Beyond Cornflakes: The Changing Breakfast Landscape

By Maike Corbett | Wealth of Geeks undefined

Conventional wisdom says breakfast is the most important meal of the day, but a 2022 Statista report indicates only 35% of Americans actually stop to eat the meal each morning. The reasons for this vary. Some people say they're not hungry in the mornings, while others feel they don't have time to make something and eat it.

Is breakfast that important? The science doesn't support an answer either way. It comes down to individuals. Some people can't stand the thought of food when they first wake up. Some say they can't get along without breakfast.

What Is Breakfast, Anyway?

The word “ breakfast ” has been around since the 15th century. Those who went to Catholic Mass each morning didn't eat until after the service, so their first meal broke their fast from the night before. The word eventually came to mean the morning meal in general.

Breakfast itself covers a lot of ground. The meal varies by continent, country, and region. Congee, a type of rice porridge, is popular in China and Southeast Asia. Yogurt and fruit are popular in India. France is well known for its croissants and café au lait, while the British have their “full English breakfast” made up of bacon, sausage, eggs, toast, grilled tomatoes and mushrooms, beans, black pudding, and tea.

A “traditional” breakfast in the United States also includes bacon or sausage, eggs, and toast. In the Southeastern U.S., biscuits are as popular as toast. They may also be served with white sausage gravy or jam. The possibilities are as varied as the regions.

Even though only a third of Americans eat breakfast daily, a report from Technavio indicates the U.S. is still responsible for 30% of the growth of the global breakfast market, and partaking of the morning meal continues to become more popular.

Companies like General Mills hope to capitalize on that growth by introducing its new Wheaties Protein cereal. The cereal has 20 grams of protein per serving, which matches the goals of many Americans who want to eat more protein but not necessarily more meat.

Breakfast in America

While Americans do have a range of breakfast tastes, Statista reports their favorite breakfast foods are eggs. That's consistent with so many Americans eating their morning meal while on the go. Eggs are easy to prepare and are a fixture in breakfast sandwiches at many fast food restaurants. They also appear in sous vide form, or as mini quiches from more upscale eateries like Starbucks and Panera Bread.

Eggs have shed their reputation as a food that raises cholesterol levels. According to Verywell Fit, one whole egg offers 6 grams of protein, less than a gram of carbohydrates, only 5 grams of fat, and they're a good source of Vitamins D, A, and B12. Eggs also contain the carotenoids lutein and zeaxanthin, which help protect the eyes from macular degeneration.

Pancakes and waffles are also gaining traction since it's easier to find gluten- and keto-friendly mixes. Even oatmeal is going upscale with overnight oats, lower-sugar mixes, and steel-cut oats. Overnight oats are popular for those who may not want eggs or meat for breakfast but do want something more substantial than a granola bar.

Breakfast smoothies satisfy the need for a lighter on-the-go breakfast. Packaged smoothies are available in the grocery store, and they include a wide variety of kombucha, chia, yogurt, and non-dairy options made with almond or oat milk.

According to Mordor Intelligence, the increase in the popularity of plant-based food has manufacturers introducing meat substitutes. Impossible Foods has a line of meatless breakfast sausage in bulk rolls, patties, and links. The Just Egg company offers vegan eggs in a pourable carton, as folded eggs, and in burritos.

Where Is Breakfast Headed?

Mordor Intelligence reports an increased demand for ready-to-eat breakfast foods, including ready meals and snack bars. Many manufacturers offer frozen breakfast bowls, burritos, or sandwiches that are ready in a few minutes in the microwave or toaster oven.

Meal bars are no longer the province of weight-loss companies. Major companies including Atkins offer high-protein, low-sugar meal bars, suitable for people watching their carbohydrate intake. The company also has high-protein, low-carb meal shakes and snacks, as well as frozen breakfast bowls.

Breakfast food giants, including the Kellogg Company and Nestle, are competing for their markets with digital advertising to raise awareness about the health benefits of foods like oatmeal. With more students in school and people going back to work in offices, companies are fighting for market share for ready-to-eat, convenient breakfast foods. These meals should be easy to transport and eat while on the way to work, sitting at a desk, or living in a dorm room.

As more Americans focus on healthy diets, food manufacturers have responded. They're producing convenient breakfast options that are healthier than their predecessors from years past.

This article was produced by Media Decision and syndicated by Wealth of Geeks