The traditional English breakfast is dying out, with the majority of us now opting for a more continental-style croissant or even a biscuit for breakfast, says a new report by Kellogg.
A lack of time, health concerns and a willingness to try different cuisines emerged as the most common reasons for the 'continentalisation' of our first meal of the day.
The report was commissioned by Nutri-grain who quizzed 2,000 Britons on their morning eating habits.
The boom in European breakfasts has emerged following the arrival of a soaring number of continental coffee shops opening up on Britain’s high streets.
It discovered that one in six women have taken on a European approach to breakfast after being influenced by slimmer, good looking women from countries such as France, Italy and Spain.
The study also claimed four out of 10 women have changed their breakfasting habits over the last few years compared to one in three men.
And the change has not just appeared within the older age groups. Around one in two people in the 16-24 age bracket have also ditched English breakfasts.
The move to a more continental style of eating was most marked amongst the 25-34 year old age group (14.9%).
Overall, 40% said the continental style of breakfast better suits their lifestyle, with one in three admitting they like the convenience it offers.
The study also examined British eating habits while abroad, with France hailed as serving the best breakfasts, according to one in six UK holiday makers.
It also emerged that Britons are echoing their continental cousins by incorporating biscuits into their daily breakfast routine, with nearly half claiming they would eat them.
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