Magic Breakfast and Qa Research surveyed parents and children aged 4-19-years-old to gain insight into family's morning routines, breakfast and the access to healthy food in households. The report found:
- 20% of children are worried about not having enough food at home
- 23% of parents are buying less fresh food such as fruit and vegetables
- 63% families have switched to cheaper alternatives in their shopping
Lindsey MacDonald, chief executive at Magic Breakfast, said: “This report is significant for Magic Breakfast as it is a comprehensive response to the work we deliver daily, and the real-world impact it has on children and families both at home and school.
“Increasing numbers of families are now impacted by the cost-of-living crisis with many children are starting the day too hungry to succeed at school. This report shows that access to a healthy breakfast is valued by parents and their carers, with its many benefits understood.
“Magic Breakfast works in schools across England & Scotland, offering children a healthy start to the day, supporting children’s social skills, communities and addressing hunger. Magic Breakfast want to secure a positive start to the day, with breakfast, for every child. This will significantly improve children’s lives today, their longer-term opportunities and the future economic health of our nation.”
The research data also revealed attitudes and breakfast consumption change as children age, with many secondary-aged pupils not eating breakfast every day. In total 38% of pupils aged 11+ are either never eating breakfast or only sometimes eating it.
Whilst breakfast is also more likely to be eaten by boys at 61% vs 55% of girls, with this gap widening with age. Magic Breakfast will use this insight to reach more children and young people.
Clara Govier, managing director at People’s Postcode Lottery, added: “This research shows that the cost-of-living crisis is having a detrimental impact on children and young people, with a significant portion worrying about whether they will have enough food to eat at home. It shows the crucial value of what they do, and we are very proud that our players have raised £3.5 million to support their important work.”
Find out how you can support Magic Breakfast at: www.magicbreakfast.com