Brits are looking for ‘healthier’ breakfast options

A third of adults have changed their morning meal time habits in the past three years, with 38 per cent of them now believe they eat a ‘healthier’ dish and 34 per cent trying to eat breakfast every day.

A study of 2,000 adults by milk alternative, Wunda, revealed just how different generational eating habits are – from timings to what meals include. More than a third of adults (35 per cent) – and 46 per cent of Gen Zs – believe breakfast is their healthiest meal of the day, compared to 21 per cent who think lunch is and 15 per cent who say their evening meal is.

And when it comes to dishes of choice, 18-24 year olds are the biggest consumers of porridge (39 per cent) and overnight oats (33 per cent). They’re also stereotypically more likely to have avocados (9 per cent) and smoothies (8 per cent) for breakfast, while 55-64 year olds settle for cereal (44 per cent).

The research found 43 per cent of adults believe that breakfast is the most important meal, and 52 per cent believe it sets them up for the day.

Typically, on three days a week, Gen Zs opt for a morning meal that include plant-based alternatives to milk and meat– more than any other age group.

Indeed, when it comes to milk, 18-24 year olds regularly buy three different types of milk or milk alternatives.

The amount of time people have to prepare and eat breakfast (27 per cent) and how healthy they believe the dish is (24 per cent) are among the influences when it comes to meal choices.

But 18-24 year olds have been most inspired by friends and family member’s habits (37 per cent) as well as health trends (31 per cent) and social media crazes (29 per cent) more than other age groups.

Reasons for these generational changes are down to working from home (21 per cent), trying the latest trends (23 per cent) and going on a ‘health kick’ (19 per cent).