Breakfast consumption

  • Breakfast is big business - the UK cereal market alone is worth £1.55billion1
  • 46% of adults eat the same breakfast every day
  • 5.2 minutes is the average time taken to prepare breakfast in the week with 8.3 minutes the average time taken to eat it! Yet 21% of adults say they don’t have enough time for breakfast1

Breakfast skippers

  • As many as one in four adults skip breakfast at some stage during the week
  • Alarmingly as many as one in six adults never eat breakfast4
  • 11% of women aged 25-39 say they’d like to eat breakfast but don’t have time3
  • 19% of people who work full-time say they don’t really have time to eat a proper breakfast on a weekday3
  • 40% of us miss breakfast at least once in a working week due to oversleeping

Breakfast locations

  • 66% of adults eat breakfast at home every day but 9% never eat breakfast at home2
  • 47% of adults eat breakfast at home to save money2
  • Deskfast? 26% of adults eat breakfast at their desk2
  • 15% of adults eat breakfast at a restaurant / diner2
  • Breakfast on the go? 20% of adults eat breakfast in the car, 12% of adults eat breakfast while walking to work and 10% eat breakfast on a train2

Breakfast choices

  • At home: 71% of consumers choose cereal as their favourite breakfast choice, 58% of adults choose toast and 23% choose fruit2
  • Or out of home?: 42% of adults choose a cooked breakfast, 28% choose a hot roll, 18% choose cereal and 16% choose pastries2
  • How about a drink?: 47% of adults choose tea as the drink they’re most likely to have at breakfast time while 25% of people choose fruit juice3

It is the most important meal of the day

  • 25% of your daily intake of food should come from breakfast according to nutritionists
  • 49% of adults say they struggle to get through the day if they miss breakfast2
  • 36% of adults agree that skipping breakfast leads to overeating later in the day
  • Bread is one of the nation’s main sources of dietary fibre: 7g of fibre comes from 4 slices of wholemeal bread – that’s 39% of your Recommended Daily Allowance (RDA)

Breakfast products

  • 124,000 hectares of oats are grown in the UK – more than the area of Berkshire
  • 1.9 m hectares of wheat are grown in the UK7 – that’s almost the size of Wales
  • 43 loaves of bread per person are sold each year in the UK. 80% of bread is made using the Chorleywood Bread Process
  • 99% of households in the UK buy bread and 12 million loaves of bread are sold every day8
  • Sausage machines can fill sausages at a rate of 1½ miles an hour
  • 31 million eggs per day are eaten in the UK
  • More than a third of all eggs are consumed at breakfast11

For more breakfast facts, recipes and information visit www.shakeupyourwakeup.com/breakfast

- Ends -

Download and print out a copy of this press release here. Breakfast by numbers.pdf

For further information about Farmhouse Breakfast Week 2012 (22 - 28 January) please visit www.shakeupyourwakeup.com, follow @breakfastweek on Twitter, like us at www.facebook.com/shakeupyourwakeup or contact a member of the team:

David Gough
Ceres
T: 0118 947 5956
E: david.gough@ceres-pr.co.uk

Karen Levy
HGCA
T: 024 7647 8735
E: karen.levy@hgca.ahdb.org.uk

Editor’s notes:

  •  Farmhouse Breakfast Week is organised by HGCA, which is the cereals and oilseeds division of the Agriculture and Horticulture Development Board (AHDB) www.ahdb.org.uk
  • *HGCA aims to deliver a world class arable industry through independence, innovation and investment. It funds research, marketing, export and promotional activities for the cereals and oilseeds sector in the UK. Find out more at www.hgca.com
  • HGCA is a financial supporter of the Red Tractor quality assurance scheme www.redtractor.org.uk
  • Visit www.shakeupyourwakeup.com for more ways to Shake Up Your Wake Up
  • NB: www.shakeupyourwakeup.com/challenge will be live from 1/11/11

Sources

1Kantar Worldpanel Data July 2011

2 Mintel, Breakfast Eating Habits 2011

3 YouGov SixthSense report Breakfast 2010

4 IGD Meal Occasions March 2010, 1061 consumers

5 One Poll Survey for HGCA, Dec 2010

6 Mintel MI Report Feb 2010

7 DEFRA Census of Agriculture and Horticulture, June 2011

8 www.nabim.org

9 www.bakersfederation.org.uk The Chorleywood Bread process replaces the initial mixing stage of the traditional bread making system with a short period of rapid mixing of ingredients. This reduces the time required to make bread by about an hour. However, the bread still needs to be shaped, left to rise and baked as in the traditional way of making bread and it still takes a total of 3 ½ hours.

10 www.debbieandandrews.co.uk

11 www.egginfo.co.uk