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Rachel’s Organic say 58% opt for an organic breakfast 30.08.07
As part of a UK-wide organic breakfast campaign, ‘Wake up to an Organic Breakfast’ run by the Soil Association, Rachel’s Organic, the UK’s first organic dairy, have just published a survey on British breakfast habits
The study conducted for Rachel’s Organics by YouGov questioned over 2000 British adults to gauge attitudes to organics in what is often regarded nutritionally as the most important meal of the day. Results also highlight the popularity of organic dairy produce, including milk butter and yogurt, for breakfast.
Amongst the findings, the Rachel’s Organic survey revealed that at least 1 in 8 (12%) adults skip breakfast altogether. Meanwhile, of those who do eat breakfast, some 6 out of 10 (58%) do actually opt for organic produce all or some of the time.
Not surprisingly perhaps, most people (88%) eat breakfast at home but 1 in 10 (12%) take their first meal of the day elsewhere, either eating out or ‘on the go’ – most noticeable in London where 15% take breakfast at work. Amongst all 25-34 year olds, nearly 1 in 5 (19%) either stand up or consume breakfast moving about, with the over 55s enjoying a more leisurely breakfast, taking time for a sit down breakfast. 1 in 10 (11%) of all men who eat breakfast at home however definitely prefer to take theirs standing up! The most popular breakfast food is cereal (67%) and toast/ bread (62%) accompanied by milk (52%) and butter (31%). Sales of organic dairy are increasing a massive 9% year on year. Key drivers in this include increased consumer awareness of environmental issues and farming practices as well as a focus on purer nutrition and related health benefits.
Rachel’s Organic’s marketing director Steve Clarke remarked, “Our survey indicates that people are increasingly aware of the quality of food they consume. As part of this, we’re seeing a strong rise in demand for Rachel’s Organic butter and milk as well as yogurts. They provide important quality nutrition for breakfast which is probably the most rushed meal of the day. With 6 out of 10 opting for organic on their breakfast menu, it’s very good news for the organic movement in the UK. Retailers are also increasingly capitalising on the huge latent demand for organic produce. This survey will hopefully provide added impetus and food for thought during the Soil Association’s Organic Fortnight.”
The Rachel’s Organic YouGov survey questioned a sample of 2049 GB adults. Fieldwork was undertaken between 26th - 30th July 2007. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).
Related links
Soil Association Organic Fortnight
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