October 11/Chicago/PRWEB -- Although most U.S. consumers begin their day with breakfast, one out of 10, or 31 million do not, according to a recent food market research study conducted by The NPD Group.
NPD’s “Morning MealScape 2011” study, which delves deeply into the situational factors and attitudinal drivers impacting consumers’ food and beverage choices in the morning, finds that males, 18-34, have the highest incidence of skipping (28%) whereas those adults 55 and older have the lowest incidence of skipping (11% for males, ages 55 and older, and 10% for females in this age range) among adults. Among children, the incidence of skipping -- percent of individuals who are up, but do not eat or drink anything in the morning -- increases as children age with 13-17-year-olds having the highest incidence (14%) of skipping.