A growing number of Britons are skipping breakfast, according to new research.
Conducted by IGD, the study claimed that more than a quarter (27 per cent) of all British shoppers miss breakfast at least twice a week.
This is an increase on 2004's figure of 19 per cent.
Joanne Denney-Finch, chief executive, IGD, says: “Nutritionally, breakfast is of vital importance, providing us with the energy needed for the day ahead, and vitamins and minerals for overall good health."
She added: "Work and time pressures are resulting in more people skipping breakfast and prioritising other things over this important meal."
The study also found that the younger generation, those aged between 15 and 24, were more likely to skip the meal than their older counterparts.
Men also demonstrated a higher likelihood of not eating breakfast, with 31 per cent admitting to missing out on the meal compared to just 23 per cent of women.