London, Monday 5 September 2005
- Kellogg's National Breakfast Week 2005
- As the New School Year Begins, 3-Million Kids Across the UK - That's One in Five - are Starting School on an Empty Tummy as They Currently Skip Breakfast
57% of UK parents skip breakfast(1), unaware that they are increasing the chances of their kids missing out on key nutrients and being overweight.
This worrying figure, from research published today to mark the start of Kellogg's National Breakfast Week (5-11 September), highlights that kids are unlikely to be receiving the healthy eating messages or reinforcement that is necessary to ensure they establish healthy eating habits for life. Parents are unaware that if a 12 year old skips breakfast he will have the reaction time of a 70 year old in the classroom(a)
With one in four boys and one in four girls now overweight or obese(2), the UK's breakfast-skipping parents are raising kids that are more likely to skip breakfast too and, as a consequence, are more at risk of becoming overweight and obese than their breakfast-eating peers.
Mum of three Melinda Messenger, who is lending her support to Kellogg's National Breakfast Week this year, recognises the importance of her eating habits on her children, "I eat breakfast every day, and although I often worry about whether my kids are eating a healthy, balanced diet, I do try to get everyone to sit down at the table to eat. This is really important for us; it lets us spend some quality time together in the morning and it reassures me that they've had a healthy start to the day. Sometimes it's only a snatched ten minutes, but that's better than nothing - it only takes a few minutes to eat a bowl of cereal after all!"
Other key findings from Kellogg's research highlight that:
- 9 out of 10 children cite their parents as their most important source of believable information on food and healthy eating(3). The fact that such a high percentage of Mums skip breakfast (54%)(1) - as any nutritionist will tell you, it's the most important meal of the day - means children are following suit so that 1 in 5 (that's 3 million kids(4)) currently misses out on this essential morning meal.
- Mums, as one of the biggest influences on their children's eating habits, can play a key role as 'breakfast hero', helping kids to avoid starting the day without breakfast. It's a role worth taking, especially considering that almost half (47%) of Mums worry that their children aren't eating a healthy, balanced diet(1). Missing out on breakfast means kids are more likely to eat indulgent snacks mid-morning, are less likely to have a healthy diet overall and are more likely to be overweight(5).
Nutritionists recommend that breakfast account for around a quarter of our daily nutritional intake, allowing us to take on board essential vitamins and minerals, plus other important nutrients such as carbohydrate and protein, after hours of sleep.
Nearly a third (30%(1)) of Mums blame lack of time as the reason why they skip breakfast - and inadvertently send out the wrong messages to their kids. But, there are some simple solutions that Mums can put into practice to take the lead and win the breakfast battle - every morning!
Child psychologist, Dr Pat Spungin comments: "Mums, and parents in general, need to let their children see that they are eating breakfast and that it's a normal and essential part of the daily routine. Of course, it's often a rush to get everyone washed, dressed and breakfasted, so having a few tricks up your sleeve to help all go smoothly will be of benefit.
If lack of time for you and your kids is the issue, try packing school bags, packed lunches and setting out school clothes the night before - and of course, set the alarm 10-15 minutes earlier than usual. That way, important things like sitting down to eat breakfast aren't left to the last minute or forgotten altogether.
Also, try to involve children in breakfast - allow them to make their own choice of cereal or other breakfast foods, from a selection you've already made."
Dr Pat Spungin concludes: "With lack of time most often blamed for skipping breakfast, Mums can consider alternative solutions, such as allowing children to eat their morning meal at breakfast clubs - these are now increasingly offered at school. There's no hard and fast rule that breakfast must be eaten in the home and it's better that children eat breakfast at school, if that's the speedier solution for you and your family, than they miss out altogether. The benefits to their overall health will be just the same."
Alyson Greenhalgh-Ball, Health & Wellbeing Manager for Kellogg's, says, "Parents' eating habits and breakfast behaviours are vital when it comes to influencing children's own habits and attitudes to food. Get it right, by instilling good eating practices early on, and it will set children up well for when the responsibility becomes their own."
References
(a) Reading University 2004
(1) Omnimas Breakfast Study (fieldwork: 5-9 Aug and 12-16 Aug 2005) conducted by TNS and surveying a nationally representative sample of 1000+ parents of 0-18 year olds
(2) Health Survey for England (2002)
(3) Kellogg's Family Health Study, 2005
(4) Office of National Statistics
(5) Rampersaud GC et al (2005) Breakfast habits, nutritional status, body weight and academic performance in children and adolescents. J Am Diet Assoc 105: 743-760
Notes to editors
Kellogg's National Breakfast Week runs from 5 - 11 September and 2005 marks its 12th year. Each year the focus is to ensure consumers know how important breakfast is as a contribution to a healthy, balanced diet. Kellogg's National Breakfast Week 2005 forms the second part of the 2005 campaign to build on the key findings from the Kellogg's Family Health Study (KFHS). Findings from the Kellogg's Family Health Study have shown that parents are the biggest influence on children when it comes to healthy eating habits and Mum's behaviour towards food and eating habits are strongly mirrored by their children.
More information on the Kellogg's Family Health Study can be found at www.kelloggs.co.uk or at www.kelloggshealthzone.co.uk.
A high resolution photograph is available to the media free of charge via ISDN from Newscast (http://www.newscast.co.uk or tel +44-(0)207-608-1000).
Fast Facts About Breakfast
According to the Office for National Statistics...
- One in five kids currently skips breakfast - that's 3 million kids each day
- 1 in 4 adults currently skips breakfast - that's 11.25m adults each day
According to the Future Foundation Report (The Future of Breakfast 2004)...
- Breakfast is the most rushed meal of the day, the cheapest meal of the day (46pence) but it should make up a quarter of your daily nutrient intake
- Only one third of parents are with their kids when they consume breakfast
- Britain is the worst in the International League for kids eating breakfast
- Children eat breakfast less as they get older
According to the Kellogg's Family Health Study 2005...
- 90% of children say their parents are the most important source of believable information when it comes to food and healthy eating
- Kids who don't eat breakfast are more likely to snack on high sugar/fat foods
According to research conducted by Reading University in 2003...
- If a 12 year old skips breakfast he will have the reaction time of a 70 year old in the classroom
According to the University of Cardiff research, 2005...
- New research from Cardiff University shows that children who eat a cereal like Kellogg's Corn Flakes for breakfast are mentally better prepared for school than those that skip the first meal of the day - 9% better in fact.
(Smith, A (2005). An investigation of the effects of Corn Flakes, Rice Krispies and Rice Krispies Multi-Grain on well-being, mood and cognitive function. Cardiff University. Internal Report)
According to The Obesity Statistics from the BMA...
- In the UK there are approximately one million obese people who are less than 16 years of age
- In 2002, in the UK 22% of boys and 28% of girls aged 2-15 were either overweight or obese
According to recent National Diet and Nutrition Surveys...
- On average children, young people and adults are eating just less than a bowl of breakfast cereal each day
- This provides 6% energy, 6% total sugar, 8% sodium and 10% fibre intake among children and young people, and 4% energy, 5% total sugar, 5% sodium and 12% fibre intake among adults
- In terms of vitamins and minerals, breakfast cereals provide: 21% thiamin (B1) and Riboflavin (B2), 16% niacin, 18% vitamin B6, 22% folate and vitamin D and 21% iron intake among children and young people
- In terms of vitamins and minerals, breakfast cereals provide: 14% thiamin (B1), 15% Riboflavin (B2), 10% niacin, 13% vitamin B6, 15% folate, 13% vitamin D and 20% iron intake among adults
According to recent review...
- Vital nutrients missed if breakfast is skipped are not made up for during the rest of the day.
Source: PR Newswire