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The Most Important Meal of the Day

April 28, 2009

breakfast2

Is there anything better than going out to breakfast with friends and family on a lazy Sunday morning? Breakfast, when you have time for it,has a way of bringing people together. There is something magic and wonderful about the weekend breakfast, especially its cousin brunch (I heart bloody mary’s). The problem is that the only time most Americans have time to sit down and enjoy a real breakfast is on the weekend. I came across a market fact from Iconoculture this week that shows Millenials, in particular, are skipping the most important meal of the day.

“The grim reality is that skipping meals, especially breakfast, is a disturbing trend among many younger consumers – especially among female teens and tweens. And despite rampant messaging about the health benefits of breakfast from health experts, food manufacturers, popular teen magazines and even Mom, teens aren’t listening (shocking, we know).

Whether they want to sleep in, are in a constant rush or simply aren’t hungry that early, more Millennials under age 20 are making do without a morning meal. In fact, according to the American Dietetic Association, more than 40% of girls and 32% of boys age 9-19 skip breakfast on a regular basis.”

Wait a minute. That sounds like me. And I’m 23. It reminds me of the milk story years ago. More than 90% of Californians knew that drinking milk was good for their health, yet sales remained stagnant. That trend was ultimately reversed by the now famous “Got Milk?” campaign. Similarly, I would guess that the majority of Americans know that eating a good breakfast is healthy for them. Yet, people still skip breakfast or eat crap from drive-thrus and vending machines. So, how do you get people to eat a good breakfast? Why do people continue to do things that they know are bad for them? Is Nannerpuss the savior of the real breakfast?

I don’t have an answer for that, but according to Iconoculture, there’s a common theme among Latino families with kids that provides a great insight:

“Breakfast is a time to get everyone ready to face the world, from both a nutritional and emotional point of view.”

Well put. So, what does your breakfast say about you?

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2 Comments leave one →
  1. Crystal permalink*
    April 28, 2009 10:18 pm

    I eat breakfast food for dinner sometimes. For real breakfast at breakfast time … I eat cookies and drink coffee. Terrific post. I’d make breakfast tomorrow, but we’re out of eggs. My sister ate the last of them for dinner.

  2. oldrope permalink
    May 20, 2009 2:54 pm

    Breakfast is one of the most powerful tools at our disposal as human beings. The monotony of wage labour attempts to destroy this magical meal, forcing people to rush it or worse still eat on the go.

    Like the quote re Latino families.

    What does breakfast say about me? I’ll let you decide. See my post (coincidentally of the same name) here:
    http://oldrope.wordpress.com/2009/05/19/the-most-important-meal-of-the-day/

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