Breakfast in Great Britain


At Kellogg we believe that great breakfasts lead to great days. And we’re passionate about helping everyone start each morning off right.

To better do this, we wanted to find out what matters to you and what role breakfast plays in the lives of you and your family. So we asked. And more than 2,000 people answered our survey on the subject of breakfast and the morning mealtime routine.

Questions ranged from the simple, such as, “How often do you eat breakfast?” and “What type of breakfast do you prefer?” to the more complex “What are the repercussions of missing breakfast?”

With each answer came deeper insight into the attitudes about your family’s morning habits. Why you eat what you eat for breakfast. Understanding the barriers that might keep families from enjoying breakfast. And the ways in which breakfast habits have changed over the years.

More than anything, we found that while the vast majority of people feel breakfast is important, the reasons for having breakfast varied across geographical regions.

Overall, 26 percent of respondents desired a leisurely breakfast. But that number was considerably higher in places such as Sheffield and Newcastle (35-39 percent).

On average, 10 percent of those surveyed were moving to a continental breakfast because it offers convenience and eating on the go. Yet in Edinburgh, only 2 percent cited convenience as their reason to change.

More so, the desire for variety was a major factor for a lot of people, with Newcastle leading the way at 39 percent.

So what does all this mean?

By asking these questions, it helps us to better understand the needs of you and your family. And in doing so, we can then look to continue to provide a variety of thoughtful, wholesome and delicious ways for everyone to realize the power of breakfast — to taste the potential of every day.

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