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Downloads Lockdowns have had at least one upside for Brits: longer, leisurely breakfasts. According to a study commissioned by Amazon last month, a fifth of UK consumers say they have more time to spend on their morning meal. And this opportunity to prioritise nutrition at the start of the day is one of the key things they’ll miss as lockdown restrictions ease and the country once again commutes to the office. What’s more, this new appetite for many Brits is a healthy one. According to Kantar, 36% of snacking occasion in the morning are driven by health needs – and that’s driving the types of products, formats, ingredients and flavours that shoppers are choosing first thing, often as part of their main breakfast.

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