The trend of eating breakfast alone is also on the rise, with 56% of people reporting that they enjoy their first meal of the day solo. For those who dine alone, 45% cite staggered family schedules as the reason for this shift
As remote work and changing schedules reshape daily life, a new study commissioned by Kellogg’s highlights the evolving nature of the UK’s breakfast habits. The Great British Breakfast Audit polled 2,000 British adults and offers a fascinating snapshot of how mornings have become an increasingly solo and multitasked affair.
According to the survey, a third of respondents (32%) now combine work with breakfast, holding meetings or engaging in “Zoom and cereal” sessions. With morning routines becoming more hurried, nearly four in ten (40%) Brits are grabbing breakfast on the go during their commute, while one in eight (12%) skip the morning meal altogether.
The trend of eating breakfast alone is also on the rise, with 56% of people reporting that they enjoy their first meal of the day solo. For those who dine alone, 45% cite staggered family schedules as the reason for this shift.
When it comes to multitasking, three-quarters (76%) of people are juggling work emails, social media, or family duties while eating their breakfast. Additionally, many are pushing the limits of their morning routines, as half of the respondents (50%) admit to delaying breakfast due to hitting the snooze button, with 28% pressing it two or more times.
While the UK embraces new habits, the food on the breakfast table has remained largely consistent. Cereal continues to dominate, with 38% of adults opting for a bowl each morning. A quarter (24%) of the population stick to the same breakfast every day, and 68% eat the same meal at least four times a week. Regional preferences are evident as well, with Northerners more likely to choose tea and Southerners leaning towards coffee.
Despite the fast-paced mornings, the research shows a divide in how people view their morning rituals. Half (48%) consider themselves “morning people,” with London leading at 58%. Many find success in their routines, with 44% agreeing that their morning habits help them set up for the day. Activities like watching breakfast TV, listening to the radio, or enjoying a quiet, media-free space are common ways to start the day.
However, stress is a notable factor in the morning rush. Time constraints (17%), personal concerns (13%), and family responsibilities (11%) are the most common causes of morning anxiety. Notably, a quarter (25%) avoid social media in the morning, citing its negative impact on their mood, and one in five (21%) actively steer clear of news due to its gloomy nature.
Kellogg’s, marking the launch of its new campaign featuring its mascot Cornelius the cockerel, has shed light on the fact that breakfast habits are as diverse as the people who make them. Emily Dutton, Brand Activation Manager at Kellogg’s, commented, “Our findings show that while some prefer a quick, on-the-go breakfast, others cherish it as their quiet ‘me’ time. It’s clear that our morning habits are just as varied as our breakfast choices.”
In an era of work-from-home flexibility and changing routines, it’s evident that mornings are becoming increasingly personal, with people adapting their breakfast habits to suit their lifestyle. Whether it’s grabbing a quick bite while commuting or savoring a peaceful moment before the day begins, the British breakfast culture is evolving, one habit at a time.
