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Can restaurants fill Britain's breakfast void?

27 | 08 | 13

According to the old saying, breakfast is the most important meal of the day. However, it seems a significant number of Brits may be starting their day without any food at all. 

A new study by Canadean Custom Solutions has revealed many people choose to skip this meal and it has been suggested this could be bad for the nation's health. While this is worrying, could it present an opportunity for the UK's restaurant and eating out industry? We take a look below.

Four in ten miss out

According to Canadean, some 43 per cent of British adults skip breakfast at least once a week. This trend is most prevalent among young people, with 54 per cent of those aged between 18 and 24 having a minimum of one breakfastless day each week. 

A significant number of Brits go without breakfast more often than not, with close to a third (29 per cent) saying they miss the meal at least four times a week. When asked why they skip their morning meal, 49 per cent of respondents claimed it is because they are not hungry at that time of day. A further 26 per cent said it is simply due to the fact they don't have enough time.

Michael Hughes, a research manager at Canadean Custom Solutions, commented: “Consumers are trying to cram as many activities as possible into the day and this is impacting breakfast occasions. 

"This is a result of changing eating patterns meaning they are not hungry in the morning or they simply do not have time to prepare breakfast.”

Negative effects

This trend of skipping breakfast may well have a negative impact on the UK's health, Canadean has warned. It cited an article by the Journal of Epidemiology, which found breakfast missers actually have an increased risk of obesity due to the need to eat more later in the day, as proof of this. 

The journal also revealed not eating in the morning suppresses insulin concentrations in the body, which can lead to fat cells increasing the amount of fatty acids they store. This is significant, as 12 per cent of the people surveyed by Canadean said they miss breakfast in a bid to lose weight. However, it seems they could be damaging their health rather than improving it. 

An opportunity for restaurants?

Despite so many people choosing to skip breakfast, sales of the meal in restaurants have actually increased and this is something companies could look to take advantage of in the future. 

According to research by the NPD Group, the amount of Brits starting their day by eating-out has grown by nine per cent between 2009 and 2012, meaning it now makes up 20 per cent of the total market. If companies can tailor their offering to appeal to breakfast skippers, their morning trade could increase even further. 

Catering equipment firms will also be interested in this trend, as if breakfast becomes more important for venues demand for certain types of kitchen appliances may well grow.ADNFCR-16001031-ID-801629502-ADNFCR


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