Is The End Nigh For Cereal, Eggs & Toast? Traditional Brekkies Facing Extinction As Gen Ys Go Instagramable

Is The End Nigh For Cereal, Eggs & Toast? Traditional Brekkies Facing Extinction As Gen Ys Go Instagramable
SHARE
THIS



We’ve all heard the damage smashed avocado on sourdough is doing to the housing industry, but a new study has revealed that Millennials’ love of Instagramable food options could be hastening the death knell for a number of traditional breakfast items.

According to a new study, things such as corn flakes, museli and boiled eggs are on the outer for the under 35s, being replaced by pancakes, waffles and, of course, avocado on toast.

The study – albeit a British one – was conducted by fiery hot sauce maker Tabasco and found that 71 per cent of Millennial-aged Brits said they’d probably never eat cereal or toast for breakfast again.

One-third of respondents said they’d never tried a boiled egg and soldiers for breakfast and 27 per cent admitted to have never eaten corn flakes!

Another 15 per cent admitted scrolling through Instagram images to find their daily breakfast inspiration.

As anyone who’s travelled to the UK or even lived with a Brit can attest, they do have some unusual breakfast habits and it’s not hard to see why they could be on the decline.

Tabasco’s study found traditional favourites such as kippers, grapefruit, black pudding and kedgeree – a Anglo-Indian dish of cooked flaked fish, boiled rice, parsley, hard-boiled eggs, and curry powder – were well and truly on the outer for younger Brits.

A rise in vegan diets has also meant a sharp decrease in people eating the traditional fry-up every morning.

That said, the study found that the number one breakfast choice for Ys in the UK today was the very meaty and, arguably, not that photogenic bacon sandwich.

Here’s a list of what’s in and what’s out for the Ys for breakfast:

OUT (percentage in brackets shows the number of respondents who’d never tried it for breakfast)

1. Kedgeree 57%

2. Kippers 55%

3. Half a grapefruit 51%

4. Marmalade 50%

5. Black pudding 50%

6. A bowl of muesli 47%

7. A bowl of bran flakes 40%

8. Fried bread 34%

9. Boiled egg and soldiers 29%

10. A bowl of cornflakes 27%

11. Porridge 24%

12. Margarine 24%

13. Raspberry jam 23%

14. A traditional fry-up 19%

15. Strawberry jam 18%

IN (percentage in brackets shows the number of respondents who say they eat this all the time for breakfast)

 1. Bacon sandwich 37%

2. Sweet or savoury pancakes 27%

3. Avocado toast 25%

4. Eggs benedict 23%

5. Sweet or savoury waffles 20%

6. Cinnamon roll 19%

7. ‘Cloud’ eggs 18%

8. Banana bread 17%

9. Breakfast burrito 16%

10. Fried halloumi 16%

11. A ‘cruffin’ 15%

12. A ‘cronut’ 14%

13. Vegan or veggie ‘fry-up’ 12%

14. Eggs on sourdough toast 12%

15. Huevos rancheros (Mexican eggs and bean dish) 6%

 

 

 

 

 

 

 

Please login with linkedin to comment

Marketing to Millennials tabasco

Latest News

Chris Howatson’s Next Move Revealed
  • Advertising

Chris Howatson’s Next Move Revealed

B&T can confirm departing CHEP CEO Chris Howatson's next move here. Not that he's actually confirmed it to us.

by B&T Magazine

B&T Magazine
Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead
  • Campaigns

Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead

New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]

Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency
  • Campaigns

Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency

The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]

MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign
  • Campaigns

MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign

In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]

Charity Bailey’s Day Launches ‘The Big-Hearted Bear’ Campaign Featuring Livinia Nixon Via Noisy Beast
  • Media

Charity Bailey’s Day Launches ‘The Big-Hearted Bear’ Campaign Featuring Livinia Nixon Via Noisy Beast

Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon. Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, […]