This article is part of our Breakfast Digital Feature.

Breakfast is the most skipped meal of the day, with 45% of Brits missing the most important meal of the day at least once a week. But we’re not abandoning the breakfast table all together: our exclusive research shows that the traditional fry up is gaining popularity thanks to the high-protein trend, with 28% of consumers tucking into them at least once a week.

The research, conducted by Harris Interactive, found that of the 2,032 Brits polled, 25% believe cooked breakfasts are a great source of protein, while 40% believe eggs are a healthy breakfast item. It’s no surprise then that the number of breakfast occasions in which they feature is rising.

But not all are convinced by the health credentials of the Full English. Twenty-seven per cent of Brits are concerned about its fat content. “Cooked breakfasts seem to polarise public opinion with around half of Brits tucking into a cooked breakfast less often than weekly and a quarter never having a cooked breakfast,” says Lucia Juliano, head of consumer & retail research at Harris Interactive. “Some think cooked breakfasts are unhealthy (but still eat them) whilst others worry about too many carbs – this contrasts with those who see them as a great source of protein.”

Brits also express concerns over the health credentials of breakfast biscuits and cereals, particularly when it comes to sugar. Thirty-eight per cent of Brits think cereals aimed at kids are full of sugar and a similar amount believe manufacturers need to do more to reduce the sugar levels in their products. Meanwhile, 38% think breakfast biscuits are a total fad, though this opinion is much more popular with the older generation.

“Clearly these products are meeting the needs of busy, time-pressured people – and they are certainly more popular with the younger age groups than the older ones, but strangely enough only 4% of people think they are a good start to the day as they keep you fuller for longer – given this is one of the messages breakfast biscuits brands have been pushing, it doesn’t seem to be particularly credible,” adds Juliano. “Instead maybe a message around ‘healthy snacking’ might have more resonance given we see a quarter of people eating them as a snack rather than for breakfast.”

 How often do you skip breakfast?TotalMaleFemale16-2425-3435-4445-5455+
Never 43% 44% 43% 25% 34% 33% 39% 62%
Less often than once a week 12% 12% 12% 12% 14% 13% 12% 10%
About once a week 9% 8% 9% 11% 10% 9% 10% 6%
Every few days 21% 22% 20% 31% 24% 27% 24% 12%
Every day 15% 15% 16% 21% 17% 19% 15% 10%
Which of these statements do you agree with about breakfast?TotalMaleFemale16-2425-3435-4445-5455+
Breakfast is the most important meal of the day 57% 54% 60% 51% 52% 54% 59% 63%
It’s important to get lots of fibre at breakfast time 26% 26% 26% 26% 28% 26% 19% 28%
Breakfast’s importance is over-rated 19% 20% 19% 22% 21% 22% 19% 17%
It’s important to get lots of protein at breakfast time 16% 19% 14% 19% 16% 18% 13% 17%
It’s important to get lots of carbohydrate at breakfast time 12% 15% 9% 23% 15% 10% 12% 8%
It’s important to get lots of fat at breakfast time 3% 4% 2% 7% 6% 4% 2% 0
How often do you eat the following for breakfast?A cooked breakfastBreakfast cerealsFruitBreakfast biscuitsBaked products for breakfast
Never 24% 13% 31% 60% 36%
Less often than once a week 47% 18% 24% 20% 36%
About once a week 18% 12% 13% 9% 15%
Every few days 7% 28% 18% 9% 11%
Every day 3% 28% 13% 3% 3%
With regards to cooked breakfasts, which of the following statements do you agree with?TotalMaleFemale16-2425-3435-4445-5455+
Eggs are a healthy breakfast item 40% 37% 43% 30% 36% 35% 36% 50%
I’m worried about the fat content of cooked breakfasts 27% 25% 29% 33% 28% 29% 27% 24%
I would eat them more often if I had time or they were easier to prepare 26% 27% 25% 38% 29% 28% 26% 20%
They are a great way of getting protein 22% 22% 22% 23% 17% 24% 22% 23%
They are the best start to the day because they keep me fuller for longer 22% 24% 20% 17% 18% 21% 23% 25%
They are unhealthy 21% 21% 21% 28% 29% 24% 20% 14%
I’m worried about the carbohydrate content of cooked breakfast (bread, hash browns, etc) 11% 11% 10% 13% 13% 9% 9% 10%
I used to think they were unhealthy, but now my attitude has changed 10% 10% 10% 11% 10% 9% 7% 11%
With regards to breakfast cereals, which of the following statements do you agree with?TotalMaleFemale16-2425-3435-4445-5455+
They are a great source of fibre 40% 39% 42% 38% 37% 36% 38% 46%
Most cereals aimed at children are full of sugar 38% 34% 41% 33% 31% 37% 38% 43%
Cereal brands need to do more to reduce the amount of sugar 37% 31% 42% 30% 30% 32% 37% 44%
Certain products, such as muesli, are healthy, but others are not 28% 27% 28% 27% 27% 25% 30% 29%
I tend to buy own-label cereals these days - branded cereal is so much more expensive and the product is exactly the same 23% 22% 23% 22% 20% 20% 24% 25%
Granola makes you think it is healthy, but most are full of sugar 19% 15% 21% 16% 22% 21% 17% 18%
They are the best start to the day because they keep me fuller for longer 18% 16% 21% 18% 23% 15% 17% 19%
They are full of sugar and not good for you 17% 17% 17% 13% 20% 19% 15% 17%
I used to think they were healthy but now my attitude has changed 12% 12% 13% 14% 13% 11% 11% 12%
With regards to breakfast biscuits, which of the following statements do you agree with?TotalMaleFemale16-2425-3435-4445-5455+
They are a total fad 38% 37% 38% 22% 26% 31% 41% 50%
I find them too dry to eat 28% 28% 27% 31% 23% 25% 30% 29%
I tend to eat them as a snack rather than for breakfast 22% 21% 23% 35% 27% 22% 21% 16%
They are a great way to still have breakfast whilst rushing around in the morning 17% 14% 20% 24% 23% 19% 17% 10%
They are a great source of fibre 13% 13% 12% 19% 17% 12% 12% 9%
I keep a pack in my desk / car / bag for when I get hungry 10% 9% 11% 16% 15% 17% 7% 4%
They are a good, healthy start to the day 9% 10% 9% 14% 14% 13% 7% 5%
They are the best start to the day because they keep me fuller for longer 4% 5% 3% 9% 8% 4% 4% 1%

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10 Things You Need To Know About… Breakfast