Brits are embracing the 'working breakfast', with a third admitting to conducting meetings while tucking into their morning meal. Not only are they combining work with breakfast, but three quarters of Brits also multitask by checking emails, browsing social media or preparing the children for school during this time. A study involving 2,000 adults found that 47% spend a mere 10 minutes or less on their first meal of the day, with 40% eating on the go, with Gen Z most likely to do this.
When it comes to breakfast choices, a quarter of those surveyed eat the same thing daily, while 12% skip the meal altogether. Cereal was the most popular choice, followed by 18% who prefer toast and 7% who indulge in a full English breakfast. Kellogg's initiated the research as part of 'The Great British Breakfast Audit', coinciding with their new campaign 'See you in the morning'.
The campaign features the iconic Cornelius the Cockerel and celebrates the diverse ways people start their day. The survey discovered that 56% of participants have breakfast alone due to differing morning routines making it difficult for 45% to enjoy breakfast with their family. However, many Brits enjoyed the quiet time with a third saying they don't speak to anyone at breakfast, and a quarter treating the meal as a 'quiet space' free from digital distractions.
Many steer clear of social media due to its potential negative impact on their mood and stress levels, and 21% actively avoid the news because it's too depre.