Rise and shine—and eat healthy—seems to be the new motto for US consumers, as the majority of breakfast-eating Americans (69 percent) are likely to consider Heart Healthy or Low Cholesterol claims important when selecting breakfast foods, according to a survey by Mintel.
A similar number (65 percent) think low fat and high fiber are important health-related attributes to consider when selecting breakfast foods, while 57 percent who eat breakfast food would be happy to spend more on higher-quality prepackaged items. Forty-one percent, meanwhile, would welcome more organic prepackaged breakfast options.