Saturday, September 14th, 2013 - Roy Morgan Research

With more than 1 in 3 Kiwis aged under 35 reporting that they seldom have time for breakfast, it’s not surprising that the popularity of breakfast drinks like Sanitarium’s Up & Go is on the rise.

The total proportion of New Zealanders who consume breakfast drinks in an average week has grown from 4.5% to 5.6% since 2010, the latest findings from Roy Morgan Research show.

Young New Zealanders are the most likely to consume breakfast drinks: 12.5% of Under 25s and 9.7% of 25?34?year?olds had a breakfast drink in the past week.

Breakfast drinks consumed in the last 7 days

Source: Roy Morgan Single Source (New Zealand), Jan 2010 – Dec 2012; average 12 month n = 11,814.

Across all New Zealand, 22.7% of people report seldom having time for breakfast.

This attitude is similar across the Tasman, where 23.4% of Australians say they seldom have time for breakfast. There, however breakfast drinks are not as popular: only 4.3% of Australians have had a breakfast drink in the last 7 days, and the proportion is lower across all age brackets.

“It’s no surprise breakfast drinks are gaining popularity among young New 

Pip Elliott, General Manager, Roy Morgan Research NZ, says:Zealanders, as those under 35 are almost twice as likely not to have enough time for breakfast as the general population.

“Breakfast drinks provide a convenient option for busy Kiwis. Sanitarium Up & Go is the most well?known breakfast drink brand in New Zealand, but other brands jostling for position in this expanding market include Primo Extremo, Hunger Buster, Anchor Fast Start and Vitasoy VitaGO.”

For comments or more information please contact:

Pip Elliott, General Manager, Roy Morgan Research NZ

Telephone: +64 (9) 912 7032

Mobile: +64 (0)21 444 506

Email: [email protected]

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Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company.

Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.

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