Kellogg unveils breakfast study results

Battle Creek, Mich.-based Kellogg unveiled the results from one of the largest surveys ever conducted on breakfast and the morning mealtime routine. More than 14,000 Americans of varying ethnicities, income levels, geographic regions and ages were surveyed, and while the vast majority of Americans feel breakfast is important, the reality of hectic mornings makes it difficult to fit the meal in every day.
Key Findings include: While more than half (54 percent) of all adults would like to eat breakfast every day, in reality only one-third (34 percent) actually do; Nearly all moms (89 percent) want their kids to eat breakfast every day. However, 40 percent of moms report their child doesn't eat breakfast daily; While nearly all toddlers and preschool-age children are eating breakfast, consumption of breakfast dips as American children grow older; 77 percent of young children eat breakfast every day, but the number falls to 50 percent in the middle-school years and 36 percent among high school students; and Although moms report a desire to see their kids relax in the morning and concentrate on eating breakfast, many kids are too busy watching television, getting their homework done or getting ready for school to do so.
"We've all heard breakfast is the most important meal of the day," says Dr. Laura Jana, pediatrician and award-winning author of Heading Home with Your Newborn and Food Fights.  "And that's for good reason.  After sleeping, we need to re-fuel our brains and bodies for the day.  Without a healthy breakfast, we simply are not as likely to function at our best."
To help reverse these breakfast trends, Kellogg has convened the Kellogg Breakfast Council -seven third-party nutrition experts dedicated to helping people understand nutrition information, and incorporate nutritious foods and habits into the diet. Dr. Jana is a member along with six other experts in the fields of community, child and school nutrition; food security; weight management; public health; family and consumer science; and boomer health.

Kellogg understands - we're parents, too, and we are committed to providing moms a variety of cereals that help make mornings simple while offering nutrition, taste and value," says Doug VanDeVelde, senior vice president, morning foods marketing and innovation. "At Kellogg's, we know great breakfasts lead to great days, and we are passionate about sharing that message and helping people start each morning off right."