When you think of a traditional American breakfast, does a full plate with eggs, bacon or sausage, toast, and hash browns served with a cup of orange juice, freshly brewed coffee, or milk come to mind? 

While we might indulge in this type of big breakfast occasionally, it's not the way most Americans eat every day.

"More than half of our breakfast meals consist of just one or two items," said Dori Hickey, a senior manager with The NPD Group, a consumer market research firm in Port Washington, N.Y.

The figures in the new NPD study about America's breakfast habits will surely disappoint nutritionists and other health experts, who contend that eating a full and nutritious breakfast is a major way you can watch your weight and lose excess pounds.

But according to the NPD study, only 38 percent of Americans view their breakfast meals as a full or complete meal, while nearly half called breakfast a "small" or "mini-meal."

A handful even call breakfast a "snack" and about 10 percent of the consumers said they only drink a beverage at breakfast. In fact,  more than half of the Americans generally take 10 minutes or less to eat breakfast, according to the NPD study.

Convenience rules

Despite the weight-loss and nutrition claims, Hickey said, convenience is trumping nutrition.

Smaller and more portable mini-meals are conducive to today's hectic lifestyles and convenience continues to be a driving factor behind people's meal and snack choices.  Many of the morning food and beverage products available today are quick, easy and portable, requiring only enough effort to simply open up a package, she said.

According to the study, the top choices that Americans are eating for breakfast include: 

•  Coffee - 32 percent;

•  Cold cereal - 32 percent;

•  Fruit juice - 26 percent;

•  Milk - 16 percent;

•  Bread - 15 percent;

•  Fruit - 13 percent;

•  Eggs or omelettes - 12 percent;

•  Hot cereal - 9 percent;

•  Bacon - 4 percent;

•  Hot tea - 4 percent.

In addition, traditional breakfast items have declined in popularity during the past 20 years.

Trends for 2007 

Balzer told the Washington Post that more people will use slow cookers and less pots and pants in their kitchens at home, simply because they want to avoid cleaning. They also will grill more throughout the year, not just during warmer months, he added.

You'll also find more 100-calorie packs of foods in your grocery store and more fast-food chains focusing on smaller versions of burgers and chicken sandwiches, as "portion control" really gains steam in 2007, Balzer said.

He predicts that three out of every four meals in 2007 will be fast food, but 59 percent of Americans will continue to use recipes to cook something at home.

Did you know?

A healthy breakfast that includes high-fiber cereal can help you lose weight and keep diabetes, heart disease, and stroke at bay  especially when the menu also includes nonfat milk and fruit,
according to Harvard Health Publications.

Source: The NPD Group
Reference: 21st Annual Eating Patterns in America: The Food Industry Bible

This summary by Nubella News, a division of Marketing Technology Solutions, Inc., is a snapshot of larger, more detailed studies and/or research projects. Nubella News encourages all site visitors and readers interested in understanding the material contained within this article at a more detailed level, to perform additional research and investigation into the article topics, references, and any links provided within the material. Nubella News does not intend to offer medical advice. We recommend that all readers ask their doctor or medical professional for additional advice, guidance, and/or recommendations pertaining to this article.