BREAKFAST – Let’s tuck into a Jubilicious breakfast

If you want to celebrate the Best of British in this Jubilympic summer, why not start by toasting (thank you very much…) the Great British Breakfast?

British breakfasts have got much healthier since 1972, according to Mintel, the research experts, who are celebrating providing in-depth consumer research for 40 years, including tracking what we’ve been putting on our plates at breakfast time over the years.

Brits still like to tuck into a decent breakfast when they have the time, but these days it’s more likely to be a ‘heart-y’ one, as in good for your heart.

It’s down the pan for the great British fry up as bacon and egg fall out of favour for Brits at breakfast time. While eggs were top of the pops with the nation back in 1972, as many as three in ten (29%) enjoying a cracking good start to the day, forty years on just one in ten (12%) Brits start the day on an egg.

Meanwhile, bacon has also suffered as a breakfast option. While back in 1972 as many as one in five (20%) enjoyed a rasher or two, this British favourite has had the chop. In 2012, less than one in ten (7%) wake up to the smell of bacon. And it’s been a short sharp shock for marmalade too.

In 1972 more than a third (36%) of Brits enjoyed a dollop of the orange stuff, but today, just 7% of Brits spread it on their toast. As many as a fifth of Brits get fruity at breakfast with almost one in five (19%) drinking fruit juice, compared to just 11% in 1972. Encouragingly, just 6% of Brits only drink it at breakfast time, while back in the seventies twice as many (14%) admitted to starting the day with juice.

While British breakfast favourites still exist, Alexandra Richmond, Senior Consumer and Lifestyles Analyst at Mintel observes, we are more knowledgeable than ever about a healthy diet. Healthy choices now guide our dietary habits and over the last 40 years, Brits have recognised the importance of breakfast. A shortage of time, and the increased availability of healthier breakfast options explain the decline in popularity of the Great British fry-up, which has not changed much over the past 40 years – but it could potentially make a comeback with the other revamped British classics in the year of the Diamond Jubilee and the London Olympics, if we can find ways to make it healthier.

The Grocery Trader