What's for Breakfast?

Tom Vierhile

Article Content

    Breakfast is the Rodney Dangerfield of meals—the least respected, most skipped, and most rushed meal of the day.

    Half of global consumers say they spend less than 15 minutes on breakfast, according to a 2017 survey by DSM of 3,500 consumers in Germany, the Netherlands, Spain, France, Sweden, the United Kingdom, and the United States.

    But even 15 minutes may be too long for the almost four in 10 who said they skipped breakfast because they lacked time for the meal.

    Nonetheless, skipping breakfast …

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    About the Author

    Tom Vierhile is vice president of strategic insights, North America, for Netherlands-based Innova Market Insights and is based in Fairport, N.Y. ([email protected]).