More and more breakfast eaters are tucking into fry-able foods. In the past year, consumption of Bacon and eggs has risen by 3.6% and 0.9%, respectively [Kantar Worldpanel 12 m/e February 2012].

Not unrelatedly, their resurgence comes at a time when healthiness is low on Brits’ lists of breakfast priorities. According to Kantar, health is the least important consideration at breakfast, cited by 26% of consumers - low compared with practicality (36%) and enjoyment (38%).

While more consumers are eschewing naughty breakfasts at - or on the way to - work, many are embracing more indulgent breakfasts at the weekend. Tellingly, the trend correlates with consumption of breakfast among 17 to 34-year old men, which has grown 3.1% year-on-year, more than any other group.

It doesn’t follow, though, that the Full English is back in Brits’ good books. Many are opting for pared down fry-ups - bacon and eggs with a slice of toast or a bacon and egg sarnie.

Convenience is key. “A bacon and egg sandwich can make a quick and easy meal without the need for an entire fry-up,” says Richard Tulip, sales and marketing director for egg producer Lintz Hall Farm.

However, despite the recent rise in consumption, Brits are eating less bacon and eggs than previous generations. A Mintel survey published in May compared modern breakfasts with those of 1972 and found that only 7% of today’s consumers eat bacon (versus 20% 40 years ago) and only 12% eat eggs (versus 29%).

Moreover, when people do eat a fry up, there’s sometimes a healthy ulterior motive. “People are opting for hot breakfasts so they don’t end up snacking,” says Richard Cullen, retail and consumer insight manager for AHDB.

Clearly, bacon and eggs is not the healthiest option - but it’s better than eating a bowl of cereal and feeling so peckish mid-morning you reach for chocolate or crisps.