Almost half of UK adults feel guilty about taking time out during the day, according to new research from McVitie’s, with the biscuit maker warning that increasingly busy lifestyles are affecting social connection and everyday relationships.
The study of 2,000 adults found that 46 per cent feel guilty for taking a break, while more than half (54 per cent) said they feel pressure to always be “on”.
Busy working days, constant to-do lists and packed home routines were identified as the main drivers behind the trend, with many consumers viewing downtime as “indulgent” or unproductive.
According to the research, 48 per cent of people said they are often too busy to stop and reset during the day, while one in three admitted apologising for taking breaks.
McVitie’s said the findings highlight growing pressure on social interaction and connection, with 57 per cent of respondents saying they are missing out on meaningful moments with others because of modern life demands.
The survey also found that 42 per cent deprioritise making plans with friends, while 39 per cent delay checking in with family due to busy schedules and life admin.
When people do take breaks, they are increasingly spent alone, with 47 per cent saying they use downtime to scroll on phones and 35 per cent catching up on messages instead of spending time with others.
Londoners were found to feel the greatest pressure to stay constantly switched on, while respondents in Northern Ireland were most likely to say they could not take breaks at all.
In response, McVitie’s has partnered with psychologist and The Traitors star Dr Ellie Buckley to encourage consumers to embrace short, shared breaks during the day.
“It’s often the smallest, most spontaneous moments, a quick chat over a biscuit and a cuppa, a shared pause between tasks, whether that’s between meetings or in the middle of a busy day of parenting, a knock on the door or a check-in message, that can feel meaningful,” she said.
“For many people, these everyday interactions can help brighten a moment, support a sense of connection, and gently strengthen relationships.”
The research also highlighted the positive impact of shared breaks, with 54 per cent saying regular daily breaks improved family relationships and 79 per cent reporting a mood boost after positive interactions with friends and family.
Despite this, 45 per cent of respondents believe the traditional biscuit break is becoming “endangered”, while more than three-quarters said they would like to see biscuit breaks make a comeback.
Pippa Whybourne, marketing manager at McVitie’s, said: “Connection can happen in the in-between moments: a biscuit break between meetings, a knock on a friend’s door, or a simple ‘are you free now?’ message.
“Because in a world that’s always switched on, the simplest way to feel closer might just be to stop and grab a moment, share a biscuit, and reconnect.”