Breakfast on the go – a convenience opportunity

A Galaxy Research survey conducted in October 2013, has revealed new trends around breakfast consumption in Australia.

The research, conducted among a total national representative sample of 1001 Australians aged 18-64 years, as well as Newspoll Research survey conducted in March 2012 among a national representative sample of 1207 Australians aged 18 years and over, indicates that breakfast eaters are increasingly eating on the move or outside the home.

  • Nine out of 10 Australians agree breakfast is the most important meal of the day (89%) and actively seek to buy healthier breakfast foods to improve either their own or their family’s diet (88%).
  • Nearly two thirds (65%) of Australians are skipping breakfast with as many as one in five (22%), or more than 3 million Aussies, skipping breakfast most days of the week.
  • The average Australian allocates less than 10 minutes for eating breakfast on a typical weekday while one third (35%) allocates only five minutes or less.
  • Breakfast is the meal of the day most likely to be skipped with 44% of people acknowledging that they skip it most often in a typical week.
  • The main reasons Aussies skip breakfast are not enough time (50%), not hungry or prefer to eat later in the day (34%), and too disorganised (23%).
  • 54% of regular breakfast skippers still find time for social media in the morning including checking and sending emails (44%) and “facebooking” (35%). Other activities regular skippers give priority to include choosing to sleep in as long as possible (44%), doing household chores (32%), watching telly (27%), helping get children ready (23%), reading the paper (19%), or exercising (11%).
  • As many as 84% of parents have prepared breakfast for their kids but then skipped it themselves.
  • Mums (52%) are much more likely than Dads (35%) to do this on a regular basis.
  • Parents are more likely to substitute coffee for breakfast on a regular basis (39%) than non parents (25%).
  • Gen Y is the least likely to eat breakfast at home (65%) and more likely to eat it on the go (20%) or at work (28%).

Sanitarium’s newly launched UP&GO Oats2Go is according to Daniel Derrick, General Manager Marketing – Sanitarium Australia, “an exciting new addition to the UP&GO family and a great option for those mornings when you don’t have time for a sit down breakfast”.


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