Over 8 in 10 (86%) adults claim to have breakfast during the week and just over 9 in 10 (91%) having breakfast at the weekend, with 18% of adults not eating breakfast at any stage throughout the week. This research, conducted on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,018 adults aged 18+, sought to understand our behaviour at breakfast time.
Those least likely to have breakfast during the week are aged 35-44, where a quarter (25%) of this age group claim they do not eat breakfast. There are almost 1in 5 (18%) full-time workers who claim they do not eat a breakfast during the week. Highest levels of breakfast consumption are evident amongst those aged 65+, where breakfast is almost universally consumed (97%). While the incidence of weekend breakfast consumption is higher than weekday breakfast consumption, the 35-44 age group are still least likely to consume. Just over 1 in 8 (13%) in this age group claim not to eat breakfast at the weekend.
Typically, weekday breakfasts are consumed at home, with almost 9 in 10 (87%) of those who eat weekday breakfasts eating in their home, with the majority of the remainder (10%) eating their breakfast at their place of work or study. There are almost 1 in 5 (17%) of those aged 25-44 who claim to eat their breakfast at their place of work or study, with 6% of this age group claiming to eat their breakfast on their commute.
Tea/Coffee and toast (43%) is most likely to be eaten as part of the weekday breakfast with cereals (40%) and porridge (37%) following closely behind in second and third place respectively.
For further information and more in-depth analysis on consumer behaviour at breakfast time, please contact Robbie Clarke at Empathy Research: [email protected]
© 2017 - Checkout Magazine by Donna Ahern