More than a quarter of all British shoppers miss breakfast at least two days a week – up from one in five (19%) in 2004, according to the latest research from consumer and shopper expert IGD.
Breakfast is more important to women than men, with around a fifth of women (23%) skipping breakfast compared to around three in ten men (31%).
Joanne Denney-Finch, chief executive, IGD, said: “Nutritionally, breakfast is of vital importance, providing us with the energy needed for the day ahead, and vitamins and minerals for overall good health.
“Our recent work on portion size has also clearly indicated how the industry needs to continue to communicate the benefits of eating three, well-balanced meals a day as part of a healthy lifestyle.
“Work and time pressures are resulting in more people skipping breakfast and prioritising other things over this important meal. Survey respondents cited factors such as catching up on sleep and getting ready for work as more important than eating breakfast.
“It is key for the food and grocery industry to help build awareness of the benefits of breakfast, particularly among younger generations. There are significant opportunities for retailers and manufacturers to provide tailored solutions for breakfast, and the industry should continue to innovate in the variety, quality and convenience of meal solution ranges for all meal occasions.”
The research also found that shoppers aged 15-24, and those working, are least likely to have breakfast.
Source: IGD
