Study on Breakfast Habits 2017

Study on Breakfast Habits 2017

Study on Breakfast Habits 2017

Findings of the Survey

For the fourth time now we have conducted our in house Study on Breakfast Habits.

In this study we observe the breakfast patterns of Organic Consumers, and this time we focused particularly on the differences between breakfast habits on the weekends and the weekend.

The Summaries of our past studies from December 2014, Summer 2015 and Winter 2015/2016 are also available in our archive (only in German at this time).

Over the weekend people spend more time on their breakfast. While during the weekend seldom more than 30 minutes is spent on the meal, and a large percentage of people only dedicates 15 minutes to it, the majority of those questioned reported to spending 30 to 60 minutes on their weekend breakfasts.

When asked with whom they ate breakfast with, there was a big age divide. Among 30-year-olds eating breakfast with friends is most popular. With those respondents between the ages of 30 and 50, however, it is most common to eat breakfast with the family.

Information about the Survey

The Study was conducted from the 12.04.2017 to the 24.04.2017.

In total there were 1620 participants between the ages of 18 and 74 (ø = 35 years), of these 79% were females and 20% males.

69% consume organic products on a daily basis.

50% eat everything, 20% were flexitarians 16% vegetarians and 9% vegans.

On weekends breakfast more frequently consists of both warm and cold beverages, bread/toast with toppings and eggs, but also fruit and yogurt. During the week, however, cereal is much more common.

Vegans eat (both during the week and on weekends) a significantly greater proportion of cereals, fruit and superfoods than those of other dietary groups.

Eating porridge/oatmeal for breakfast is considerably more popular among women than it is among men.

Eating cereal, and above all porridge, is more widespread among those who consume a lot of organic products. Those who eat organic products less frequently, largely avoided porridge/oatmeal in favor of commercial processed cereal like Cornflakes.

Over the weekend it is more common for loose tea (not in teabags) to be consumed than it is during the week.

Those who regularly consume organic products drink less carbonated mineral water, juice and milk for breakfast in favor of still water and milk alternatives than those who consume organic products semi-regularly or even less frequently.

Participants of the survey primarily identified healthy nutrition and energy as important factors when choosing breakfast foods both during the week as well as over the weekend. During the weekend, enjoyment was also identified became a focal point of breakfast food decision making. Many also sighted communication with others as important to them during breakfast on weekends, while during the week speed mattered most.

The biggest changes we have observed recently have been less consumption of bread and coffee and more consumption of fruit and cereal.

Conclusions

 

  • Breakfast behavior on weekends is radically different from behavior during the week.

 

  • There are also noticeable differences between various age groups, gender groups, and groups of varying frequency of organic consumption.

 

  • While all in all this year’s breakfast habits are very similar to those of the past year, porridge/oatmeal consumption instead of bread/toast, particularly during the week, is much more widespread than it was in 2015. Over the weekend it can also be observed that fruit and yogurt are rising in popularity.

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