CivicScience | Five Quick Breakfast Correlations

Hospitality

Five Quick Breakfast Correlations

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Some say that breakfast is the most important way to start your day, but not everyone can stomach scrambled eggs or wake up early enough to make a bowl of cereal. To better understand what correlations exist among consumers with varying approaches to breakfast, CivicScience asked Americans about their habits and preferences. Do those eating breakfast on-the-go really look all that different from the home bodies? Take a look.

Restaurants should really think about their non-dairy portfolio. Over half of those who typically eat breakfast at a restaurant have tried (or plan to try) Chobani’s non-dairy yogurt offering, a number twice that of those eating at home. There could be some underlying paleolithic tendencies worth investigating among this group.

Digging into some purchasing behaviors, it was interesting to see that those eating breakfast on-the-go or at a restaurant were much more likely to have made a purchase based on a social media influencer’s recommendation. What apps they’re spending the most time on might tell us a little more.

Lyft is most popular with those who eat on the go. Now, whether this group is primarily driving to work, taking public transit, or snagging a Lyft remains to be seen. However, the higher likelihood of Lyft use could point to partnerships between restaurants and ride-sharing companies serving morning commuters. Making it easy for creatures of habit to get their favorite morning meal during that commute could establish some loyalty. 

Breakfast skippers are the least likely to make it to the gym with any regularity. Though it can probably be assumed the overall attitudes around health and wellness among those skipping breakfast wouldn’t align with a rigorous workout schedule, it’s interesting to see the spike in overall gym attendance among those eating on-the-go.

Across income brackets, skipping breakfast or eating at a restaurant rested at roughly the same rates. Where the data did show a difference was among those making less than $50k each year. Respondents in this income bracket were slightly more likely to eat breakfast at home, and slightly less likely to eat breakfast on the road or at work.

Given the fact that only 19% of U.S. adults choose to skip breakfast entirely, there’s a huge consumer base who can be counted on to eat that first meal of the day, provided that meal is healthy, convenient, and affordable. And to attract those non-breakfast eaters, sellers and marketers might consider starting with alternatives to cow’s milk.

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