RESEARCH | Staff Reporter, UK

London leads the nation in breakfast consumption, study says

Full English breakfast reigns supreme at out-of-home venues.

A sample of 2,092 adults were surveyed about their breakfast and brunch habits, with a key focus on out-of-home experiences.

According to The Future of Breakfast and Brunch Insight Report, breakfast is a big business. 44% of UK adults list pubs as a venue at which they eat breakfast or brunch, with the figure rising to 53% in restaurants and 64% in hotels and cafes - many visit on a monthly basis. It also found that 18-24s are the age group most likely to eat breakfast/brunch out of home. 48% eat breakfast in cafes, restaurants or pubs once or twice a month or more, with 41% of 25-34s doing the same.

Consumers still want to see hot/cooked breakfasts on menus with 67% respondents agreeing that "it is important that pubs and restaurants have hot/cooked breakfast options on the menu". Full English breakfast, which is the breakfast/brunch most likely to be selected by participants in pubs, restaurants and cafes, reigns supreme at out-of-home venues. London leads the nation in breakfast/brunch occasions out of home with 38% at cafes, 28% at restaurants, and 19% at pubs at least once a month or more. 

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