A startling new study has uncovered a generational shift in morning habits, with Gen Z leading the charge in skipping the most important meal of the day.
The Snooze Button vs The Breakfast Table
Recent research surveying 2,000 UK adults reveals that Brits under 28 are skipping breakfast twice a week on average. The primary reason? A conscious choice to trade cereal for scrolling, with many opting to stay in bed for extra time on social media rather than eating.
Beyond the lure of digital feeds, the study found other priorities are encroaching on breakfast time. For 22% of respondents, that precious morning window is used to get a head start on work or to plan an outfit. Meanwhile, 11% prioritise their skincare routine over a nutritious start to the day.
The Relentless Rush of the Modern Morning
The enjoyment of breakfast is intrinsically linked to time pressure for nearly half of those surveyed. The research paints a picture of a time-poor nation, with the average Brit dedicating just 13 minutes to their morning meal. A rushed 14% are cramming their breakfast into a mere five minutes or less.
This frantic pace is a significant source of frustration, with 21% expressing annoyance at always having to eat in a hurry. Other common grievances included monotonous menus, a lack of early morning appetite, and general boredom with their breakfast routine.
A Generational Divide in Morning Habits
The issue is particularly acute for younger generations. The study highlights that 58% of Gen Z and 63% of Millennials enjoy their breakfast significantly more when they are not rushing out the door to work.
Time is the critical factor. A substantial 34% of Millennials who currently skip breakfast said they would be persuaded to eat it if they had more time in the morning. Similarly, 28% would reconsider for a quicker, easier breakfast option.
The Rise of the Liquid Breakfast
This demand for convenience is driving a trend towards liquid mornings. The research found many are turning to drinks to fill the gap, with 15% opting for a smoothie, 13% for a protein shake, and 12% for a milkshake. For more than a quarter of Brits (26%), a simple cup of coffee or tea even qualifies as 'breakfast'.
For those who do eat, tradition and speed still rule. Quick favourites remain dominant, from porridge (28%) to eggs on toast (22%) and the classic bacon sandwich (14%).
A spokesperson for UFIT, which commissioned the study to launch its new range of breakfast shakes, protein cereal, and porridge, commented on the findings. "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," they said.
They added, "We all know it, but it bears repeating – the first meal is crucial for setting us up for a good start. Even if you're running out the door, a quick boost can ensure your morning is as focused and productive as can be."
The spokesperson acknowledged the reality of modern life, stating, "It's unlikely we're going to miraculously find more time in the mornings... Despite almost half (44%) of Brits stating breakfast sets them up for the day, it's surprising to hear so many skip this occasion."
With cereal remaining a UK staple, the company emphasised its goal to provide new options "designed specifically for these busy mornings... giving Brits a way to fit in breakfast even when they're short on time."
