DUBLIN, CALIF. — Challenge Dairy Products, a cooperative association of member-owner California farmers, took the occasion of National Breakfast Month this September to dig into consumers’ breakfast preferences.

A survey commissioned by Challenge and its flagship brand, Challenge Butter, found that 86% of respondents enjoy eating breakfast for dinner.

What’s more, the 1,000 adults surveyed by market researcher Pollfish this past August made it clear that sometimes dinner is for breakfast, too, with more than 75% reporting they have eaten the previous night’s dinner leftovers to start their morning the following day.

"Breakfast has always been more than just a meal — it's a moment of comfort and optimism," said Priya Kumar, Challenge’s vice president of marketing. "Whether it's the indulgence of pancakes on a Sunday morning or the creativity of transforming leftovers into a delicious frittata, Challenge can elevate every bite."

A division of California Dairies, Inc., Challenge shared that most of the respondents prefer a home-cooked breakfast to grab-and-go options.

The survey also found that 65% of consumers identified pancakes and waffles as their favorite weekend breakfast, while 64% pointed to eggs and omelets.

Challenge’s range of butter products includes sticks, as well as spreadable, whipped and flavored butters.


butter habits Challenge Dairy 2024 consumers survey breakfast trends Image: Challenge Dairy