Breakfast - the unloved meal?

Posted 25.01.2016 in Breakfast Week, Mission Breakfast, Research

Breakfast - the unloved meal?

We love breakfast here at Shake Up Your Wake Up but our new research shows not everyone feels the same way. Just why is breakfast considered less important to many of us than lunch or dinner?


Our research shows:

It may be the most important meal of the day, but when it comes to breakfast we really are creatures of habit. New research shows that three quarters of us repeat our breakfast at least once a week, compared with only four in ten (41%) who repeat lunch, and just one in five (19%) who eat the same dinner twice. Meanwhile a quarter of us eat the same thing for breakfast virtually every day. The majority of us (66%) allocate less than 10 minutes to preparing and eating breakfast, despite their being so many quick breakfast choices.

A quarter of those questioned said they consider breakfast to be a necessity rather than something to enjoy, which might explain why we spend so little time on breakfast compared to other meals. The survey revealed that on average people only spend eight minutes preparing AND eating breakfast on a week day, and just two minutes more at the weekend. In total, only one hour is spent eating and preparing breakfast throughout an entire week – 45 minutes less than is spent on lunch, and 2½ hours less than we allow for dinner.

Breakfast is the least planned of all our daily meals with just 3% thinking about it when doing their shopping list. Only 6% of people plan the next day’s breakfast before bed, preferring to spend the time checking emails (50%), or seeing what friends are up to on social media (25%). As a result, many people end up eating the same thing every day or turning to whatever they can find in the cupboard or fridge, even if this is last night’s takeaway.


Dietitian Nichola Whitehead, has developed a new Mission Breakfast Guide to explain the importance of eating the right breakfast. The guide offers breakfast solutions suited to different lifestyles. Nichola said: “In today's 24-hour, ‘always-on world’, people have very different morning routines but it's important to make time to eat a healthy and nutritious breakfast, it shouldn’t be something to endure! Food should be a pleasure so I’d encourage everyone to rethink breakfast.”

This week's Breakfast Week is all about rethinking breakfast as it doesn’t need to be another chore.With a little planning, everyone can look forward to a tasty breakfast each morning. Even if you are short of time many breakfasts can be made in advance. Eating breakfast has been shown to make you healthier and happier and, with so much choice, there is no reason you won’t be able to find a different breakfast to enjoy each day!