Stat: Britons increasingly crave a healthy and nutritious breakfast

UK – A June 2025 Weetabix survey reveals that while cereal remains Britain’s top breakfast choice, health, convenience and solo routines are reshaping the nation’s morning habits.

Health and nutrition top the list of motivators, mentioned by 35% of respondents, rising to 38% of 16–24s and 25–34-year-olds, while 34% cite convenience and taste, and cost factors influence 15% of respondents. This gap signals a chance for brands to champion quick, nutritious breakfast solutions.

Interestingly, cereal still reigns supreme, with 23% of adults eating it daily and the leading choice in all regions except London, where 19% favour toast. Belfast earns the title of cereal capital, where it is favoured by 36% of respondents, followed by Newcastle (33%) and Plymouth (31%). 

Nearly one in 10 Britons surveyed miss breakfast on weekdays (9%), with women (11%) more likely to skip the most important meal of the day than men (8%). 

For more insights on why consumers are putting health and nutrition first when it comes to food and drink, read our Functional Feasting macrotrend report.