The lazy life beats breakfast

• YouGov poll shows if we had a spare 15 minutes in the morning, we’d rate staying in bed and watching TV/reading the papers above eating breakfast
• Nation’s breakfast preferences revealed
• Farmhouse Breakfast Week – January 22-28 2006
• Generic campaign run by the Home Grown Cereals Authority to show benefits of healthy breakfast and promote UK-produced breakfast foods

The lazy life beats breakfast The British as a nation love their beds more than their bodies. A new poll reveals that if we had an extra 15 minutes in the morning, we'd spend it under the duvet or lounging in front of the TV/reading a paper rather than have breakfast.

The news comes at the start of Farmhouse Breakfast Week (Jan 22-28, 2006), as campaigners encourage everyone to make time for breakfast as it only takes five minutes to enjoy a bowl of cereal or porridge, yet the benefits last for the rest of the day.

The YouGov survey shows that 40 per cent of Britons would stay in bed if they had an extra quarter of an hour in the morning, with the figure rising to 53 per cent among 18-29 year olds. Watching TV and reading the papers scored more highly at 13 per cent than having a proper breakfast (12 per cent).

Eleven per cent of men (and five per cent of women) would like to spend the extra minutes making love, while one in ten women (and three per cent of men) would catch up with the housework. Only two per cent of people said they would use the time to exercise.

Sixty-seven per cent of us eat breakfast at home, but the figures indicate that women put their looks before their health. When asked what they do before leaving home in the morning, 86 per cent women fix their hair and 71 per cent take a shower or bath compared to 68 per cent who have breakfast. Forty-nine per cent of women spend 45 minutes to a hour getting ready in the morning, compared to men, 40 per cent of whom are up and out of the house within 30 minutes.

Further evidence of the breakdown of traditional values comes from the news that 47 per cent of us now breakfast alone.

Prof Geoffrey Beattie, resident psychologist on TV's Big Brother, says: "The findings reveal a worrying obsession with oneself, rather than interacting with one's partner or family. Women, in particular, put beauty before companionship by spending a lot of time fixing their hair, having a shower and putting on make-up when they'd feel much better about themselves by sharing their plans or thoughts for the day with the family.

"Breakfast is more than breaking the fast (which meets our physiological needs). It's also a time for meeting our social needs, yet nearly one in two people breakfast alone. Grabbing a quick bite whilst dashing out the door isn't the best way to start the day. So why not take the time to give yourself the breakfast you deserve and enjoy it with others."

The survey, commissioned by the Home Grown Cereals Authority (HGCA), and the Association of Cereal Food Manufacturers (ACFM) reveals a split in the favourite breakfast choices at work for men and women:

Twenty-two per cent of people say they usually skip breakfast. The main excuses are not feeling hungry (30 per cent), too little time (27 per cent) and just can't be bothered (13 per cent).

Most breakfast skippers usually have their first snack or meal midmorning (37 per cent), although 35 per cent wait until lunchtime and three per cent don't eat until the evening. Sixteen per cent eat breakfast when they get to work and five per cent on the way to work.

Nutritionist Fiona Hunter says eating a balanced breakfast is the best way to kick-start both body and mind: "A lazy start can lead to a lousy day. Studies* show that breakfast eaters tend to be happier, healthier, more alert and slimmer than those who skip breakfast. So, it really pays off to make time for breakfast. Whether you want a quick light bite, something like a bowl of cereal or porridge to sustain you for the whole morning, or a tasty cooked breakfast of grilled bacon and sausages, there's something for everyone."

HGCA is organising hundreds of events with schools, retailers, farmers markets and caterers during Farmhouse Breakfast Week. Full details, along with mouth-watering breakfast recipes by celebrity chefs are on www.hgca.com/breakfast

Release ends

Other survey findings
· Top 5 activities before leaving home in the morning are:
67% shower/bath
67% eat breakfast
66% fix hair
46% make the bed
40% watch TV/read paper

· For young people (18-29 yrs), top 5 activities are:
75% fix hair
69% shower/bath
58% eat breakfast
43% watch TV/read paper
39% make bed

· For men, top 5 activities are:
66% shave and 66% eat breakfast
63% shower/bath
45% fix hair
39% watch TV/read paper
31% make bed

· For women, top 5 activities are:
86% fix hair
71% shower/bath
68% eat breakfast
60% make bed
50% do make-up/manicure

· Housework may be left until later (only 15% do housework before leaving home), but 46% say they will make the bed (60% women v 31% men)

· Organising the household key priority for women:
o 38% will look after the pets (22% men)
o 26% women organise the family (7% men)

· 40% watch TV and 27% check the weather

· 26% will send an email or text before leaving home

· Only 4% will make love and 2% exercise Editor's notes

· HGCA aims to improve the production and marketing of UK grain. It provides market information, assists cereal product development, promotes exports and funds research and development.

· For further information on the health benefits of breakfast cereals visit: www.breakfastcereal.org

· Cereal farmers not only produce the grain that is used in a wide range of breakfast products including bread and porridge, but also the grain that is then used in the production of other breakfast foods such as sausages, bacon and eggs

· * References and further information available on request

For further information contact the BCIS Team on:
Tel: 020 7815 3900
Email: info@breakfastcereal.org



METHOD: The survey was conducted online by YouGov Plc. Fieldwork ran 9th to 12th December 2005. 2,345 GB adults were interviewed and the results then weighted to the profile established by the 2,001 Census.

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