Survey Reveals British Breakfast Habits

As part of a UK-wide organic breakfast campaign, Rachel’s Organic, Britain’s leading organic dairy commissioned a YouGov survey to look into the nation’s breakfast habits. The study of over 2000 GB adults sought to gauge attitudes to organics in what is often regarded nutritionally as the most important meal of the day.

Results also highlight the popularity of organic dairy produce, including milk butter and yogurt, for breakfast.

The survey is part of the Rachel’s Organic contribution to 'Wake up to an Organic Breakfast', the theme of this year’s ‘Organic Fortnight’ campaign (1-16th September 2007) led by Soil Association.

Amongst the findings, the Rachel’s Organic survey revealed that at least
1 in 8 (12%) adults skip breakfast altogether. Meanwhile, of those who do eat breakfast, some 6 out of 10 (58%) do actually opt for organic produce all or some of the time.

Not surprisingly perhaps, most people (88%) eat breakfast at home but 1 in 10 (12%) take their first meal of the day elsewhere, either eating out or ‘on the go’ – most noticeable in London where 15% take breakfast at work!

Amongst all 25-34 year olds, nearly 1 in 5 (19%) either stand up or consume breakfast moving about, with the over 55s enjoying a more leisurely breakfast, taking time for a sit down breakfast. 1 in 10 (11%) of all men who eat breakfast at home however definitely prefer to take theirs standing up!

The most popular breakfast food is cereal (67%) and toast/ bread (62%) accompanied by milk (52%) and butter (31%).

Sales of organic dairy are increasing a massive 9% year on year. Key drivers in this include increased consumer awareness of environmental issues and farming practices as well as a focus on purer nutrition and related health benefits.

Commenting. Marketing Director Steve Clarke remarked, “Our survey indicates that people are increasingly aware of the quality of food they consume. As part of this, we’re seeing a strong rise in demand for Rachel’s Organic butter and milk as well as yogurts. They provide important quality nutrition for breakfast which is probably the most rushed meal of the day.

“With 6 out of 10 opting for organic on their breakfast menu, it’s very good news for the organic movement in the UK. Retailers are also increasingly capitalising on the huge latent demand for organic produce. This survey will hopefully provide added impetus and food for thought during the Soil Association’s Organic Fortnight.”

The Rachel’s Organic YouGov survey questioned a sample of 2049 GB adults. Fieldwork was undertaken between 26th - 30th July 2007. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).

Findings show that:

• Almost 6 out of 10 (58%) of people eat or drink organic produce for breakfast all or some of the time
• 1 in 8 (12%) people skip breakfast altogether!
• 88% who take breakfast still eat it at home – with 1 in 10 (11%) eating out, at work or ‘on the go’ - more noticeable in London more noticeable in London where 15% take breakfast at work
• 1 in 10 (11%) of men who eat their breakfast at home eat it standing up!
• The over 55s take a more leisurely breakfast – 90% sit down to eat and drink their breakfast at home.
• Amongst all 25-34 year olds, nearly 1 in 5 (19%) either stand up or consume breakfast moving about
• Those questioned reported consuming a mix of breakfast foods including: Cereal (67%); Toast/ bread (62%); Milk (52%); Butter (31%); Fruit (34%); Eggs (32%); Porridge (31%); Bacon (29%); Yogurt (23%);