Breakfast set to make a comeback, says new report

A new report exposes Britain as one of the worst countries in Europe for skipping breakfast, but predicts that our bad breakfast routines will change, with breakfast being back on the menu according to a new report - 'Future of Breakfast 2020'.

The report, released today by the Future Foundation on behalf of Kellogg's National Breakfast Week (6-10 September 2004), reveals Britain isn't taking breakfast seriously, with 1 in 5 adults now skipping it altogether. More concerning is that 1 in 5 children are also skipping breakfast, going to school on an empty stomach despite evidence that eating breakfast can help improve concentration and behaviour.

The University of Reading recently revealed a 12 year old who skips breakfast has the reaction time and mental agility of a 70 year old in the classroom. In addition, a recent study highlighted that breakfast eaters are slimmer than breakfast skippers - 1 in 4 children who skip breakfast, snack on crisps and chocolate on the way to school and are more likely to snack again at break time.

However, the 'Future of Breakfast 2020' report predicts a backlash to the current trend for rushing or missing breakfast. Expectations are that breakfast will become a more sociable, varied, and enjoyable occasion.

Report author and Chief Executive of the Future Foundation, Michael Willmott, says: "The growing trend to lead a healthier lifestyle and set higher standards for our children will lead to a breakfast revival, where families choose to start the day together - setting the foundations for good health, social and nutritional habits for the future."

According to the report, four out of five of Britons do now at least recognise that breakfast is the most important meal of the day. Two thirds of those under the age of 35 wish they had more time for the meal.

Sara Stanner, Nutrition Scientist for the British Nutrition Foundation, comments: "It would be great to see breakfast making a revival. A high carbohydrate, low fat breakfast can make an important nutritional contribution to the diet, particularly for young people. It refuels the body and mind for the day ahead."

British breakfasts of the future are more likely to consist of greater choice and variety. Choice is already an important part of breakfast today with the average kitchen cupboard containing four different varieties of breakfast cereal.

With more parents working, the popularity of school breakfast clubs is also likely to grow and is already supported by leading cereal brands, such as Kellogg's.

At weekends, breakfast will increasingly become a time for socialising. Research already shows that the breakfast 'window' is stretching from the classic 7 'til 9 in the morning, to anything from 5.30 in the morning to just before lunch.