A survey of 2,000 Americans found over three-quarters (78%) believe the morning meal has changed in recent years, with growing breakfast menus (64%), a wider array of options (64%) and healthier food choices (48%) becoming more on-trend.
But, breakfast foods aren’t staying confined to the morning. In fact, 69% of respondents enjoy eating “breakfast for dinner.”
The survey, conducted by OnePoll, UK, on behalf of Avocados from Peru, based in Peru, also examined the habits and breakfast preferences between those who typically eat breakfast (55%) and those who don’t (45%).
Breakfast eaters were found to feel more productive during the day (50% vs. 39%), and were nearly twice as likely to report making healthy choices for the rest of the day (48% vs. 28%).
They were also more likely to be morning people (65%), while non-breakfast eaters were more likely to identify as night owls (43%).
For those who skip “the most important meal of the day,” the survey found the top reason was they weren’t hungry in the morning (52%), followed by not having enough time (40%) or not believing it to be important (27%).
Respondents – regardless of group – were found to have the same Top 5 priorities when it came to breakfast food, albeit in a different order.
Overall, top of the list was eating something quick to make (46%), healthy (45%) or full of nutrients (39%), followed by food that tastes good (39%) or that’s fresh (34%).
“It’s been great to see people gravitating toward healthier breakfast options over the past few years," says Xavier Equihua, president and CEO of Avocados from Peru. "We have seen a surge of innovative avocado-focused items from smoothies to savory oatmeal, baked goods made with avocado and of course the trendy avocado toast.”
Even though breakfast has evolved, Americans aren’t satisfied. Respondents would like to see even more healthy choices (61%), superfoods (53%) and vegan/vegetarian options (40%) on menus.
Sometimes, that comes at a cost, but respondents were most willing to pay extra for avocado (40%), an extra egg (32%) and sweet potato fries (32%).
“With the popularity of breakfast foods, it’s important that the food industry and restaurants keep up with the evolution and consumer demands,” says Equihua. “This involves offering readily available healthier choices and superfoods like avocados, nuts, leafy greens and whole grains, so people can make the most of their mornings and have energy to stay productive throughout the day.”
America’s favorite breakfast foods entail:
Breakfast sandwich 28%
Priorities when selecting breakfast foods entails:
Quick to make 46%
Healthy foods 45%
Full of nutrients 39%
Tastes good 39%