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OUR EVOLVING FOOD CULTURE
EATING OCCASIONS DAYPART: BREAKFAST
Consumers’ eating isn’t as random as it seems. It is shaped by an emerging system of contexts and
beliefs. Here are the basic when, who, where and what of consumers’ eating habits for the
BREAKFAST eating occasion.
WHEN: TIME OF DAY
WHO: PERSON(S) INVOLVED
We eat mostly by ourselves
Eat alone: 53 percent
Eat with others: 47 percent
WHAT: KEY NEEDS RELEVANT TO THE OCCASION
FOOD vs. BEVERAGE
WHERE: PLACE OF CONSUMPTION OCCASION
More than 8 in 10 eat breakfast at home
86 percent eat breakfast at home
Food and beverage
79%
Food only
16%
Beverage only
5%
Focus on healthy eating
55 percent of consumers
focus on eating healthy
foods and beverages for
breakfast.
14 percent eat breakfast away from home
Source: The Hartman Group’s Eating Occasions Compass Database 2014
(total n=21,860 adult “eatings”)
Copyright © 2015 The Hartman Group, Inc. All rights reserved.
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