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Brits are looking for 'healthier' breakfast options

New research by milk alternative, Wunda, proves that consumers are looking to make breakfast the most important meal of the day
Miguel Barclay with Wunda
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A third of adults have changed their morning meal time habits in the past three years, with 38% of them now believing they eat a 'healthier' dish and 34% trying to eat breakfast every day.

A study of 2,000 adults revealed just how different generational eating habits are – from timings to what meals include.

More than a third of adults (35%) – and 46% of Gen Zs – believe breakfast is their healthiest meal of the day, compared to 21% who think lunch is and 15% who say their evening meal is.

And when it comes to dishes of choice, 18-24 year olds are the biggest consumers of porridge (39%) and overnight oats (33%). They're also stereotypically more likely to have avocados (9%) and smoothies (8%) for breakfast, while 55-64 year olds settle for cereal (44%).

The research was commissioned by milk alternative, Wunda, and found 43% of adults believe that breakfast is the most important meal, and 52% believe it sets them up for the day.

Typically, on three days a week, Gen Zs opt for a morning meal that include plant-based alternatives to milk and meat– more than any other age group.

Indeed, when it comes to milk, 18-24 year olds regularly buy three different types of milk or milk alternatives.

Pea milk is the milk alternative of choice for 9% of adults with their cereal and 15% with their porridge, so Wunda – a milk alternative made from yellow split pea – has teamed up with TV chef Miguel Barclay to develop five new easy and tasty recipes that all hero the plant-based milk alternative.

TV Chef, Miguel Barclay, said: "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.

"I wanted to team up with Wunda – my new favourite milk alternative – to create recipes that are tasty, simple, quick and affordable, to showcase how easy it is to add variety to your meals – without resorting to the same old foods at the back of the pantry.

"For that reason, I've highlighted how Wunda yellow split pea milk works really well in my take on French Toast, or you can try a more savoury Creamed Spinach and Muffin or – my pick of the bunch – a twist on a panna cotta with my Breakfast Panna Cotta. I've used Wunda milk alternative because it’s tasty and nutritious."1

The research also found that when it comes to when Brits eat breakfast, young people eat the earliest, at the average times of 7:37am on weekdays and 8:17am on weekends, whereas over 65s enjoy their first meal of the day at 8:00am during the week and 8:40am on Saturdays and Sundays.

This may be explained by almost half of 18-24 year olds (46%) eating as soon as they're awake, while the majority of other age groups do so only when they're hungry.

The amount of time people have to prepare and eat breakfast (27%) and how healthy they believe the dish is (24%) are among the influences when it comes to meal choices.

But 18-24 year olds have been most inspired by friends and family member's habits (37%) as well as health trends (31%) and social media crazes (29%) more than other age groups.

Similarly, they're most likely to get breakfast ideas from cafes and restaurants (41%), online (38%) and recipe books (38%).

Almost half (46%) of all adults describe their breakfast as healthy, while 18-24 year olds are most likely to believe their dish is high in calcium (46%) and protein (44%).

A further 43% polled via OnePoll believe they are 'health conscious' – including 62% of Gen Zs.

Reasons for these generational changes are down to working from home (21%), trying the latest trends (23%) and going on a 'health kick' (19%).

Vasu Read, Senior Brand Manager for Wunda, said: "It's interesting to discover the trends and differences when it comes to breakfasts for adults.

"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."

For Miguel Barclay's Wunda recipes, please visit Miguel Barclay website.

For more information on Wunda, please visit Wunda website.

1 Protein contributes to a growth in muscle mass, Wunda should be consumed as part of a balanced and varied diet.

Survey conducted via OnePoll in October, 2022, with 2,000 adult respondents.

About Wunda

Wunda is an innovative plant-based milk alternative which was launched in the UK and Ireland in June 2021. Made from yellow split peas, Wunda has a neutral, refreshing taste that makes it a great alternative and versatile choice for people who want a plant-based drink that tastes closer to dairy.

Not only does Wunda taste great, it's also nutritious and has been certified a carbon neutral by the UK Carbon Trust.

Wunda Original and Unsweetened can be purchased online or in person at all major supermarkets, including Tesco, Sainsburys, Asda, Morrisons, Co-Op, Amazon and Ocado. RRP £1.90, 950ml.

Good for you & good for the planet*   

Wunda believes that plant-based living should be effortless for people while helping to tread lighter on the planet. Not only is Wunda high in pea protein, low in fat and sugars but it is also versatile and tasty.    


Wunda only uses fibre that has been certified by the Forest Stewardship Council (FSC) in its cartons which are made by Tetrapak, meaning each carton is made from responsibly sourced and renewable material, and is recyclable.    

All packaging components can be recycled, so place your empty, washed Wunda cartons in the recycling bin or take them to certain recycling points (please check your local authority).      

* Protein contributes to a growth in muscle mass, Wunda should be consumed as part of a balanced and varied diet. Plant-based diets represent a major opportunity to reduce greenhouse gas emissions (Intergovernmental Panel on Climate Change- IPCC, 2019).