Market analysts Datamonitor have revealed in a new study that the pressures of modern living and demanding careers are forcing people to skip their breakfast for 'deskfast'.
According to the Daily Mail, the report identified a market worth 1 billion pounds among workers who delay eating until they get to their desk, a tendency called as 'deskfast' by the researchers.
"The major reason people are skipping breakfast is not because they don't value it as an important meal in the day," said Daniel Bone, consumer analyst at Datamonitor, and lead author of the study.
"The problem for many is the general day-to-day pressures of working life that make them feel as though they can't spare the time.
Young children's eating habits are following their parents with many arriving at school having not eaten. People are replacing breakfast with a snack mid morning instead," added Bone.
The study went on to reveal that that the average person went without the first meal of the day on 113 occasions last year and the number is expected to rise to 120 a year by 2008.
Moreover, the figure of people missing breakfast in London is much higher than in other places, with the French missing breakfast just 77 times each a year, the Germans 72 times, Italians 41 times and Spaniards on 31 occasions.
{{/usCountry}}Moreover, the figure of people missing breakfast in London is much higher than in other places, with the French missing breakfast just 77 times each a year, the Germans 72 times, Italians 41 times and Spaniards on 31 occasions.
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