Consumers Are Buying in to Breakfast

Breakfast is back in business big time. The Nielsen Co. reports that total breakfast food sales hit $10.4 billion in supermarkets for the year ended 7/9/2011, up 4.7% in unit sales over last year.

On average, consumers ate breakfast 5.3 days a week in 2011; 52% never skipped breakfast, according to the Food Marketing Institute’s U.S. Grocery Shopper Trends report. Most important, the NPD Group’s Future of Eating in the U.S. report projects that breakfast will be among the fastest-growing eating o…