A new study of 2,000 adults found three quarters of Brits now multi-task when they eat breakfast – with many using the time to work or take meetings while munching on their morning meal
Brits are now championing the ‘working breakfast’, as a third admit they have had meetings while munching on their morning meal.
But it’s not just work they’re multi-tasking with; three quarters of Brits juggle breakfast time with checking emails, scrolling through social media or getting the kids ready for school.
The recent study involving 2,000 adults revealed that 47% spend 10 minutes or less on their first meal of the day with four in 10 Brits eating breakfast on the move while 12% skip it entirely.
A quarter of those surveyed stick to the same breakfast every day with cereal top of the list, followed by 18% who opt for toast and 7% who regularly indulge in a full English breakfast.
Kellogg’s commissioned the research as part of its ‘The Great British Breakfast Audit’ in celebration of their new campaign ‘See you in the morning’. The campaign spotlights the company’s beloved mascot, Cornelius the Cockerel, honouring the range of ways people kick-start their day.
Emily Dutton, brand activation manager at Kellogg’s, commented: “Our Great British Breakfast Audit reveals that while some of us prefer quick and on-the-go. Kellogg’s has been waking people up for 106 years – we ‘get’ mornings,” she added.
The survey found that 56% of Brits eat breakfast solo as 45% of them find it hard to have breakfast with family due to different morning schedules.
Almost half identified themselves as a “morning person” with men (51%) more likely than women (44%) to call themselves early risers. However, the research shows a third of people still hit the snooze button two or more times every morning – this figure rises to 60% for those aged between 18 and 24.
According to the survey of those who hit the snooze button 32% skip going to the gym, or making the bed, and 19% would rather have a few extra minutes of sleep than take a shower. In fact, 35% have gone more than three days without a shower to get that little bit of extra shut eye.
Interestingly, 44% feel their morning routine sets them up for success. As a result over a third don’t talk to anyone during breakfast with a quarter enjoying the meal as a ‘quiet space’ away from digital distractions.
They avoid social media due to its potential negative impact on their mood and stress levels, and 21% actively avoid the news because it’s too bleak.
“These findings show just how unique our mornings are,” Emily said. “It’s never been clearer that we all need ‘you do you’ time to start the day off right, and our audit shows that our morning habits are just as diverse as our breakfast choices.”
