Brits regularly multitask with emails and social media in the morning (Image: Getty Images)
Brits are embracing the ‘working breakfast’, with a third admitting to conducting meetings while tucking into their morning meal.
Not only are they combining work with breakfast, but three quarters of Brits also multitask by checking emails, browsing social media or preparing the children for school during this time.
A study involving 2,000 adults found that 47% spend a mere 10 minutes or less on their first meal of the day, with 40% eating on the go, with Gen Z most likely to do this.
When it comes to breakfast choices, a quarter of those surveyed eat the same thing daily, while 12% skip the meal altogether. Cereal was the most popular choice, followed by 18% who prefer toast and 7% who indulge in a full English breakfast.
Kellogg’s initiated the research as part of ‘The Great British Breakfast Audit’, coinciding with their new campaign ‘See you in the morning’. The features the iconic Cornelius the Cockerel and celebrates the diverse ways people start their day.
Brits’ morning habits (Image: Kelloggs)
The survey discovered that 56% of participants have breakfast alone due to differing morning routines making it difficult for 45% to enjoy breakfast with their family.
However, many Brits enjoyed the quiet time with a third saying they don’t speak to anyone at breakfast, and a quarter treating the meal as a ‘quiet space’ free from digital distractions.
Many steer clear of social media due to its potential negative impact on their mood and stress levels, and 21% actively avoid the news because it’s too depressing.
The results show 44% believe that their morning routine sets them up for success. Interestlingly, nearly half of the respondents identified themselves as “morning people”, with men (51%) more likely than women (44%) to consider themselves early birds.
However, the study also revealed that a third of individuals hit the snooze button at least twice every morning, a figure that increases to 60% for those aged between 18 and 24.
The survey found that among those who hit the snooze button, 32% would rather skip going to the gym and 19% would prefer to skip a shower for an extra few extra minutes in the shower.
In fact, 35% have gone without a shower for more than three days just to get a bit more sleep.
Emily Dutton, brand activation manager at Kellogg’s, said: “Kellogg’s has been waking people up for 106 years – we ‘get’ mornings.”
She added:”These findings show just how unique our mornings are. It’s never been clearer that we all need ‘you do you’ time to start the day off right, and our audit shows that our morning habits are just as diverse as our breakfast choices.”