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Survey finds families return to breakfast table

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Pandemic silver lining finds that 73% of families have been able to spend more time together before work or school.

The COVID-19 pandemic has disrupted morning routines for 80% of U.S. parents, but the silver lining may be Americans’ newfound time around the breakfast table with their children.

In a new survey commissioned by our Big G cereals, 70% of parents cite the biggest morning challenge is to sit down and have breakfast as a family.

However, with the pandemic shaking up usual morning routines, 73% of U.S. families with school-aged children now report they have been able to spend more time together as a family before starting their work or school day. In addition, 61% of parents hope to keep some of the changes the pandemic has brought to their morning routines.

“Even in a challenging time, families are taking heart in the extra moments they have to share with their kids,” says Amy Cohn, RD, senior manager of nutrition and external affairs for our Cereal division. “Cereal is a common denominator. While we know the school year may look different this fall, parents and kids can count on cereal to keep bringing them around the table together and helping to fuel their day.”

For families who eat breakfast together, 83% of parents report their children have a well-rounded diet. Ready-to-eat cereal is the No. 1 source of folate, iron, zinc, vitamins A and E and several B vitamins for Americans at breakfast. Cereal also attracts other nutrient-rich foods, such as milk and fruit.

Cereal is in nearly 9 out of 10 American households, and according to parents, 55% report that cereal is their kids’ top choice for breakfast.

This survey was conducted online among a representative sample of 1,003 Americans 18 years of age and older, who are the parent or guardian of at least 1 child aged 5-18 that live in the same household as well as an oversample of 250 Hispanic parents of children the same ages. The survey was fielded by Lucid from June 23-July 5, 2020. The margin of error for the total sample at 95% confidence level is +/- 3%.

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