Why You're Not Eating Breakfast

How much time does the average American have to eat breakfast in the morning? 12 minutes.

That’s 12 minutes to prepare and then wolf down a meal.

Compared to the 26 minutes spent on average eating lunch and dinner, it’s a sign that people are no longer prioritizing breakfast.

So why is this happening?

As a society, we’re working longer hours and spending more time away from home. “Convenience has become a deciding factor in what many eat in the morning,” says Andy Jolls, Chief Marketing Officer at Survey Sampling International.

Four out of ten workers report spending 50 hours a week or more at their jobs. The US among the top 20 countries that work the longest hours worldwide, with Mexico coming in at number one.

Instant.ly (now Survey Sample International) recently conducted a poll consisting of 10,000 respondents. Each described their daily breakfast habits and preferences, as shown in our infographic.

Here are a few of the most common reasons people cited.

“There isn’t Enough Time to Eat!”
Whether it’s rushing to get the kids off to school or waking up late, 34% of people cite not having enough time as the number one reason they don’t eat breakfast. Instead, they opt for taking something from home or grabbing a quick meal on the go.

“I’m Just Not Hungry”
65% of those polled stated they don’t feel the urge to eat in the morning. They also pointed out the lack of appealing choices as a contributing factor.

“I’m on a Diet.”
Breakfast is naturally the meal to skip when watching the number of calories or carbs consumed. Yet, only 5% of people listed this as the reason why they skipped breakfast.

As consumers seek more convenient options, they’re pushing for healthier choices on the shelves. General Mills and Kellogg’s are among the many brands paying close attention to these trends. These companies are leading the charge in engineering new products to give busy people more incentive to say “yes” to breakfast.