Breakfast choices are driven by somewhat different motivations among men and women, and among age groups, reports The NPD Group, based on data from its Morning MealScape study.
The top two choices across age and gender are cold cereal and fruit.
But beyond those, the next-most-popular choice for kids is scrambled eggs; for males 18 and older, a banana; and for females 18 and older, hot cereal.
The motivators: Men are seeking to save money and watch their diets for things they're trying to avoid; women most often cite weight-loss goals; and kids 13 and under care most about taste. (Teens care both about taste and food's appearance.)