Irish people still love their breakfast
The man from Loughmark, near Caherciveen in Co Kerry, who grew his companies into an iconic group, whose green-painted vehicles are still to be seen on London’s streets, learned early in his life that a worker with an empty stomach was no good.
While lifestyles and eating habits are changing rapidly with people becoming increasingly mobile and busier than ever, the old belief from the John Murphy era that a good breakfast will set a person up for the day ahead is still relevant.
Commonly hailed in the past as the “most important meal of the day”, the make-up of the breakfast has changed greatly from the traditional “full Irish” breakfast that can include rashers, sausages, black and white pudding, eggs, beans, mushrooms, tomatos and much more.
But whatever choices are made, the findings of a recent Bord Bia study revealed that almost 9-in-10 (87%) Irish people still have breakfast every day, with this figure rising slightly to 89% at the weekends.
Paula Donoghue, Bord Bia’s Consumer Insight Manager, said it seems the assertion that breakfast is the most important meal of the day still rings true in Ireland, despite our busier lifestyles.
The research found that the most important consideration for people is health and that 87% eat breakfast at home as opposed to the office.
Interestingly, almost 1-in-4 (23%) people have recently changed their breakfast choices for health reasons.
For instance, some 44% claim to be cutting back on sugar, while 13% of people are trying to reduce their carbohydrate intake.
The findings of the “Breakfast Club” research by Bord Bia, which studies consumer attitudes towards breakfast, will now assist the Irish food and drink industry on breakfast innovation, branding and marketing opportunities.
Bord Bia launched the report with a presentation to over 50 Irish food and drink producers servicing the category including Flahavans, O’Brien Fine Foods and O’Egg.
An interesting finding was that people are now making more time for breakfast, and are also multi-tasking with two-in-five Irish adults (41%) checking emails and social media while eating.
Over 20% of people use the time to also take daily vitamins, while watching TV, finishing household chores and getting children ready are also featuring highly.
Bread and toast tops the survey as Ireland’s favourite midweek breakfast for one third (33%) of people.
This is followed by porridge (25%), cereals (19%), eggs (18%) and fruit (17%) respectively.
Tea is the preferred drink at home with nearly half (44%) of people drinking it during the week, while another 28% drink coffee.
Water and fruit juice follow behind at 12% and 9% respectively while only 4% of people drink a fruit smoothie they have made themselves.
Half of all breakfasts in Ireland are eaten between 8am and 10am. On average, we spend 13.6 minutes on our breakfast during the week and 16.3 minutes at the weekend.
Half of us will never miss breakfast while those that never or rarely eat breakfast are likely to be single and young settlers (aged 21 to 29).
Half of Irish people are eating breakfast alone while 1-in-6 Irish people are under time pressure and stress while having breakfast.
To some extent, it is a predictable eating occasion, as 3-in-4 (74%) are certain or pretty sure what they will eat tomorrow. Only 7% of Irish adults vary their breakfast during the week. However, this jumps to 18% at the weekend.
In line with Irish adults, 85% of Irish children also eat breakfast at home. Cereal was found to be their number one choice followed by toast or bagels and porridge. Parent’s choose their kids’ breakfast items as “they know the children will eat it” and “to get something into them”.
According to the study, at breakfast time, Irish consumers are looking for options that are healthy, low cost and easy to prepare.
Paula Donoghue said people are looking for ‘permissible pleasures’ that make it easier for them to cut down on certain foods with a variant of their favourites.
“We also found many parents in our breakfast club were concerned about the level of sugar and salt in their kids’ preferred cereals but were stuck between giving them what is best and what they will eat.
“Many claim that they would like to see more low sugar and salt options which would ease their concerns and still be attractive to children,” she said.
The rise of the al desko breakfast is also becoming more prominent with many people facing longer commutes to work.
Some are preparing breakfast at home and then eating it in the office while others are finding new and innovative ways to prepare their favourites in the office.
There is a strong desire to still keep to a healthy diet, with many turning to protein shakes to keep them on track while current on-the-go options, such as cereal bars are being rejected due to high sugar and fat levels.
The study, conducted by RedC research, involved monitoring over 2,700 adult and 800 children breakfast occasions.
Bord Bia’s Consumer Insights Team is an authoritative source of consumer and market insight for Irish food and drink companies.
It allows them access to global intelligence and specialist category knowledge which are critical to commercial success.
This summer, Bord Bia will open a new insight centre at its Dublin offices. It is designed to help companies ensure that the consumer is at the heart of everything they do.
