Nonetheless, nine out of 10 Americans report eating breakfast, with nearly half eating the meal every morning of the week. This has been boosted by the perception (supported by a number of studies) that consuming breakfast imparts numerous health and mental benefits. However, the breakfasts of today differ greatly from the traditional repast.
Time-starved consumers lack the time to prepare eggs, sausage, bacon, toast, pancakes, and other foods generally associated with breakfast. Instead, a breakfast today is more likely to be a product quickly prepared, if prepared at all, and consumed on the way to work or school. The March 2001 Shopper Report ranked breakfast as fifth among the top 10 categories in which convenience is driving the purchase decision. Additionally, the biennial “What America Eats” surveys commissioned by Parade magazine have repeatedly noted Americans' preference for single-serve, portable foods compatible with a harried lifestyle.