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The old adage that everything that goes around, comes around could easily apply to breakfast. Eggs, bacon and toast reigned as breakfast staples until Americans, concerned about dietary fat, discovered the bagel. This discovery, coupled with more-hectic lifestyles, changed the landscape of the morning meal. Now it seems, at least for the time being, that bacon and eggs are back in vogue. And that return to old favorites isn’t confined to the home kitchen. Competition for the away-from-home breakfast dollar is clearly steep. Marketers who pay attention to the need for speed and serve foods that meet the desires of today’s population will capture the breakfast-food dollar. Food manufacturers who provide operators with carry-out products that are easy to serve and prepare, or deliver less-labor-intensive methods to prepare popular breakfast items, can emerge as winners in this tough market. What’s healthy?Before confusing research argued about what Americans should or shouldn’t eat, and before lives became high speed, a full breakfast of eggs, meat, and toast or pancakes with syrup was common. Somewhere along the way that all changed, and breakfast became a cereal bar and a gulp of juice or a skim latte with a bagel. The tide might be shifting. According to a recent study by NPD FoodWorld CREST (Consumer Reports on Eating Share Trends) conducted in 2002 by The NPD Group, Inc., Port Washington, NY, the traditional breakfast is making a comeback. In 2002, consumers ate eggs, egg dishes (most often scrambled) and bacon more often than in 1998, the last time NPD conducted this survey. Harry Balzer, vice president with NPD Group’s food-consulting service, speculates the increase in bacon and egg consumption may be at least in part attributed to the popularity of high-protein diets, such as the Atkins diet. In the NPD study, 2,000 participants kept daily food diaries for two weeks. Top breakfast foods consumed in 2002, ranked in order were: ready-to-eat cereal, bread/toast, fruit, eggs/omelets, hot cereal, pancakes/waffles/French toast, bacon, bagel, sausage and sandwiches. The study charted a high number of breakfast “skippers” — 50 of the 2,000 people, or 14% of the study participants — who reported they didn’t eat breakfast at all, most of them ages 18 to 34. In addition, the survey found that 77% of breakfasts are still eaten at home, with 3% purchased at restaurants and carried home. And 12% overall said they ate breakfast away from home: 3% ate at a restaurant, 6% on the run, 2% at school and/or work, and 1% were guests at someone’s home. Some of today’s trends rely on what people perceive as healthful. For example, in the past, health professionals offered different opinions about egg consumption. Now, however, they seem to be on the same page. Low-carb proponents, such as the late Dr. Robert Atkins, have encouraged egg consumption, but other groups with a more moderate, balanced view of dietary needs, such as the Chicago-based American Dietetic Association (ADA), only recently agreed that increased egg consumption is not necessarily a bad thing. Eggs are nutritional powerhouses, providing some of the highest-quality protein. They are low in saturated fat, in addition to being one of the few non-dairy sources of vitamin D. Eggs also contain a highly bioavailable source of the carotenoids lutein and zeaxanthin, shown to help prevent age-related macular degeneration. Regardless of the food consumed, health professionals do agree that breakfast is an important meal. USDA studies demonstrate that eating virtually anything in the morning improves memory and learning. The same study showed that those who don’t eat breakfast are twice as likely to be depressed and four times more prone to anxiety. Eating breakfast is also tied to better weight control, and breakfast eaters take in more nutrients, especially calcium, iron, zinc, B vitamins and fiber. Nutritionists say that those who skip breakfast never make up for those lost nutrients during the day. Who’s serving what?While consumers might be eating breakfast away from home a bit less often than before, the average breakfast check increased 2% from 2001 to 2002, according to NPD/CREST. Americans eat breakfast away from home 17% of the time, compared to 34% each for the lunch and supper dayparts. Consumers opt most for mid-scale restaurants when breakfasting away from home (25%), compared to quick-service restaurant (QSR) breakfast (18%) and fast-casual dining venues (4%).
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