New research has found that Gen Z are more likely to skip breakfast than any other generation
Gen Z are the most likely to give breakfast a miss, according to recent research. A survey of 2,000 adults revealed that those under 28 skip breakfast on average twice a week, opting to hit the snooze button instead. While some oversleep and miss their opportunity to eat before starting their day, others consciously choose to stay in bed and scroll rather than get up for breakfast.
Furthermore, 22% opt to use this time to get a head start on the day’s work or to decide what to wear. For 11%, their skincare routine takes priority over a nutritious breakfast.
A spokesperson for UFIT, which commissioned the study as part of the launch of their breakfast shakes, protein cereal, and porridge, said: “Just because you’re busy, doesn’t mean you should miss out on the enjoyment of breakfast, whilst still being fuelled for the day ahead.
“We all know it, but it bears repeating – the first meal is crucial for setting us up for a good start to the day. Even if you’re running out the door, a quick boost can ensure your morning is as focused and productive as can be.”
Almost half of the respondents revealed that their overall enjoyment of breakfast depends on whether they’re in a rush to leave the house. However, the study found that Brits only have an average of 13 minutes for breakfast, with 14% cramming their meal into five minutes or less.
Unsurprisingly, 21% expressed frustration at always having to eat in a hurry. Other grievances included eating the same thing every day, not feeling hungry so early in the morning, and being bored with their current breakfast routine.
These issues are even more pronounced among Gen Zs and Millennials, with 58% and 63% respectively, enjoying their breakfast more when they’re not rushing off to work.
Time seems to be a significant factor for Millennials, as 34% of those who skip breakfast would be persuaded not to if they had more time in the morning. Similarly, 28% would consider eating breakfast if they had something quicker and easier to grab.
This could explain why some prefer a liquid breakfast, such as a smoothie (15%), protein shake (13%), or milkshake (12%) – with 26% considering a cup of coffee or tea as ‘breakfast’.
Aside from these options, breakfast eaters are sticking to quick, familiar favourites – from timeless classics like porridge (28%) to comforting staples like eggs on toast (22%) or a bacon sandwich (14%).
A spokesperson for UFIT stated: “It’s unlikely we’re going to miraculously find more time in the mornings to sit down and leisurely eat our breakfast as we’d actually want to. Despite almost half (44%) of Brits stating breakfast sets them up for the day, it’s surprising to hear so many skip this occasion.
“As many of us have other commitments – be they work or childcare – or simply things we’d rather be doing, like taking the time to look our best or having an extra 10 minutes in bed.
“Cereal remains among the most popular breakfast choices in the UK, so we have introduced new options designed specifically for these busy mornings.
“Giving Brits a way to fit in breakfast even when they’re short on time.”
