Breakfast Boom Times: 8 American Breakfast Trends

March 15, 2016

CHICAGO – Consumers want it all from their breakfast foods: portability, high protein, and great taste. By delivering that and more, food companies are boosting sales in several breakfast food categories. In an article in the March issue of Food Technology magazine published by the Institute of Food Technologists (IFT), Carolyn Schierhorn writes about current breakfast trends.

1. Breakfast products constitute the three fastest-growing categories in the grocery sector. Ranked number one is shelf stable convenient breakfast items, followed by frozen egg substitute products, and eggs.1

2. Breakfast is the fastest-growing meal purchased at restaurants.2

3. 28 percent of consumers usually eat breakfast away from home.  A rise from 11 percent ten years ago.3

4. 63 percent of consumers might grab something from home to eat for breakfast when eating on the go, while 45 percent would go through a drive-through restaurant, and 31 percent would stop at a convenience store or gas station.3

5. Approximately 80 percent  of consumers eat frozen breakfast foods, with 25 percent  eating these foods as a snack and 25 percent eating them on the go.

6. 93 percent of Americans say they consume ready-to-eat cold cereal. 4

7. 21 percent of Americans skip breakfast when time is limited in the morning.3

8. Women consume 65 percent of yogurt in the U.S.5

Read the article in Food Technology here. 

About IFT
Founded in 1939, the Institute of Food Technologists is committed to advancing the science of food. Our non-profit scientific society—more than 17,000 members from more than 95 countries—brings together food scientists, technologists and related professionals from academia, government, and industry. For more information, please visit

1. Nielsen. 2015. “Tops of 2015: U.S. Grocery.” Dec. 28.
2. NPD. 2015. “Breakfast Food, Quick Service Restaurants, and All Things Meat Are Among Foodservice Growth Drivers in 2015.” Press release, Dec. 21. NPD Group, Chicago.
3. Instantly. 2015. “National Breakfast Study by Instantly Reveals Evolution of American Breakfast Habits.” Press release, Aug. 18. Instantly Inc., Los Angeles.
4. Mintel. 2015a. Frozen Breakfast Foods—U.S. July. Mintel International, Chicago.
5. Hartman. 2015. “It’s Not All Greek for the Yogurt Category. What’s Next? Innovation Is a Key Answer.” Sept. 15. Hartman Group, Bellevue, Wash.