|
 |
January 2007
Missing Breakfast...Missing the Point
Half of UK adults not eating breakfast everyday
New YouGov1 research (Jan 2007) released today reveals that while 93% of adults and 86% of children understand the significant nutritional benefits of breakfast, nearly half of the UK adults (48%) are still not eating this crucial meal everyday.
Main reasons cited for skipping breakfast were 'not hungry enough' by 52% of the respondents and 'not enough time' by 47% of respondents. Cereals however remain the most popular breakfast choice with 88% of respondents sometimes eating it and two thirds having it at least once a week.
The research commissioned by the Breakfast Cereal Information Service (BCIS), shows that breakfast messages by healthy eating campaigners are finally getting through to most adults, but knowledge and understanding of the importance of this meal is not translating into good actions. More parents claim that overall 76% of their children eat breakfast everyday, however this falls with age from 86% for those aged under three, down to only 61% of 13 - 16 yr olds.
The results come as no surprise as the data also shows that less than 1 in 5 families always eat breakfast together, which makes it difficult for parents to monitor if and what their children are having.
BCIS Spokesperson and Nutritionist, Penny Hunking commented: "It is clear that there remains an urgent need for more nutrition education amongst adults and older children. Good intentions to lead healthier lifestyles are met with equally bad action, and people are simply not making the time for this important meal. You need to remember that breakfast literally means 'breaking the fast' and for some people the 'fast' can be as long as 16 hrs. Eating breakfast is proven to provide adults and children with the energy to perform physically and mentally well at work and school. As golden rule always try making time to eat a healthy breakfast before 10.30 a.m."
From the 21st January 2007, the BCIS has lined up a series of experts to help convey the benefits of eating breakfast and provide simple tips to ensure this meal is not skipped. By logging on to www.breakfastcereal.org/puttingbreakfastfirst consumers will find useful information and tools to help change some of their morning habits and make eating breakfast become a pleasure and a necessity rather than a chore.
Penny Hunking continued: "The cereal industry is leading the way with product reformulation, clear nutrition labelling and an education campaign. Only time will tell if this will help turn the breakfast tide to improve understanding of the importance of better nutrition habits but nevertheless it's a good start. There is still some hope that we may be able to influence long-term consumer behaviour."
For further information contact the BCIS Team on:
Tel: 020 7815 3900
Email: info@breakfastcereal.org
Note to Editors
1. The 'Putting Breakfast First' Report is research commissioned by the BCIS and conducted by You Gov in 2007, which surveyed over 2,000 UK consumers, over 700 parents and over 200 children
2. Experts contributing to the Putting Breakfast First Campaign include Professor Tom Sanders, Head of Nutritional Sciences, King's College London; Professor Stuart Biddle, Head of School of Sport & Exercise Sciences, Loughborough University; Dr Pat Spungin, Child Psychologist, Founder of Raising Kids and Consultant Nutritionist, Penny Hunking.
3. The Breakfast Cereal Information Service is a resource providing easily accessible information on breakfast cereals and the breakfast cereal industry on behalf of the Association of Cereal Food Manufacturers (ACFM)
4. The ACFM is the trade association of the UK's leading breakfast cereal manufacturers. Members are Cereal Partners, Dailycer, Jordans, Kellogg's, Morning Foods, PepsiCo, Weetabix and Dorset Cereals
|
|
