Muffins Sneak Up The Rankings Of Popular Breakfast Options - Report

August 20, 2018: 12:00 AM EST

Market researcher Packaged Facts issued a report on breakfast foods in the U.S., noting that cereal remains the most popular– an 87 percent market penetration ($11 billion in sales) in 2017 – followed by eggs, drinkable yogurt and, “somewhat surprisingly,” muffins. Concerns about sugar have dampened the cereals category – sales slid 1.9 percent from 2016 – but the search for protein and convenience foods has buoyed the other categories. Muffins are the third fastest growing category projected through 2022, despite consumer trends toward more healthful breakfast options. Sales of muffins grew 9.6 percent from 2016 to 2017 to reach $1.17 billion and are projected to have a seven percent CAGR through 2022. Sugary packaged muffins are most popular among black households and families with children. [Image Credit: © SKopp | Wikimedia Commons]

Elizabeth Crawford, "Drinkable yogurt, eggs & muffins are the fastest growing breakfast foods, Packaged Facts finds", FoodNavigator-USA.com, August 20, 2018, © William Reed Business Media

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