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Why 69 Percent of Americans Like to Eat Breakfast for Dinner

Wednesday Aug 14, 2019
Why 69 Percent of Americans Like to Eat Breakfast for Dinner
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Between trendy new foods and a focus on health, the majority of Americans think breakfast is continuing to evolve as a meal — and skipping it could have a big impact on your day, according to new research.

With the increasing popularity of brunch and foods like blueberry quinoa bowls and avocado toast making their way onto breakfast menus, a survey of 2,000 Americans found over three-quarters (78 percent) believe the morning meal has changed in recent years.

The top changes were found to be growing breakfast menus (64 percent), a wider array of options (64 percent) and healthier food choices (48 percent).

But breakfast foods aren't staying confined to the morning: Sixty-nine percent of respondents enjoy eating "breakfast for dinner."

Conducted by OnePoll on behalf of Avocados from Peru, the survey also examined the habits and breakfast preferences between those who typically eat breakfast (55 percent) and those who don't (45 percent).

Breakfast eaters were found to feel much more productive during the day (50 percent vs. 39 percent) and were nearly twice as likely to report making healthy choices for the rest of the day (48 percent vs. 28 percent).

They were also more likely to be morning people (65 percent), while non-breakfast eaters were more likely to identify as night owls (43 percent).

For those who skip "the most important meal of the day," the survey found the top reason was simple: They aren't hungry in the morning (52 percent).

That was followed by not having enough time (40 percent) or not believing it to be important (27 percent).

Respondents — regardless of group — were found to have the same top five priorities when it came to breakfast food, albeit in a different order.

Overall, top of the list was eating something quick to make (46 percent), healthy (45 percent) or full of nutrients (39 percent). This was followed by food that tastes good (39 percent) or that's fresh (34 percent).

"It's been great to see people gravitating towards healthier breakfast options over the past few years," said Xavier Equihua, President & CEO of Avocados from Peru. "We have seen a surge of innovative avocado-focused items from smoothies to savory oatmeal, baked goods made with avocado and of course the trendy avocado toast.

"Avocados are a quick and easy way to ensure a healthy start in the morning, especially if there isn't time to cook a whole meal. Healthy fats in the morning, or any time, can help keep your day moving in the right direction!"

Even though breakfast has evolved, Americans aren't satisfied. Respondents would like to see even more healthy choices (61 percent), superfoods (53 percent) and vegan/vegetarian options (40 percent) on menus.

Sometimes, that comes at a cost — but respondents were most willing to pay extra for avocado (40 percent), an extra egg (32 percent) and sweet potato fries (32 percent).

"With the popularity of breakfast foods, it's important that the food industry and restaurants keep up with the evolution and consumer demands," said Equihua. "This involves offering readily available healthier choices and superfoods like avocados, nuts, leafy greens and whole grains so people can make the most of their mornings and have energy to stay productive throughout the day."

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