Almost half of Gen Z (46%) believe breakfast is their healthiest meal of the day – with 39% swearing by porridge, and typically eating as soon as they wake up.
A poll of 2,000 adults has revealed generational differences when it comes to eating habits – from the time that Brits eat, to what meals consist of.
And it seems that nearly two-thirds (62%) of young adults, aged 18-24, consider themselves to be “health conscious”, compared to just 43% of adults overall.
The top breakfast choices, for Gen Z, contain plenty of calcium (46%) and protein (44%) – such as porridge (39%), overnight oats (33%), avocado (9%), and smoothies (8%).
And 18-24-year-olds typically eat as soon as they're awake – at the average time of 7.37am on weekdays, and 8.17am on weekends.
Meanwhile, over-65s enjoy their first meal of the day at 8.00am during the week, and 8:40am on Saturdays and Sundays.
And 44%, of 55-64-year-olds, are more likely to opt for a bowl of cereal in the morning.
The research, commissioned by milk alternative brand, Wunda, also found 43% of adults believe breakfast is the most important meal, and over half (52%) believe it sets them up for the day.
But while 35% of adults believe breakfast is their healthiest meal of the day, this rises to 46% of Gen Z.
In comparison, one in five (21%) of those polled think lunch is the healthiest, and 15% think the same of their evening meal.
A third of adults have changed their morning mealtime habits in the past three years, with 38% of them now believing they eat a “healthier” dish, while 34% try to eat breakfast every day.
Reasons for these changes include working from home (21%), trying the latest trends (23%), and going on a “health kick” (19%).
Typically, on three days a week, 18-24-year-olds opt for a morning meal that includes plant-based alternatives to milk and meat – more so than any other age group.
And young people regularly buy three different types of milk or alternatives.
Following the findings, Wunda – a milk made from yellow split pea – has teamed up with TV chef Miguel Barclay, to develop new recipes using the dairy alternative.
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 to the start of the day.
“I teamed up with Wunda to create recipes that are tasty, simple, quick, and affordable, and showcase how easy it is to add variety to your meals – without resorting to the same old foods at the back of the pantry.”
The research also found that when it comes to meal choices, the top influences include the amount of time people have to prepare and eat breakfast (27%), and how healthy they believe the dish is (24%).
It also emerged that 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%).
It also emerged 46% of all adults describe their breakfast as healthy.
The study also found pea milk is the go-to for 9% of adults with their cereal, and 15% with their porridge.
Vasu Read, spokeswoman 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 adults 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.
“Youngsters 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.”
