Dive Summary:

• In a new report from Mintel, the breakfast food industry in the United States is expected to hit $15.7 billion by 2017, a 26% increase from today.
• Additionally, among people who eat breakfast regularly, it was found that 69% prefer breakfast foods that are labeled as low in cholesterol or heart healthy.
• 57% said they'd be willing to spend more on higher quality pre-packaged breakfast food, while 41% of those surveyed said they'd like to see more organic pre-packaged foods.

From the article:

Despite 45% of respondents enjoying pancakes for breakfast, 40% frozen waffles and 33% packaged sausages, it is in this traditional breakfast food category where consumer demand for healthy claims is higher. In fact, 52% of respondents to Mintel’s consumer research would like to see more healthy variants of waffles on the shelves, 48% more healthy variants of pancake mix and 37% healthier sausages.