Millions Skip Breakfast, NPD Study Finds

An NPD study that probes consumers’ attitudes toward morning food and beverage choices has found that nearly three out of every ten males aged 18-34 skip breakfast. Overall, ten percent  – 31 million Americans – skip the morning meal, according to the study. And among children who are awake but don’t eat breakfast, the highest incidence of skipping is found among kids 13-17 years old. NPD said such high rates of daily breakfast skipping present “a significant opportunity for food and beverage marketers to reach these consumers.”