Download Press Release

Evolution of ‘healthy’ breakfast

Park Ridge, IL (April 21, 2016)  —  A decade or two ago just eating breakfast was considered healthy. Everyone knew, “breakfast was the most important meal of the day,” because their mother told them—simple as that. Fast forward. Today attitudes toward what constitutes a ‘healthy’ breakfast have evolved. More than ever, consumers are aware of the link between the food they eat and their health.

The latest installment of Incredible Breakfast Trends from the American Egg Board examines how American consumers define a healthy breakfast and what it looks like on breakfast menus around the country. Here’s an overview of the articles:

Consumers’ view of healthy breakfasts
There’s no single way to have a ‘healthy breakfast,’ so American consumers use a wide variety of personal parameters. For some, ‘healthy’ food must be high in fiber, meatless, organic or gluten-free. Others use food as a pharmacy, seeking items rich in protein, iron or calcium. Locavores view foods grown nearby as being healthier. Still others demand only non-GMO, antibiotic-free or sustainably raised foods on their plate.

Dishing up healthy consumer trends
Recognizing ‘fresh’ and ‘clean’ are not fads but growing trends, the industry is moving toward simpler foods, cleaner labels and fresh rather than premade or processed. Consumers equate fresh with healthy, so progressive menus emphasize seasonal produce, house-made ingredients and made-to-order signature items. The sweet spot in the morning is the convergence of consumers’ desire for convenience, clean nutrition and social responsibility.

East meets West
The New York vs. California breakfast menu story might be considered a tale of opposites. But is it? According to Technomic, California consumers ordered healthy options 41 percent of the time when eating out, not significantly more often than the Northeast consumers’ 37 percent. This small gap remains when drilling down into segments. As for those dining at fast-casual outlets in California, we see a 46 percent order rate, with 41 percent in the Northeast. So perhaps East and West are not so far apart in their eating habits after all.

“Food manufacturers often use eggs in a supporting role in formulations as a functional ingredient for emulsification, binding, browning or their many other useful characteristics,” says Elisa Maloberti, American Egg Board, director of egg product marketing. “But in healthy breakfast applications, eggs are ideal as a central player. Eggs are delicious, naturally nutritious, protein rich, satiating and a simple, well-accepted ingredient on a clean label.”

For more information visit the Incredible Breakfast trends.


Phone: 1.855.EGGS411

If you are not a member of the media and have a general inquiry, please call the American Egg Board at 847.296.7043.

Photo Gallery

Click to download. These photos are available for media use and can be attributed to The American Egg Board.