping breakfast each day there is a significant opportunity for food and beverage marketers to reach these consumers," says Dori Hickey, director, product management at NPD and author of the study. Marketing messages emphasizing the importance of having a morning meal should be age- and gender-specific in order to increase their effectiveness. To convert teens, a two-pronged approach may be necessaryone that appeals directly to teenagers; the other to provide strategies for parents of teens."

Overall, the study revealed that males skip breakfast more often than females, and males between the ages of 18-34 have the highest incidence (28%) of skipping their morning meal. Women over the age of 55 skip breakfast the least (10%).

The study also noted that, for those who do eat breakfast, three-fourths do so at home. Among the reasons individuals give for not eating or drinking anything prior to 11 a.m. is that they werent hungry/thirsty, didnt feel like eating/drinking, or didnt have time.

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