Challenge Butter, the flagship brand of Challenge Dairy Products, is celebrating the start of National Breakfast Month by sharing fresh insights on American breakfast habits.
In a recent survey commissioned by Challenge, 1,000 respondents revealed that breakfast is not just the most important meal of the day—it’s the most beloved, with Americans enjoying it at all hours, morning, noon, and night.
“Breakfast has always been more than just a meal—it’s a moment of comfort, joy, and optimism,” said Priya Kumar, VP of Marketing at Challenge Dairy.
Nearly 90% of Americans prefer the comfort of home-cooked breakfasts, with most choosing to prepare their morning meals in their own kitchens rather than opting for grab-and-go alternatives.
The survey also highlights America’s weekend breakfast preferences, with pancakes and waffles reigning supreme for 44% of respondents. Not far behind, 43% of respondents favor savory options like eggs and omelets, proving that both sweet and savory breakfasts hold a special place in our hearts.
But the love affair with breakfast doesn’t end at sunrise. A staggering 86% of respondents enjoy breakfast for dinner, transforming traditional morning meals into comforting evening delights.
Regardless of respondents’ partiality towards a sweet or savory breakfast, butter is at the top of the minds of survey respondents. Almost 77% of respondents add butter to their omelets when cooking them, and 70.5% of respondents put butter between each pancake when perfecting their morning stack.
Whether it’s perfecting your 16-step omelet or adding some flavor to last night’s cuisine, Challenge Butter is the perfect kitchen fundamental when it comes to celebrating National Breakfast Month.
The survey also highlights America’s weekend breakfast preferences, with pancakes and waffles reigning supreme for 44% of respondents.
Not far behind, 43% of respondents favor savory options like eggs and omelets, proving that both sweet and savory breakfasts hold a special place in our hearts.
Additionally, 574 participants “sometimes” cook/eat breakfast at home instead of eating out or grab-and-go. The vast majority, 899, put butter on their toast, and 767 add butter to their omelets when cooking them. And Americans were pretty split on what their favorite weekend breakfast was, with 644 voting for eggs/omelets and 652 for pancakes /waffles.
