The breakfast report found that 38% of Brits are sitting down regularly to enjoy a proper breakfast more than they did five years ago. A third (35%) believe there has been a resurgence in old-fashioned British breakfast staples in recent times. 

More expensive brunch items, such as avocados are falling out of favour, with cheaper items such as cereal (40%), scrambled egg (35%), tea with milk (35%) and porridge (34%) gaining in popularity.

One in three (33%) now regularly start their day with a bacon sandwich, while 31% opt for toast with jam or marmalade. Sausages (30%), full English breakfasts (28%), crumpets (26%) and poached eggs on toast (25%) are also popular choices.

Patrick Müller, chief executive at Milk & More, said: “Like half of the nation, we believe that breakfast is the most important meal of the day, whether you have tea, coffee, cereal, eggs, bacon, bread, porridge, crumpets or toast. The findings reflect what we’re seeing across customer orders – as Brits are sitting down together more to eat breakfast and actively choosing to do their bit and shop more sustainably to protect the planet. 

“To help the nation make more of a meal out of breakfast, our annual Breakfast Week is back (6 to 12 March), encouraging everyone to rethink the first meal of the day, with ingredients delivered to their door by our team of milkmen and milkwomen, before 7am, without any pointless plastic packaging.”