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Breakfast in America: Goodbye cold cereal, hello hot cereal, breakfast sandwiches

By Elaine Watson+

22-Aug-2014
Last updated on 22-Aug-2014 at 16:24 GMT

Nielsen data on what America eats for breakfast

As we head into the weekend, here are some facts and figures on what Americans eat for breakfast compiled by Nielsen:

1 - Retail sales of ready-to-eat cold cereal have been declining at a compound annual growth rate (CAGR) of 1.5% for the past five years.

2 - Sales of hot cereals rose 3.5% in the first half of 2014 vs the same period in 2013.

3 - Sales of granola and yogurt bars have been growing at a CAGR of nearly 4% for the past five years.

4 - Sales of frozen waffles, pancakes and French toast have been growing at 4.5% (CAGR) over the past five years and now represent a $1.2bn category.

5 - Packaged breakfast meals, breakfast sausage and in-store bakery goods made CAGR gains of 6.4%, 5.3% and 4.1%, respectively in the past five years.

6 - The deli breakfast category has experienced the most growth, driven by the strength and popularity of the breakfast sandwich. This $104.7m category has grown at a 7.9% CAGR over the past five years.

7 - Egg sales are up 7.4% so far this year, with branded eggs experiencing double-digit sales growth.

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Click on the links below for more on breakfast trends:

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What’s for breakfast? Depends on your gender, says GrubHub

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