Rediscovering Morning Magic
Our society is changing and it's changing fast. We write emails from our beds, Facebook on the bus and text at the table. The lines between work and home have become increasingly blurry and it's impacting the way we think about breakfast.
The Morning Scramble
Is anyone immune to the seemingly unavoidable chaos of mornings? Somehow, no matter how organised we are, there never seems to be quite enough time. Whatever the reason, it's our breakfast that suffers. It's either wolfed down at lightening speed, or skipped altogether due to lack of time.
On average, more than 10% of school-aged kids regularly skip breakfast1. In adults the rates are even higher2. That's a huge number of people who are starting the day on empty. You wouldn't expect your car to run on empty, so why expect it of your body? By having breakfast when you wake up, you put some much-needed fuel in the tank so you're ready to start the day right.
Families cited two main reasons for skipping breakfast, the first being that they struggled to find the time. Others speak of breakfast table battles, and how hard it is to find nutritious foods that their children would willingly eat.
The most important role of breakfast is to provide nutrients to those who need them, in a format they’ll readily consume. Imagine if there were a breakfast option that appeased both the time-poor and the fusspots – a nutritious and tasty option that could be consumed on-the-go, no excuses. A way to put a little magic back into mornings, to help get the most out of everyday.
More milk, please?
Unsurprisingly, skipping breakfast is associated with poorer nutrient intakes. Research has shown that calcium in particular is low in the diets of children today, with the number of milk consumers declining considerably as children age3. And the more often you skip breakfast, the more likely you are to be deficient in calcium.
Here Comes The Sun
The forecast isn’t much better for vitamin D intake, with 1 in 3 Australians now deficient in the sunshine vitamin4. Part of this problem is attributed to the dietary intake of Vitamin D, which is well below the recommended levels for children. But the news needn’t all be gloomy…what if we had a chance to turn it all around?
The Bright Side
There’s a light at the end of the tunnel for breakfast skippers. A chance for them to become breakfast lovers, full of the energy that only the breakfast habit can bring.
We believe that every Australian should start the day with a nourishing breakfast, and we believe that the best way to do this is by creating options that fit within peoples’ lives. If we can get more people to have nutritious options for breakfast, we’ll be on track for a healthier future.
- Flinders University. Analysis 2007 Australian National Children’s Nutrition & Physical Activity Survey for Kellogg Australia. 2009 unpublished
- Cereal Social Trends report 2012 ABCMF http://www.breakfastcereal.org.au
- Australian Government Department of Health and Ageing, 2012. 2007 Australian National children’s Nutrition and Physical Activity survey, viewed 16 January 2013. www.health.gov.au
- Nowson C et al. Vitamin D and health in adults in Australian and New Zealand: a position statement. MJA 196 (11) 2012