Oatmeal Leads to Eating 50% Fewer Calories at Lunch

A new study sponsored by The Quaker Oats Center of Excellence suggests that your breakfast cereal choice can affect how full you feel and how much you eat for lunch, especially if you're overweight. According to new research published in the latest issue of the Annals of Nutrition and Metabolism, scientists found that havingåÊOatmeal for Breakfast (Quaker Oats Quick 1‑minute) resulted in greater fullness, lower hunger ratings and fewer calories eaten at the next meal compared to a calorie-​matched breakfast of a ready-​to-​eat cereal ‰ÛÒ sugared corn flakes.

Scientists from the New York Obesity Nutrition Research Center at Mount Sinai St. Luke's Hospital randomly assigned 36 subjects (18 normal weight and 18 overweight) to each receive 3 different breakfasts. The breakfasts consisted of 350 calories of similar amounts of carbohydrates, fat and liquid from either quick-​cook oatmeal or sugared corn flakes. A third control breakfast was only 1.5 cups of water.

To evaluate appetite, ratings of hunger and fullness were obtained at frequent intervals before and after the breakfast until a lunch test meal 3 hours later.åÊ Researchers measured the calorie intake of the lunch meal consumed to compare the effects of the corn flakes, oatmeal or water breakfasts.åÊ Blood samples were collected just after each of the appetite ratings to assess levels of glucose, insulin, acetaminophen (a marker for how quickly the breakfast emptied from the stomach into the intestine) and various hormones related to appetite, in response to each breakfast.

"Our results show that despite eating the same number of calories at breakfast, satiety values were significantly greater after consuming oatmeal compared to sugared corn flakes. After three hours, subjects reported the same level of hunger after having a corn flakes breakfast as they did when they consumed only water," explained lead researcher Allan Geliebter, PhD, research psychologist in the Department of Psychiatry at Mount Sinai St. Luke's Hospital. "Interestingly, the results were more pronounced for the participants who were overweight, suggesting that overweight individuals may be more responsive to the satiety effects of the dietary fiber in oatmeal."

The results showed statistically significant higher ratings of fullness, lower ratings of hunger, and 31% fewer calories consumed at lunch after consuming oatmeal compared to sugared corn flakes or water. The overall satiety effect was greater among overweight subjects, who consumed 50% fewer calories at lunch after eating oatmeal.

The study authors suggested that the greater satiety effect of oatmeal cereal compared to sugared corn flakes or water might be due to a slower gastric emptying (oatmeal took longer to leave the stomach). Given that the results were more pronounced in overweight subjects, researchers suggested that a longer-​term weight control study testing daily oatmeal for breakfast is warranted.

Marianne O'Shea, PhD, Director, Quaker Oats Center of Excellence, said, "We are encouraged by the potential for future investigations that could have a positive impact on public health and give people more reasons to enjoy oat-​based breakfasts and snacks."

According to the most recent AudienceSCAN data, 43.8% of U.S. adults want to lose weight this year. 41% of them are men. 23% are aged 25–34. They're trimming down for that beach body, since 40% are planning a trip to the beach in the coming months.

It looks like 24% of these goal-​setters know that they need to combine exercise with a healthy diet to achieve weight loss ‰ÛÒ that's how many plan to purchase athletic footwear this year.

While they're visiting nutritional blogs and seeking support from social media, they're likely to respond to your ads. 37% started an online search after seeing a social post. They could be mining for coupons as well ‰ÛÒ 37% sought out information online after finding a coupon.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.