Download 9:00 AM | The Evolution of Breakfast

4/30/2015
The Evolution of
Breakfast: Nutrition
and Health Concerns
in the Future
David Grotto, MS, RDN, LDN
1
Disclosure
Senior Nutrition Marketing
Business Partner
Specialty Channels
Objectives - Participants Will Be
Better Able to…
1. understand the history, function and role of
breakfast as it applies to human health.
2. apply the challenges of the present breakfast
environment to identifying short gaps in nutrition.
3. anticipate future breakfast trends and determine
their potential impact on nutrition, health and
performance.
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What is Breakfast?
Breakfast is
the first
time your
body
receives
nutrients
after an
extended
period of
fasting!
1.
4 2.
Frank GC. Breakfast: What does it mean? Am J Life Med. 2009;3:160-163.
.O’Neil CE, Byrd-Bredbenner C, Hayes D, Jana L, Klinger SE, Stephenson-Martin S. The Role of Breakfast in Health: Definition
and Criteria for a Quality Breakfast. JAND .2014; 114 (3): S8-21
the past
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Evolution of Breakfast
Hunter-gatherers had no set meal time or pattern. They were
in a constant search for energy.
Fuller DQ. Contrasting Patterns in Crop Domestication and Domestication Rates: Recent
Archaeobotanical Insights from the Old World. Annals of Botany. 2007;100(5):903-924.
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A Paleo-thetic Point of View
Modern Day “Hunter-Gatherer” Realities
Hunter-Gatherer Breakfast?
“Scrambled eggs, a breakfast classic, can easily be made
into a hunter gatherer style dish. All that is required is
replacing the added milk for extra egg yolk then season
and scramble. “
“Another food that’s easy to switch into a hunter gatherer
diet is hash browns. The white potatoes in hash browns
can be replaced with shredded sweet potatoes, which can
be pan fried with olive oil and seasonings.”
Source: http://huntergathererdiet.org/paleodietbreakfast/
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http://www.faculty.rsu.edu/users/f/felwell/www/Theorists/Essays/Diamond1.html
Breakfast: Formally Known as
“Dinner”
Breakfast is an English word derived
from the French disdejeuner "luh dayzhun-ay meaning “Un-fast” or “Breakthe-fast”.
This became shortened in 11th century
to dismare or disner (Old French) to the
word we now know as dinner.
The meaning shifted in 13th century to
meaning main meal of the day.
Not until the 15th century that the term
“breakfast” came to mean morning
meal.
Anderson, H.A. (2013). Breakfast: A History . Plymouth,
U.K.: Alta Mira Press
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Roman Breakfast
Ancient romans ate 3 meals a
day and an afternoon snack.
Roman breakfast was known as
jentaculum, served in the
morning and included favorites
such as cheese, bread, olives,
salad, nuts, dried grapes, cold
meat from the night before.
Some parts of Rome also
included milk, eggs and mulsum
– a combination of wine, honey,
with the addition of aromatic
spices.
Anderson, H.A. (2013). Breakfast: A History . Plymouth,
U.K.: Alta Mira Press
St. Thomas Aquinas
Six methods for
committing
gluttony
Prapropere –
“Eating too soon”
Summa Theologica
1265-1274
Anderson, H.A. (2013). Breakfast: A History . Plymouth,
U.K.: Alta Mira Press
Francis I of France
“ Rise at 5, dine at
9, sup at 5, and
couch at 9”
15th century
Anderson, H.A. (2013). Breakfast: A History . Plymouth,
U.K.: Alta Mira Press
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Timucua Indians 1591. Planting corn. Library of Congress
Queen Elizabeth I
An early riser,
QE1 ate a hearty
breakfast of beer
and oat cakes.
“Wholesome and
pragmatic”
1533-1603
Anderson, H.A. (2013). Breakfast: A History . Plymouth,
U.K.: Alta Mira Press
Queen Elizabeth II
“Her Majesty enjoys
Cornflakes or Special
K, with fruit from her
greenhouses or
macadamia nuts she
keeps in a
Tupperware box. “
Source: http://www.telegraph.co.uk/news/uknews/theroyalfamily/10027980/Can-you-take-the-heat-in-HerMajestys-kitchens.html
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1906: The Birth of Flaked Cereal
Nutrition Deficiency Diseases of the
20th Century
Fuller DQ. Contrasting Patterns in Crop Domestication and Domestication Rates: Recent Archaeobotanical
Insights from the Old World. Annals of Botany. 2007;100(5):903-924.
The National School Lunch (NSLP) and
School Breakfast (SBP) Programs
• Established in 1946
• Signed into law by President
Truman
• Low-cost or free lunch to
qualifying students through
subsidies
• Utilized farm surpluses as
well as address concerns of
hunger and malnutrition
Today:
Breakfast and lunch is served
to a combined 44 million children
daily
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Copyright © 2011 Kellogg Company Confidential
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School Food is Much Different Today
TODAY
YESTERDAY
Nat’l School
Lunch
Program
Regulations
School
Feeding
Programs
Begin
1930s
Nat’l School
Breakfast
Program
Regulations
1946
Initiate
Compliance
of Smart Snacks
Interim Final
Rule
Final Rule
of School
Lunch and
Breakfast
Programs
Published
Interim Final
Rule Smart
Snacks
Released
Healthy,
Hunger-Free
Kids Act
(HHFKA)
1966
2010
GOAL: REDUCE
MALNOURISHED
2012
2013
Sodium and
Fortification
Parameters
Change????
?
2014
2016
GOAL: IMPROVE CALORIE
QUALITY
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the present
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Convenience Rules!
Breakfast Enablers
- Among Total Respondents -
36%
Buy convenient, easy to prep items
46%
Have lots of breakfast options
available
24%
40%
21%
Buy portable/on-the-go items
26%
17%
Get up early to prep breakfast
Prep breakfast night before
Other mention
21%
7%
6%
8%
4%
adult (self) n=7,188
mom (kids) n=6,239
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Top Ten Breakfast Items
Breakfast is the Smallest Meal
Boomer Breakfasts
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Children’s Breakfasts
Kids Still Go Hungry in America
Breakfast consumption declines as
children get older
Then
36%
among high
school
students1
High School
Recommended Breakfast
Calories:
450 – 600 2
That number
drops to
50%
in the middleschool years1
Middle School
77%
of young children
eat breakfast
every day1
1 Breakfast in America Survey (2011)
2 http://www.fns.usda.gov/sites/default/files/LAC_03-06-12_0.pdf
Elementary School
Recommended Breakfast
Calories:
400 – 550 2
Recommended Breakfast
Calories:
350 – 500 2
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Moms want their kids to eat
breakfast…
89% of moms want kids to eat breakfast every
day,
only 60% report they do1
WE’RE ALL STARVING FOR BREAKFAST!
31 million people do not eat or drink anything in the morning before 11a.m.2
SOURCE:
1NPD’s
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Morning MealScape 2011; 2. Kellogg’s Power of Breakfast Survey 2011
…so do Educators!
A
90%
OF EDUCATORS SAY 1
Breakfast is critical to academic achievement.
It’s hard to learn when you’re hungry!
1. APCO Insights on behalf of Share our Strength. From the Share our Strength Teacher’s Report 2013; n = 1,000 public school teachers and principals.
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Lack of optimal glucose causes your
brain to perform differently
FASTING
The Mid-Brain
Food Seeking Mode
* Distracted,
irritable, restless,
anxious
Glucose-rich
The Front Brain
Working Mode
* Calm, focused,
organized,
thoughtful
Du F, Zhu XH,
33Zhang Y, Friedman M, Zhang N, Ugurbil K, Chen W. Tightly coupled brain activity and cerebral ATP metabolic rate.
Proc Natl Acad Sci USA 2008;105:6409-6414.
Copyright © 2011 Kellogg Company Confidential
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Some Get “Hangry” When They Skip
Breakfast
Adults (Self)
Moms (Kids)
n=7,188
n=6,190
30%
Eat lunch earlier
Feel tired and
sluggish
27%
26%
Eat more snacks
25%
Eat bigger lunch
Feel
crabby/irritable
Can't
concentrate/focus
19%
16%
Feel
crabby/irritable
Dads (Kids)
n=721
Feel
crabby/irritable
27%
25%
Eat more snacks
Feel tired and
sluggish
Feel tired and
sluggish
20%
Eat lunch earlier
Can't
concentrate/focus
Feel no different
8%
18%
Eat lunch earlier
18%
Can't
concentrate/focus
6%
Eat different foods
for lunch
8%
Feel no different
Eat bigger dinner
8%
Eat different foods
for lunch
Eat different foods
for lunch
12%
Feel dizzy
Eat bigger dinner
11%
Eat bigger lunch
Feel dizzy
3%
Eat bigger lunch
0%
20%
7%
12%
14%
20%
15%
Eat bigger dinner
Feel dizzy
Feel no different
27%
25%
Eat more snacks
6%
3%
0%
Breakfast can also supply your brain
with several other key nutrients
• Vit B1 – use glucose for
thinking
• Vit B6, B12 – make brain
transmitters
• Vit B12 – thinking and
language
• Vit C –build nerve endings
• Vit D – prevent brain
degeneration in adults
• Vit E – membrane protection
• Flavonoids – protect brain
cell function
• Iron – oxygen supply,
nerve coatings, nerve
chemicals, & IQ
• Magnesium – chemical
balance in brain cells
• Zinc – taste
• Iodine – controls cell
energy
• Omega 3 PUFA –
thinking and visual
development
1.USDA, ARS, 2012. Breakfast: per centages of selected nutrients contributed by foods eaten at breakfast, by gender and age.
What we 35
eat in America,NHANES 2009-2010.
2. Bourre JM. Effects of nutrients (in food) on the structure and function of the nervous system: update on dietary requirements
Copyright © 2011 Kellogg Company Confidential
for brain. Part 1: micronutrients. J Nutr Health Aging. 2006 Sep-Oct;10(5):377-85.
Breakfast Consumption may be
associated with Cognitive Function
SBP participation has been
linked to:
• Improvement in academic
performance and
psychosocial functioning.
For those at nutritional
risk, breakfast
consumption has been
linked to:
• Improved attention and
behavior
• Possible reduced
absenteeism or tardiness
due to breakfast being
More research is needed in the areas of problem solving and psychomotor skills
provided.
and also comparing academic performance
and in-class behavior in wellnourished versus undernourished children from various SES
1.
O’Neil CE, Byrd-Bredbenner C, Hayes D, Jana L, Klinger SE, Stephenson-Martin S. The Role of Breakfast in Health: Definition
and Criteria for a Quality Breakfast. JAND .2014; 114 (3): S8-21
36
2. Cooper SB, Bandelow S., Nevill ME. Breakfast consumption and cognitive function in adolescent schoolchildren. Physiol Behav.
2011:103(5): 431-439
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Breakfast consumption has been
associated with several benefits
BREAKFAST – THE NUTRITIOUS
CHOICE
Children and adults who eat breakfast
tend to get more fiber, calcium, vitamins
A and C, zinc, riboflavin, and iron 1
Breakfast eaters tend to eat better and be
more physically active.
On the other hand, breakfast skippers are
more likely to eat fewer fruits and
vegetables, exercise less, smoke,
and/or drink alcohol 2,3,4,5
1. Rampersaud GC, Pereira MA, Girard BL, Adams J, Metzl JD. Breakfast habits, nutritional status, body weight, and academic performance in children and
adolescents. J Am Diet Assoc. 2005;105:743-760.
2. Cohen B, Evers S, Manske S, et al. Smoking, physical activity and breakfast consumption among secondary school students in a Southwestern Ontario
community. Can J Pub Health. 2003;94:41-44.
3. Sjoberg A, Hallberg L, Hoglund D, Hulthen L. Meal pattern, food choice, nutrient intake and lifestyle factors in the Göteborg Adolescence Study. Eur J Clin Nutr.
2003;57:1569-1578.
4. Utter J, Scragg R, Mhurchu CN, Schaaf D. At-home breakfast consumption among New Zealand children: associations with Body Mass Index and related
nutrition behaviors. J Am Diet Assoc. 2007;107:570-576.
5. Institute of Food Technologists. (2012). Skipping breakfast can lead to unhealthy habits all day long [Press Release]. Retrieved from
http://www.ift.org/newsroom/news-releases/2012/june/28/skipping-breakfast-can-lead-to-unhealthy-habits-all-day-long.aspx
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Factors Positively Influencing
Breakfast Consumption
• Parents who model breakfast eating
• Foods that delight are readily
available
• Perceived benefits of eating
breakfast – satiety, energy, etc.
1.
2.
O’Neil CE, Byrd-Bredbenner C, Hayes D, Jana L, Klinger SE, Stephenson-Martin S. The Role of Breakfast in Health: Definition and
Criteria for
38 a Quality Breakfast. JAND .2014; 114 (3): S8-21
McCrory MA, Campbell WW. Effects of eating frequency, snacking, and breakfast skipping on energy regulation: Symposium
Copyright © 2011 Kellogg Company Confidential
overview. J Nutr. 2011;141(1): 144-147
Barriers to breakfast consumption
• Absence of hunger
• Not having easy breakfast options
available
• Time constraints
• Lack of planning
1.
2.
O’Neil CE, Byrd-Bredbenner C, Hayes D, Jana L, Klinger SE, Stephenson-Martin S. The Role of Breakfast in Health: Definition and
Criteria for a Quality Breakfast. JAND .2014; 114 (3): S8-21
39
McCrory MA, Campbell WW. Effects of eating frequency, snacking, and breakfast skipping on energy regulation: Symposium
overview. J Nutr. 2011;141(1): 144-147
Copyright © 2011 Kellogg Company Confidential
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Dispelling Breakfast Myths and
Challenges
“Skipping
breakfast
will help
me lose
weight”
“I don’t
have
time for
breakfast”
“Cereal is
not good
for me”
Copyright © 2011 Kellogg Company Confidential
“Many
cereals
contain too
much
sugar to be
a good
breakfast
choice.”
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Myth:
“Skipping breakfast will help me lose weigh
A recent study (n=18,988) of breakfast skippers
vs. breakfast eaters found eaters generally 1
• Consumed less overall sugar, sat fat,
cholesterol and sodium
• Had higher intakes of shortfall nutrients
– fiber, vitamins A, D and C, calcium, iron
, potassium and magnesium
• Had higher Healthy Eating Index scores
• Had smaller waist circumferences and
lower BMIs
1. O'Neil CE, Nicklas TA, Fulgoni, VL. Journal Academy of Nutrition and Dietetics. 2014 Dec;114(12):S27-43.
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Myth: “I don’t have time for breakfast”
FACT:
Breakfast fits into busy lives
•Can be quick to serve
• Example: Cereal and milk
•Helps children learn healthy
eating habits even on busy
mornings
•Can be eaten on the go
Convenience:
Key to overcome operator
perception.
Breakfast options helps ensure
that breakfast happens
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Myth:
Cereal isn’t healthy
BENEFITS OF A CEREAL BREAKFAST
• Cereal breakfasts are typically associated with
lower rates of obesity, overweight and lower
BMI
• Fiber containing foods, including ready-to-eat
breakfast cereal, maintain digestive health.
COMPARED TO NON-CEREAL EATERS
(232 articles/30 yrs of research)
Compared with low or no breakfast cereal consumption,
regular breakfast cereal consumers may help have
• diets higher in nutrients
• greater likelihood in achieving nutrient
recommendations. 3\
1de la Hunty A and Ashwell M. (2007) Are people who regularly eat breakfast cereals slimmer than those who don’t? A systematic review of the evidence. BNF
Nutrition Bulletin. 32:119–129.
2Slavin, J. L. (2008, October). Position of the American Dietetic Association: Implications of Dietary Fiber. Journal of the American Dietetic Association, 108(10),
1716-1731. doi:10.1016/j.jada.2008.08.007
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Ready-to-eat cereal and Short-Fall
Nutrients
What if Fortification, Disappeared?
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Myth: Cereal contains too
much sugar
Research from the USDA shows that sugar in
breakfast cereals decreased by an average
of 12% between 2006 and 2011
Sugar in ready-to-eat
cereal*
29
28
Sugar, g/100g
27
26
25
24
23
2005
2006
2007
2008
2009
2010
2011
*Mean values for General Mills and Kellogg cereals within USDA
nutrient database
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1. Dietary Guidelines for Americans 2010 http://www.cnpp.usda.gov/publications/dietaryguidelines/2010/policydoc/policydoc.pdf
Cereal contributes minimally
to added sugar consumption
All other food
categories,
15.40%
According to the
Dietary
Guidelines for
Americans,
cereal provides
approximately
4% of added
sugar intake in
the diet of the
U.S. population.1
Sources of Added Sugars in the Diets of
the US Population Ages 2 Years and Older
Soda, energy
drinks, sports
drinks, 36%
Yeast breads,
2.10%
Tea, 3.50%
Sugars and
honey, 3.50%
Ready-to-eat
cereals, 3.80%
Candy, 6.10%
Dairy desserts,
6.50%
Fruit drinks,
10.50%
Grain-based
desserts,
12.90%
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1. Dietary Guidelines for Americans 2010 http://www.cnpp.usda.gov/publications/dietaryguidelines/2010/policydoc/policydoc.pdf
the future
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Majority of babies born in the past
year are members of minority groups
Ethnicity of US Babies under 1 year old, Sept. 2012
3,997,074
Non‐Hispanic whites are now the minority of all babies born in the US. (US Census first reported this finding in May 2012)
1,948,883
Tomorrow’s youth will be more multicultural and have more experience with global flavors and tastes
1,070,973
745,827
277,060
Total US
Population
Hispanic
Non-Hispanic
White
African
American
Asian
115,214
Other
Source: US Census, Current Population Survey, September 2012. Note: Census asks about ethnicity in terms of both Race and Hispanic origin
Source: US Census, Current Population Survey, September 2012. Note: Census asks about ethnicity in terms of both Race and Hispanic origin
http://www.census.gov/content/dam/Census/library/publications/2015/demo/p25-1143.pdf
Most Students Expect Ethnic Foods
Source: Y-Pulse (ypulse.org)
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Millennials are looking for more from
their food
Top claims considered when buying food, by generation,
US, March 2014
“Which of the following food claims do you actively look for
when you are buying food products? Please select up to
five.”
Base: 1,890 US internet users age 18+ who are primary or shared shoppers
Source: Lightspeed GMI/Mintel from Mintel’s Food Packaging Trends – US, July 2014
Regulatory Environment May Impact
Breakfast
53
Affecting Taste May Challenge Ability
to Meet Shortgap Nutrients
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Proposed criteria from the Breakfast
Commentary for a “quality breakfast”
Component
Criteria
Considerations
Energy
15-25% of
recommended total
Kcals from mix of
healthy carbs,
protein and fats
SBP provides 1828% IOM daily
energy req.
Nutrients
Min 10% DV w/goal
of 20% for NOC
Calcium, vit D,
potassium and fiber
Food components
to reduce
Sat fat and sodium
in context of daily
allowances and
meal patterns. Limit
foods that provide
calories with few
nutrients.
Sat fat <10% TE,
<2300mg sodium.
Quantifiable
guidelines may be
forthcoming in 2015
DGA.
1. O’Neil CE, Byrd‐Bredbenner C, Hayes D, Jana L, Klinger SE, Stephenson‐Martin S. The Role of Breakfast in Health: Definition and Criteria for a 55
Quality Breakfast. JAND .2014; 114 (3): S8‐21
Copyright © 2011 Kellogg Company Confidential
Proposed criteria from the Breakfast
Commentary for a “quality breakfast”
Component
Criteria
Considerations
Food Groups
3 food groups:
Fiber-rich grains;
non or low fat dairy;
F&V, lean proteins.
MyPlate
servings/sizes
Portion sizes
Appropriate for age,
sex and daily
energy req.
MyPlate; AAP
Nutrient Dense
Choose foods & bev
to deliver a balance
of nutrients for
health relative to
calories provided
Consider complete
nutrient package of
foods/bev for
balance during the
course of the day
1. O’Neil CE, Byrd‐Bredbenner C, Hayes D, Jana L, Klinger SE, Stephenson‐Martin S. The Role of Breakfast in Health: Definition and Criteria for a 56
Quality Breakfast. JAND .2014; 114 (3): S8‐21
Copyright © 2011 Kellogg Company Confidential
The Future Breakfast Will be Served
Wherever it is Needed!
Second Chance
Breakfast
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Conclusion
1. In one form or another, breakfast has been a
mainstay in many cultures.
2. A complete breakfast may have a positive
influence on physical and mental performance and
provide essential nutrition.
3. Drivers of breakfast innovations
1. Changing ethnic landscape
2. Giving consumers more or what they want, less of what they
don’t
3. Gen Z ‘s preferences?
4. Shortgaps in nutrition continue. Breakfast can help.
Breakfast for Better Days
Kellogg – a legacy of giving
• It lives on with our global social responsibility strategy focusing on hunger relief,
particularly breakfast. The Kellogg and Kellogg Company Fund provided $2 million
in grants to Action for Healthy Kids, the Food Research and Action Center and No
Kid Hungry since 2013 to help increase participation in school breakfast programs.
Our Breakfasts for Better Days™ initiative helps those who need it
most
• Kellogg will provide 1 billion servings of cereal and snacks to children and families
in need around the world by the end of 2016.
• More than 900 million servings since 2013.
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