TOAST IS THE favourite breakfast choice for Irish adults, followed by porridge and cereal, according to a new study by Bord Bia.

The study found that over 30% of Irish adults ate toast for breakfast on the weekdays, going up to over 40% on the weekend.

A quarter of Irish adults ate porridge for breakfast on weekdays, followed by cereal (19%), eggs (18%), fruit (17%) and then yoghurt (10%).

One out of every 20 people ate rashers for breakfast on weekdays, while this rose to over one in 10 on weekends.

Consumption of eggs shot up on the weekend as well – with one in four people eating them.

The study, by Bord Bia’s Consumer Insights Team, sought to take a look at Ireland’s breakfast behaviour – looking at how often people ate breakfast, what they ate, what they did while they were eating and who they ate with.

The study, conducted by Red C research, also looked at breakfast trends in the UK for comparison.

In total, it looked at the breakfast habits of 2,929 adults (1,289 Irish).

According to Bord Bia, the research will assist in providing direction to the “Irish food and drink industry on breakfast innovation, branding and marketing opportunities in the future”.

Results

The study found that nine of out 10 Irish people have breakfast every day, with the vast majority (87%) eating it at home.

Over 40% of people check their emails of social media while eating breakfast, with the same percentage listening to the radio.

Nearly half (44%) of people drank tea most days with their breakfast, while over a quarter (28%) drink coffee.

Half of people eat breakfast alone, and half of all breakfasts are eaten between 8am and 10am.

The study also notes changing consumer habits, showing that a quarter of adults have recently changed their breakfast choices for health reasons.

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