A third of adults have changed their breakfast habits in the last three years as 38% have said they now eat ‘healthier’ meals and 34% try to eat breakfast every day.
According to a recent study of 2,000 adults by Nestlé milk alternative brand Wunda, 35% of adults believe breakfast is the healthiest meal of the day in comparison to 21% for lunch and 15% for evening meals.
For Gen Zs, the importance of breakfast increases to 46% as 18 to 24 year olds are the biggest consumers of porridge, overnight oats, avocados and smoothies.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
The study also revealed that Gen Z typically opts for a morning meal three times a week that includes plant-based alternatives to milk and meat more than any other age group.
As 18 to 24 year olds were seen to regularly buy three different types of milk or milk alternatives, Wunda has launched a milk alternative made from yellow split pea.
Teaming up with TV chef Miguel Barclay to develop five recipes to include the plant-based alternative, he said that the product works well on French toast as well as panna cotta and savory options including creamed spinach and muffin.
Barclay added: “The research shows young people are the biggest adopters of milk alternatives with their breakfast, and not only that, they believe they’re eating healthier than any other age group, and they’re more interested in adding nutrition at the start of the day.
Wunda senior brand manager, Vasu Read said: “Many people might be under the impression young people are time poor and more likely to skip the first meal of the day, or put less effort into their meals, but this research shows it’s not the case.
“Young people are up the earliest, can be health conscious, and would like to prioritise their nutritional needs in the morning.
“We want to showcase that plant-based diets don’t need to come at the compromise of taste or nutrition, and our yellow split pea milk alternative, is a source of protein with a light, creamy taste that’s ideal for a frothy coffee, delicate enough for cereal and tea, and great for cooking and baking.”
