Life is all about opinions, and there’s not always a ‘right’ answer. Tea or coffee? Comedy or romance? Cream before jam or jam before cream? (Not the most healthy breakfast idea, in fairness).
But are we similarly split when it comes to our breakfast choices? We polled more than 2,000 people (aged 16+) to uncover the UK’s most popular breakfast tastes and trends.
- Cereal is the number one breakfast option in every UK region except Greater London. Nearly a fifth (19%) of Londoners say toast is king.
- Belfast has the highest percentage (36%) of regular cereal eaters in the UK, followed by Newcastle (33%) and Plymouth (31%).
- More than one in ten (11%) females, and 8% of males, say they skip breakfast on a typical weekday.
- People are most likely to be motivated by ‘health and nutrition’ (35%) in their breakfast choices. This rises to 38% among both children (aged 16+) and 25-34-year-olds.
- Cardiff was the city where people were most likely (10%) to choose a fry-up as their go-to breakfast.
Ranked: the most popular UK breakfasts
In Britain, our breakfast habits have come a long way from the Middle Ages, when bread, cheese and ale were typical breakfast staples. Today, variety is the spice of life.
| If you could change your breakfast routine, what would you do differently? | |
|---|---|
| I’d try different breakfasts instead of eating the same thing every day | 21% |
| I’d prepare a more nutritious breakfast | 21% |
| I’d take more time to relax while eating (e.g. reading, watching TV, listening to a podcast) | 20% |
| I’d prepare a bigger breakfast | 13% |
| I’d cook for my family / household | 11% |
| I’d skip breakfast | 5% |
| Unsure | 4% |
| I’d sit down and enjoy breakfast instead of eating on the go | 2% |
| Other | 0.5% |
Clearly, we’re a nation that’s serious about cereal. Almost a quarter of us (23%) opt for cereals like Weetabix for our morning fuel.
- Cereals are the most popular breakfast choice across all age groups, rising to 27% among over 55s.
- Males are more likely than females (26% versus 21%) to eat cereal at breakfast time.
- Belfast has the biggest appetite for cereal (36%) followed by Newcastle (33%) and Plymouth (31%).
But it’s fair to say that toast isn’t totally…toast. In Greater London, toast was the most popular breakfast option – 19% of respondents – but cereal was number one in all other UK regions. Do Londoners simply prefer breakfast on the go when they hit the tube?
Elsewhere, eggs scored highest (16%) in Edinburgh – or should that be Egg-inburgh?
And while skipping breakfast is widely considered to be a nutritional no-no, a small minority, including 11% of females (versus 8% of males) told us they skip breakfast on a typical weekday. Plymouth had the highest rate (16%) of breakfast skippers.
The rise (and rise) of healthy breakfast trends
There’s a time and a place for a deliciously decadent breakfast, but one trend we uncovered was a new generation of health-conscious early risers.
| Which of the following statements, if any, best describe your typical weekday morning breakfast routine? | |
|---|---|
| I take my time and have breakfast alone | 27% |
| I sit down and take a short break (e.g. watching TV, scrolling social media, reading) | 25% |
| I eat quickly while multitasking (e.g. checking emails, getting ready, or helping kids) | 16% |
| I enjoy a relaxed breakfast with family or housemates | 16% |
| I grab something on the go (e.g. eating while commuting or rushing out the door) | 8% |
| None of the above | 5% |
| Unsure | 2% |
For many of us, our breakfast decisions are influenced by the impact on our mind, body and bowl.
- Younger people are driving the trend for healthier breakfasts. Children (aged 16+) and 25-34- year-olds were the most likely age groups (both 38%) to be driven by ‘health and nutrition’.
- For females, however, the top response was ‘convenience / quick to prepare’ (38%). In contrast, 31% of males chose this option.
- Scotland was the most health-conscious (38%) in their breakfast choices, while the north-east of England had the highest response for ‘cost-effectiveness’ (20%).
But while many of us recognise ‘we are what we eat’, old habits fry hard. Cardiff was the city where people were most likely to choose a fry-up (10%) as their go-to breakfast choice.
Breakfast to go vs. taking it slow
Whether we’re pro-porridge, mad about muesli or, bananas for Weetabix, we all have different breakfast routines in the morning. But how many of us like to have our breakfast on the go?
| What motivates your breakfast choice in the morning, if anything? | |
|---|---|
| Health and nutrition | 35% |
| Convenience / quick to prepare | 34% |
| Taste and enjoyment | 34% |
| To keep me full until lunch | 31% |
| Habit / routine | 26% |
| Cost-effectiveness | 15% |
| To support brain function and mental focus | 15% |
| N/A (nothing motivates my breakfast choice) | 6% |
| Unsure | 1% |
| Other | 2% |
As our survey shows, no two breakfast tables are exactly the same. Throughout our lifetimes, our breakfast routines are a movable feast.
- For parents, the most popular choice was ‘I sit down and take a short break’ (24%). For these busy mums and dads, breakfast means taking a break – fast!
- Almost a quarter (24%) of married people answered ‘I enjoy a relaxed breakfast with family or housemates’. And the feeling is mostly mutual! 19% of children said their typical breakfast routine means enjoying family time.
- Sibling differences play out across the breakfast table. Sisters were most likely to have a solo breakfast routine (26%), while the top answer for brothers was ‘I sit down and take a short break’ (27%).
Overall, Britain likes to ‘go solo’ at cereal time. 27% have their breakfast alone, rising to 36% among over 55s. Sheffield is the capital of the solo breakfast (34%), while people in Liverpool (15%) were the most likely to say they grab breakfast on the go.
Embracing new breakfast trends
As we learn more about healthy breakfast ideas, many of us are looking to shake up our morning routine. While 30% of people told us they wouldn’t change a thing, the rest of us are ready to break the habit of a lifetime.
| What is your go-to breakfast choice on a typical weekday, if anything? | |
|---|---|
| Cereal (e.g. Weetabix, cornflakes) | 23% |
| Toast | 18% |
| Porridge / oatmeal | 15% |
| Eggs (scrambled, fried, boiled) | 11% |
| N/A (no breakfast at all) | 9% |
| Fry-up | 5% |
| Yoghurt | 4% |
| Fruit | 4% |
| N/A (no particular preference) | 4% |
| Smoothie | 3% |
| Other | 2% |
| Unsure | 1% |
- Younger people are leading the charge when it comes to embracing healthy breakfasts. 28% of Gen Z (16-24 year olds) and 31% of young millennials (25-34 year olds) said that if they could change one aspect of their routine, they’d prepare a more nutritious breakfast.
- In contrast, just 14% of Baby Boomers (aged 55+) answered ‘nutritious breakfast’ as their ideal change of routine. This age group were also less likely (17%) to say they want to ‘try different breakfasts’, compared to 27% of Gen Z.
- Scotland was the most likely region (27%) to embrace healthy breakfast trends as a change of routine.
Of course, there’s no time like the present. If you’re looking for inspiration, here are some awesome (and healthy!) Weetabix breakfast ideas:
Top Form Bowl for a berry good start to the day.
Protein Bowl A pitch-perfect bowl with sliced banana and scattered cashews.
Zing-a-Bix A breakfast feast featuring zingy rhubarb and blueberries.