More UK Shoppers Skipping Breakfast – IGD Research

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%).

17 May 2010 --- According to latest research from consumer and shopper expert IGD, more than a quarter (27%) of all British shoppers miss breakfast at least two days a week - up from one in five (19%) in 2004.

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%).

• 22% of all British shoppers miss breakfast every weekday, up from 16% in 2004
• 21% miss it every weekend, up from 15% in 2004
• 16% never have breakfast, up from 12% in 2004

Joanne Denney-Finch, chief executive, IGD, says: “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.

She continues: "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. Many mothers recognised the importance of ensuring their children ate breakfast, but would actually skip breakfast themselves due to time pressures.

"It is therefore 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.

A third (33%) of 15-24 year olds miss breakfast during weekdays, compared to 22% in 2004, and 32% of those working miss breakfast at some stage during the week, compared to 20% of non-workers.

Only around half (54%) of shoppers have three meals a day during weekdays.