• Psychologist Sabina Read says creating rituals over something familiar, like breakfast or a bowl of cereal, is more important than ever.
    Psychologist Sabina Read says creating rituals over something familiar, like breakfast or a bowl of cereal, is more important than ever.

More than forty per cent of Australians have changed their morning routine in the wake of COVID-19, research by Kellogg Australia says. The cereal giant said half of all Australians are now getting up earlier.

Pure Profile carried out the research for Kellogg on a nationwide sample of more than 1000 Australians.

Of the half now waking up earlier, respondents said that before nine am they are achieving things like eating breakfast with the family (28 per cent), starting work early (27 per cent) and cleaning the house (24 per cent).

The top three things that are brightening their mornings are are a good breakfast (50 per cent), good weather (49 per cent) and being on time (31 per cent).

Respondents said that when they are able to connect with their loved ones, especially over breakfast, 69 per cent feel their morning is instantly brightened.

Psychologist Sabina Read says: “2020 has been difficult for many and has shifted how Australians view their relationships. Maintaining regular communication and creating rituals over something familiar, like breakfast or a bowl of cereal, is more important than ever to feel connected through tough times.

“The research from Kellogg Australia has shown 35 per cent of Aussies felt a stronger connection with their families when they spent mornings at home eating breakfast together. Making time each day to talk and listen with family and friends helps strengthen relationships and nurtures the social bonds we all value.”

Key research statistics

2020 has signaled a clear change in the morning routines for Aussies, with half the nation waking up earlier to get the most out of the day:

  • half of Australians (50%) are now getting up earlier, with 59% waking up before 7am;
  • 43% of Australians changed their morning routines due to COVID;
  • the top three things Australians do before 9am now include: eating breakfast with the family (28%); starting work early (27%); and cleaning the house (24%);
  • 12% of Aussies have started focusing on their health by hitting the gym before 9am; and
  • just over one in 10 (12%) Aussies have adopted a green thumb and will garden or tend to plants.

While eating breakfast is one of the most important meals of the day, Australians use this time to multitask:

  • 64% of the nation admitted to multitasking while eating breakfast, they will: use their smartphone (52%); check out social media (48%); or read the latest news (33%);
  • when choosing what to have for breakfast, over half of Australians (55%) prioritise healthy options;
  • one in three (33%) Australians also opt for taste when choosing breakfast, with a quarter (25%) looking for cost-effective breakfast options;
  • 19% of Australians will choose breakfast foods that directly support Australian farmers; and
  • Australians are creatures of habit with 21% admitting they choose breakfast foods that are familiar to them. 

Although it’s been a tough year, Australians are happy in the mornings:

  • almost half of Australians (49%) are morning people and consider themselves happy when they wake up;
  • 69% of the nation feel their morning is brightened by connecting with their loved ones and 35% feel a stronger connection as they spend their mornings at home;
  • the top three things that brighten up mornings for Australians are: a good breakfast (50%); good weather (49%); and being on time (31%);
  • almost one in three (30%) Aussies feel their morning is brightened by waking up to happy family members;
  • with Australians admitting to a good breakfast brightening up mornings, the top five things that create a perfect breakfast are: eating their favourite food (42%); having time to relax and eat (41%); spending time with family (40%); healthy food which is good for you (38%); and eating at home (37%);

Australians are supporting local businesses and farmers now more than ever:

  • 73% of the nation is looking to go local and support Australian farmers when buying their breakfast foods, with 97% noting this is more important than ever;
  • the top three reasons Australians want to support Australian businesses are: it is important to support the Aussie economy (76%); I believe it’s important to support my fellow Australians (55%); and I trust food from Aussie farmers (54%).

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