Kellogg's survey finds many Americans forgo breakfast

BATTLE CREEK, Mich. — Americans still believe that breakfast is the most important meal of the day, although many find it difficult to eat breakfast due to hectic schedules, according to a survey sponsored by Kellogg's.

The survey, which consisted of more than 14,000 respondents across varying ethnicities, income levels, geographic regions and ages, found that while more than half (54%) of all adult respondents would like to eat breakfast every day, in reality only one-third (34%) actually do.

And despite the fact that nearly all toddlers and preschool-aged children are eating breakfast, consumption of breakfast dips as American children grow older: 77% of young children eat breakfast every day, but the number falls to 50% in the middle-school years and 36% among high school students.

What's more, nearly all moms surveyed (89%) said they want their kids to eat breakfast every day; however, 40% reported that their child doesn't eat breakfast daily.

Amid the survey results, Kellogg's has developed the Kellogg Breakfast Council, which consists of seven third-party nutrition experts dedicated to helping people understand nutrition information and to incorporate nutritious foods and habits into the diet.

"Kellogg's 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," said Doug VanDeVelde, Kellogg's SVP 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."

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