What are we eating to start the day?
Breakfast is considered the most important meal of the day, but just how many people are taking time for breakfast, and what do they eat? Part one of our consumer insights report on breakfast habits in Europe and the US looks at the trends shaping our morning meals.
1 in 4 consumers spend less than 5 minutes per day on preparing and eating their breakfast due to increasingly busy schedules.
76% of respondents say they are conscious of their health, while 69% say they prefer healthy to cheap foods in the morning.
59% of respondents say they read food labels more often than they did five years ago, and 56% look first to the ingredients list.