Gen Z’s breakfast habits: How the youngest generation approaches the first meal of the day

Breakfast has long been said to be the most important meal of the day, providing essential energy and nutrients to jumpstart the morning. However, as dietary preferences shift across generations, traditional breakfast routines are evolving—particularly among Gen Z. Data from YouGov Profiles offers insight into how this generation approaches breakfast, from their preferred foods and beverages to their dining habits.

Gen Z’s go-to breakfast foods

YouGov Profiles reveals that eggs are the most popular breakfast choice among Gen Z, with 46% including them in their morning routine. Fruit follows at 33%, while toast (30%) and pancakes (28%) are also commonly consumed. Other staples include cold cereal (26%), yogurt (25%), and cheese (21%). Additionally, Gen Z shows a notable preference for foods like waffles (21%), sausage (21%), and bacon (20%).

Compared to older generations, Gen Z tends to favor lighter, quicker breakfast options. For instance, Millennials report higher consumption of traditional items like eggs (57%), toast (40%), and fruit (39%), and are more likely to eat cold cereal (34%) and yogurt (31%) than Gen Z. Similarly, Gen X demonstrates a preference for cooked breakfasts, with 58% eating eggs, 40% opting for toast, and 36% including fruit. Gen X also shows a stronger preference for bacon (37%) and sausage (33%) compared to Gen Z.

While cooked breakfasts remain popular among Millennials and Gen X, Gen Z gravitates towards portable or ready-to-eat options. Cereal bars (16%), pastries or donuts (16%), and Pop-Tarts (8%) are more frequently chosen by Gen Z. Health-conscious items like avocado appear in 14% of Gen Z breakfasts, slightly less than Millennials (18%) but consistent with Gen X (14%).

Breakfast beverages across generations

Gen Z’s beverage preferences reflect a mix of traditional and modern tastes. Both milk and coffee are tied as the most common breakfast drinks, with 32% of Gen Z consuming each. Fruit and juice drinks follow at 28%, while tea is consumed by 26%. Smoothies, often associated with health-conscious diets, are part of 18% of Gen Z’s breakfast choices.

Plant-based and specialty beverages are also gaining popularity among Gen Z. Oat milk (11%), almond milk (10%), and soy milk (9%) are incorporated into their morning routines, reflecting the broader trend toward plant-based diets. Additionally, ready-to-drink products like bottled coffee and smoothies are consumed by 14%, while protein shakes are favoured by 13%.

In contrast, older generations lean toward more traditional breakfast beverages. For example, 55% of Gen X report drinking coffee, with significantly fewer opting for plant-based milks or ready-to-drink options.

How often does Gen Z dine out for breakfast?

While breakfast remains a key meal, Gen Z is less inclined to go to an establishment to consume it. According to YouGov Profiles, 37% of Gen Z respondents report not eating breakfast out at all in the past month.

Among others, 15% of Gen Z report dining out once a day, while 11% do so one to two times per week. Another 11% report going out for breakfast once a month. This suggests that, while Gen Z values breakfast, convenience and at-home options are more prominent in their routines compared to dining out.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.  

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