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Canadian Breakfast Habits · Kvetch & Release

• 0:06
  Hey, folks, we are back John Lydkey here on AM eight hundred CKLW.
• 0:12
  It is ten thirty four right now in the morning. And let me
• 0:16
  tell you I did not get to start my day off with a traditional breakfast
• 0:21
  by any means whatsoever. Had a quick shot of ginger juice and a yogurt,
• 0:25
  which isn't enough for me to really get through the whole day. But
• 0:31
  you know, we do know that breakfast is a very important meal, and
• 0:34
  Ottawa has recently announced the establishment of a national school food program to discuss you
• 0:41
  know, the importance of making sure that children have a nutritious start to their
• 0:44
  day, being able to learn and contribute into society. But we know that
• 0:49
  as adulthood hits sometimes we develop some different priorities. Joining me right now to
• 0:54
  discuss is a professor and senior director of the Agrifood Analytics Lab and co host
• 1:00
  of the Food Professor podcast. Sylvain Charlete Wad joins me right now, Hey,
• 1:03
  Sylvain, how you doing, How are you doing? Very well?
• 1:07
  Thank you so much for joining me here. So looking at some of these
• 1:11
  numbers, I see that you worked with an organization called Cattle and you surveyed
• 1:15
  about nine thousand Canadians about their breakfast habits. What did you find well,
• 1:22
  I mean, basically, you wanted to know whether or not breakfast is indeed
• 1:27
  the most important meal of the day for Canaians. And so we actually discovered
• 1:34
  that fifty seven percent of games actually do eat breakfast every single day, which
• 1:41
  is actually more than we expected to be honest, I don't know exactly how
• 1:45
  if you had a number in mind, but it's certainly not fifty seven or
• 1:48
  at least not the majority. But where things get really interesting is when is
• 1:53
  when you dig into the data related to younger generations. That's when you see
• 1:59
  the importants of breakfast fade away. Millennials gen zs typically would say they're either
• 2:08
  not hungry, they don't have time to eat breakfast and so they just do
• 2:13
  something else, or they wait until later in the morning or until lunch to
• 2:16
  actually eat their first meal. That's a long time until you get to that
• 2:22
  point. So let's break down some of the numbers here that you have found
• 2:24
  out. I'm looking to here that of the group of gen Z which is
• 2:30
  ninety seven to two thousand and five that was born in that period, nine
• 2:32
  percent never eating breakfast. That's a big number out of all of what we've
• 2:36
  found here. But then are you surprised at all that the greatest generation nineteen
• 2:40
  hundred to nineteen forty five they eat breakfast seventy four point eight percent each day.
• 2:46
  Well, I mean they don't sound like they have a lot of activity
• 2:51
  going on in their lives, so they may have more time. In fact,
• 2:53
  it may actually say why the Atlantic is the Kingdom of breakfast if you
• 2:58
  look at all and says all four Atlantic provinces are on top of the list
• 3:02
  in terms of provinces where the highest percentage of people who do eat breakfast every
• 3:08
  day. And so you can see if you have time, you will likely
• 3:14
  take the time to eat breakfast if you're in a hurry. And of course
• 3:17
  I'm thinking about Ontario specifically, where there's a lot of traffic commuting it takes
• 3:23
  a long time, so people may not just sit down. They may actually
• 3:28
  eat behind the wheel or in a subway or on a bus. But the
• 3:34
  definition of breakfast is very different when you're transitting or you're just eating like a
• 3:39
  granola bar or something like that. I can definitely appreciate how the lack of
• 3:46
  time can prompt you to make alternative choices. And again when we look at
• 3:52
  some of the results here, are you surprised when you see that thirty seven
• 3:55
  percent of Canadians say they don't eat just because they're not hungry in the morning.
• 4:00
  I a little bit, I think. I mean, I do have
• 4:04
  teenage daughters at home and they always argue that they don't have it they're not
• 4:08
  hungry. But you never know if that's really the real reason, because of
• 4:13
  course, a lot of there's a lot of fashionable things going on around dieting
• 4:17
  these days, like fasting, like a lot of people are just fasting.
• 4:20
  They and the easiest meal to skip is probably breakfast because you're you just you
• 4:29
  just woke up and your body's still not going as as say during the middle
• 4:35
  of the day or something like that. So that's probably we said, those
• 4:40
  are some of the reasons why we hear younger generations just skipping breakfast, and
• 4:45
  more women tend to skip breakfast than men as well. That's you know,
• 4:50
  it's very interesting to see those numbers there. I mean, first, just
• 4:53
  to go back to your point about fasting, eight percent of respondents said they
• 4:57
  skip breakfast because they're either fasting or trying to lose. Wait, but when
• 5:00
  when you look at these gender differences here, does anything surprise you, Well,
• 5:06
  not too much. No, we were expecting to see more women skip
• 5:11
  breakfast than men just by virtue of the fact that, well, women tend
• 5:15
  to eat less than than than men. I mean, that's that's a fact.
• 5:18
  And but the younger generations, I honestly don't think that they honor quote
• 5:24
  unquote the three meal institution. So the traditional way of managing your day is
• 5:30
  by anchoring your schedule based on three meals breakfast, lunch, and dinner.
• 5:35
  I actually think that with millennials and Gen Z's it's it's it's not that that
• 5:41
  rule doesn't really stick as much as with other generations. I actually do think
• 5:46
  that there's probably gonna be two meals there and in between lots of snacks.
• 5:51
  Snacking is a big deal for the younger generations, and that's going to impact
• 5:57
  restaurants of course, that's going to impact also the food industry as well.
• 6:01
  Oh yeah, absolutely so. And I guess you know, when we do
• 6:05
  look at what people are eating for breakfast, what did you find? Well,
• 6:11
  yeah, so if you were to guess what's the most popular choice,
• 6:15
  what would that be did you eat breakfast yourself? Not as often as I'd
• 6:19
  like to. Right now, I've had myself a ginger shot and some orange
• 6:24
  juice and a yogurt. Not a huge breakfast. I'm running on steam fumes,
• 6:29
  but it is, but it is something. I mean toast that bagels
• 6:31
  are the most popular auction in Canada, followed by eggs, so Burnberry Farms
• 6:38
  will be happy about that, and of course you have yogurt. Oat Meal
• 6:46
  and cereals are still like the top five choices right now in Canada, but
• 6:51
  for the younger generations typically that chest and bagels are the top choice. But
• 6:58
  for older generations, cereal and oatmeal are our choices for obvious reasons. You
• 7:05
  know, it boils down to how they can chew things, and it's much
• 7:10
  easier for them. I'm sure digestment as well. Okay, lastly, what
• 7:15
  are people drinking when it comes to breakfast? I have to imagine that you
• 7:17
  know, coffee is at the top of the list. Oh yeah, for
• 7:21
  everyone except the young folks. Oh my god, that was a shocker.
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  So more than eighty percent of Gen x's boomers and the Great generation will drink
• 7:33
  coffee in the morning along with whatever they're eating. But for the younger generation,
• 7:39
  it's both boomers and both millennials and Gen ZZ, things are a little
• 7:44
  bit more complicated. Only thirty percent of Gen z's actually will drink coffee,
• 7:49
  which means that there is there are opportunities for tea, for power juices.
• 7:57
  I mean basically, what you just drank this morning is a good example.
• 8:01
  Uh, you know, protein shakes, smoothies. I call it the Pumpkins
• 8:07
  spice generations like