Atomik Research

The Creative Market Research People


Case Studies



Atomik Research conducted a UK survey for Mornflake to uncover some insightful breakfast trends in the country. Although it’s proven to be the most important meal of the day, research has shown breakfast is often skipped or consistently overlooked. In order to delve a little deeper into UK attitudes, we questioned 1,000 people aged 18 to 50 years old in a study entitled the ‘Farmhouse Breakfast Week’.

Key results:

  • Half of Brits say eating breakfast makes them feel more energised for the day.
  • Over one in ten people admit they skip breakfast altogether, with more than a third (34%) saying they would skip breakfast over any other meal; a striking statistic considering the importance of eating first thing.
  • Over a third of respondents cite time as the reason for skipping breakfast.
  • More than a quarter (26%) of those surveyed said they didn’t realise eating breakfast regularly can assist with weight loss goals.

PR Coverage:

The Mornflake survey secured coverage with 24 press outlets, more than 100 radio stations and over 50 websites. 

Food and Drink Research