More Brits Than Ever Shun Breakfast

CAMBRIDGE, England, June 23, 2010 - More British people are neglecting breakfast compared to 10 years ago.
New research reveals that despite increased awareness of the need to eat
well, over one-third (35 per cent) of the country is skimping on a proper
breakfast, with 15 per cent missing it completely.

The survey, conducted on behalf of South African grapefruit growers,
found that four in ten people miss breakfast at least once a week, with
almost half of people surveyed (43 per cent) admitting their daily
productivity decreased by up to 40 per cent when they didn't have breakfast.

Over half of 16-24 year olds (51 per cent) - many of whom will be school
and university students - are also following this trend, giving a poor
foundation for the studies, and setting a worrying precedent for later life.
Even when they do grab a bite, only one in five include some kind of fruit,
despite the government campaign to eat 'five a day'.

However, some 90 per cent of the people asked in the survey agreed that
breakfast is the most important meal of the day.

Of those who do eat breakfast, more than 26 per cent say they are trying
to eat more healthy foods, such as grapefruit, at the start of the day.

    Results at a glance:

    - 90% of people agree that breakfast is the most important meal of the
      day

    - 15% of people said that they skip breakfast more often now than they
      did 10 years ago

    - 41% of people said that they miss breakfast at least once a week

    - 43% of people said they thought themselves up to 40% less productive
      when they didn't eat breakfast

    - 16% of people eat some kind of fruit for breakfast

    Notes to editors

    - The research for Grapefruit was carried out online by Opinion
      Matters between 06/04 /2010 and 12/04/2010 amongst a nationally
      representative panel resulting in 1019 UK adults.

    - All research conducted adheres to the MRS Codes of Conduct (2010)
      in the UK and ICC/ESOMAR World Research Guidelines. Opinion Matters is
      registered with the Information Commissioner's Office and is fully
      compliant with the Data Protection Act (1998).

For more information or further results from this survey please contact:
Dominic Weaver, RED Communications Ltd, on +44(0)1480-465953. Email:
dominic@redcomm.co.uk Or Ashleigh Mackenzie, RED Communications Ltd, on
+44(0)1480-465953. Email: ashleigh@redcomm.co.uk

For more information or further results from this survey please contact: Dominic Weaver, RED Communications Ltd, on +44(0)1480-465953. Email: dominic at redcomm.co.uk Or Ashleigh Mackenzie, RED Communications Ltd, on +44(0)1480-465953. Email: ashleigh at redcomm.co.uk