BREAKFAST CEREAL IS STILL A VITAL PART OF IRISH DIETS
Release date: 13/05/2008
Tuesday 13th May 2008 BREAKFAST CEREAL IS STILL A VITAL PART OF IRISH DIETS BUT 26% OF IRISH HOUSEHOLDS ‘TIME POOR’ AT BREAKFAST TIME Sixty per cent of Irish consumers believe breakfast is a very important meal, however over a quarter of the Irish population don’t have much time for breakfast, according to research published today by Kellogg’s, Ireland’s largest selling cereal maker. The Kellogg’s Consumption Study, 2008, published today, reports that; · 97% of all households surveyed have cereals in the home· 70% of consumers believe that cereals are important to help children concentrate · 86% believe that milk is an essential part of everyone’s diet However, 26% of families ‘never have much time for breakfast’. Worryingly, this response is highest among 15-34 year olds, with 36% admitting to being time poor when it comes to breakfasting. The survey also reveals that time poor families are spending less time dining together as a family. 28% of households surveyed report that they ‘never seem to sit together at meals these days’ – an increase of 10% since 2005. Speaking at the publication of the survey; Kellogg’s Marketing Director, Hylton Banks said; “Our survey indicates that people still recognise the importance of eating a healthy breakfast every day. In particular, parents know that having a good breakfast ensures that children get a good start to the day. Unfortunately, our research shows that over a quarter of the Irish population are so busy, they may feel under pressure to skip the most important meal of the day.” In terms of food trends, Irish consumers are voicing a preference for healthier products. · 73% believe fibre is an important part of a healthy diet· 62% eat foods that help them manage their shape· 66% of consumers avoid food with additives · 80% agree that salt is bad for you· 56% are concerned about how much sugar their family consumes “What stands out from this research” added Hylton Banks, “is that most of us are very aware of what we should and should not be eating these days, but we are struggling to put this knowledge into action because we live such busy lives. Our time poor culture is seen as a big obstacle to achieving a healthy lifestyle. 63% of the people we surveyed admit that they don’t get enough healthy exercise these days.” Banks continued: “For 100 years Kellogg’s has built a legacy of leadership in health and nutrition. We believe that balance − or “calories in, calories out” − must remain the central tenet of achieving weight management and a healthy lifestyle. We have a long-standing commitment to helping consumers successfully manage both sides of that equation through our products, packaging, community efforts, sponsorships and nutrition education initiatives. “In Ireland Kellogg’s actively partners with a variety of charities, community groups and sporting organisations to communicate the importance of a balanced diet and physical activity. For example, we are currently working with the FAI on their Innercity Futsal programme and with the GAA on their grassroots coaching programme. The Kellogg’s Let’s Get Active programme provides tips, tools and targets that everyone can be part of. Visit www.letsgetactive.ie for simple and practical ways of getting your 30 minutes exercise per day.” -ENDS- FOR FURTHER INFORMATION: Murray Consultants Tel: 01 498 0300 Gráinne O’Brien/Louise Cassidy Mobiles: 087 2610862 (Grainne) /086 3835727 (Louise) Kellogg’sBev Postma Tel: 01 842 9100 / 087 951 2010