Over 8 in 10 (83%) adults claim to have breakfast during the week unchanged from results recorded last year. There has also been no change in the proportion of adults who claim to have breakfast at the weekend (88%). This research, conducted on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,012 adults aged 18+, sought to understand our behaviour at breakfast time.
Those least likely to have breakfast during the week are aged 25-34, where almost a quarter (24%) of this age group claim they do not eat breakfast, with those aged 35-44 close behind with just over 1 in 5 (21%) claiming not to eat breakfast during the week. Highest levels of breakfast consumption are evident amongst those aged 55+, where breakfast is consumed by 9 in 10 (90%). When it comes to weekend breakfast consumption, the 25-34 age group are still least likely to consume, with almost 1 in 5 (17%) in this age group claiming not to eat breakfast at the weekend, unchanged from 2018 levels.
Tea/Coffee and toast (46%) is most likely to be eaten as part of the weekday breakfast, up from 2018 levels (43%). Porridge consumption is unchanged year-on-year, with 40% claiming to consume as part of their weekday breakfast. Cereal consumption is largely unchanged (39%) year-on-year. Just over 1 in 5 (21%) are having eggs for their weekday breakfast, with 17% having fruit and 9% having fruit combined with yoghurt, while 10% eat yoghurt by itself.
Almost 6 in 10 (57%) adults who currently don’t eat cereals for their weekday breakfast claim to have eaten cereals in the past, unchanged from 2018 levels. This drop-off is more pronounced in the last year, where a third (33%) of these have stopped their consumption in the past year, with just a quarter (24%) stopping consumption in the past 2-3 years.
For further information and more in-depth analysis on consumer behaviour at breakfast time, please contact Robbie Clarke at Empathy Research: [email protected]
© 2019 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click subscribe to sign up for the Checkout print edition.
