Breakfast was most skipped meal amongst urban millennials during Covid-19
Euromonitor International, a market research firm located in London, and PepsiCo India, through its brand Quaker, conducted a joint study between March 2020 and February 2021. According to the report, 44% of urban millennials skipped breakfast or delayed meals as a result of increasing household responsibilities and a late start to the day. Additionally, 64% of urban millennial respondents expressed a desire for a strong immune system. Additionally, the study noted that during Covid-19, increased eating of fruits, vegetables, and whole grains, notably oats, appeared as the significant trend.
The study, titled "Changing lifestyles and nutritional habits of urban Indian consumers post-Covid-19," surveyed 1,000 respondents aged 18-50 years, with a particular emphasis on urban millennials in Delhi, Mumbai, Bangalore, and Kolkata. The study, which was launched to coincide with National Nutrition Month in 2021, examined how people's lifestyles and nutritional patterns have changed in the aftermath of Covid-19 in order to better understand consumer behaviour. It followed a growing trend, particularly among urban millennials, toward dietary habits that promote a healthy immune system and weight maintenance. Additionally, the study examined whether altered behaviours will persist in the future.
According to the study, weight watchers must appreciate the importance of eating on time and consuming a nutrient-dense breakfast. Additionally, it was shown that 71% of urban millennials leaned toward the popularity of fad diets such as keto, intermittent fasting, and weekly detox plans to maintain their weight.
Vidhi Sharma, consultant at Euromonitor International, explained, "While millennials recognise the importance of breakfast and believe that it should contain good nutrients, they frequently miss breakfast due to their work commitments or opt for a quick snack in the morning." Popular fad diets encourage this breakfast skipping behaviour. However, Covid-19 has resulted in some favourable dietary changes among the younger group, including greater consumption of fruits, salads, and oats, as well as an increased inclination to shop for healthier alternatives”.
Dr Jagmeet Madan, professor and head of the Sir Vithaldas Thackersey College of Home Science at SNDTWU in Mumbai, and national president of the Indian Dietetic Association, stated, "Meal timings are critical for proper digestion and weight maintenance." Breakfasts should be consumed within 1-2 hours after awakening and should include a range of food categories. Concentrating on high-quality nutrition, exercise, and a sustainable lifestyle will assist in weight management and energy maintenance.”
Sonam Vij, associate director and category lead - Quaker Portfolio, PepsiCo India, commented on the study's findings, "Breakfast helps to kick-start the day and provides energy for the day." The function of sustainable and nutrient-dense diets becomes even more critical as they assist prevent binge eating and aid in weight maintenance. Urban millennials are more focused on physical and mental health, which is a component of an active lifestyle. Additionally, as demonstrated by the study, they are changing their focus to food choices that promote a healthy immune system. This has increased customer acceptance of Quaker Oats, a 100 percent natural wholegrain that is a strong source of protein, high in fibre, and contains critical micronutrients such as zinc and iron. These and other benefits make oats an easy, nutritious, and delectable way to boost the nutrient content of people's daily diets, particularly breakfast, which is one of the most critical meals of the day.”