Young Brits are more likely to skip breakfast than any other generation.
Gen Z are the most likely to give breakfast a miss more than any other generation, recent research reveals. A survey of 2,000 adults discovered that those under 28 skip breakfast on average twice a week, opting to hit the snooze button instead.
In some instances, Gen Zers have overslept and missed their opportunity to eat before starting the day, or they consciously chose to stay in bed and scroll through social media than get up for breakfast. Furthermore, 22% opt to use this time to get a head start on the day’s work or to decide what to wear for the day.
For 11%, their skincare routine takes priority over a nutritious breakfast. As a result, only 7% of the younger generation can confidently say they never miss their morning meal.
A spokesperson for UFIT, which commissioned the research as part of the launch of their breakfast shakes, protein cereal, and porridge, commented: “Just because you’re busy, doesn’t mean you should miss out on the enjoyment of breakfast, whilst still being fuelled for the day ahead.
“We all know it, but it bears repeating – the first meal is crucial for setting us up for a good start to the day. Even if you’re running out the door, a quick boost can ensure your morning is as focused and productive as can be.”
Almost half of the respondents revealed that their overall enjoyment of breakfast hinges on whether they’re in a rush to leave the house. Yet, the study discovered that Brits, on average, only have 13 minutes for breakfast, with 14% cramming their meal into five minutes or less.
As such, it’s hardly shocking that 21% expressed that constantly eating in a hurry was their biggest gripe.
Millennials, in particular, seem to be pressed for time, as 34% of those who skip breakfast would be persuaded not to do so if they had more time in the morning, with 28% echoing the sentiment if they had something quicker and easier to grab.
This could explain why they are increasingly opting for a liquid breakfast, such as a smoothie (15%), protein shake (13%), or milkshake (12%) – with 26% considering coffee or tea alone as ‘breakfast’.
Aside from these, breakfast eaters are sticking to quick, familiar favourites – from timeless classics such as porridge (28%) to comforting staples like eggs on toast (22%) or a bacon sandwich (14%).
A spokesperson for UFIT commented: “It’s unlikely we’re going to miraculously find more time in the mornings to sit down and leisurely eat our breakfast as we’d actually want to.
“Despite almost half (44%) of Brits stating breakfast sets them up for the day, it’s surprising to hear so many skip this occasion.
“As many of us have other commitments – be they work or childcare – or simply things we’d rather be doing, like taking the time to look our best or having an extra 10 minutes in bed.
“Cereal remains among the most popular breakfast choices in the UK, so we have introduced new options designed specifically for these busy mornings.
“Giving Brits a way to fit in breakfast even when they’re short on time.”