prompted by guilt relating to over indulgence earlier in the year and the prospect of holidays and summer fashions looming ahead.
The research was commissioned by Mornflake, milled from the finest quality oats by the same family of experts in Cheshire for over 300 years to mark the launch of its new range of porridge oats, mueslis and oatbran. It provides a valuable insight into Britain’s healthy eating habits, and highlights that the average British family can make considerable savings to their food budget by changing their food buying patterns, whilst also having a positive impact on their health. The Mornflake study follows the recent Which? Report* that claims the recession is making Brits fat, with 25% of adults less worried about buying good quality food, due to cost issues and with more than half polled were looking for a bargain, over healthy choices.
The Mornflake research amongst 3,000 adults in the UK reveals the following:
81% of people in the UK start a healthy eating plan in June, to prepare for the summer months. This is compared to 19% in January, making June the ‘new’ New Year
68% of adults acknowledge that breakfast is the most important meal of the day when it comes to maintaining energy and discouraging snacking, as part of a healthy eating plan
Of those polled, 71% felt ripped off by food they had previously bought that was heavily marketed as a ‘healthy option’, only to be disappointed with the price, taste and the amount of sugar, salt and fat contained
Highlighting a new trend, more than half (54%) of respondents, admitted that due to the economic climate, they had changed their eating habits, moving away from ready-to-eat dishes in favour of scratch cooking. Other areas of change included eating together as a family on a regular basis and choosing more traditional, yet wholesome and healthy cupboard basics, such as ‘meat and two veg’ dishes, fruit or porridge. Experts are referring to this as the Retro-Chic Recession Diet
73% of Brits expect to pay at least £11.69 extra in their weekly shopping bill, in order to achieve a healthy diet
But further research, detailed below, proves that the average Brit can support a healthy diet by spending 30 pence less (or £1.18 for a family of four) each week
The most health-conscious celebrity couples that UK consumers admire are:
- Jamie and Jools Oliver – 59%
- Jamie and Louise Redknapp – 27%
- Chris Martin and Gwyneth Paltrow - 14%
Based on the annual Cost of Living Index, the average weekly family basket in 2009 is £52.18 per week, of which, £2.58 is spent on breakfast cereals. By changing to Mornflake or an equivalent, a family of four can each have a 50g serving for less than 20p per day in total, or £1.40 a week*2 . This means changing to Mornflake Organic Oats saves money, as well as includes a healthy element in the diet. A low GI food, oats and oatbran can also help lower cholesterol – a 40g serving of oatbran contains 83% of the recommended daily amount (3g) of beta-glucan – the soluble fibre absorbed into the bloodstream that helps remove cholesterol.
Diet and nutrition expert Sarah Flower, comments:
“Convenience and health are key requirements for food in the 21st century, but healthy, easily prepared foods don’t have to be expensive or fancily packaged. The average family can save money on their food bill and ensure a healthy diet by making one small change to their eating habits, such as having porridge every morning. There is a definite shift toward Retro-Chic eating habits, where we mimic our parents’ eating habits and this will continue to grow over the next few years.
This trend to health and simplicity will help the majority who are embarking on a fitness and health programme this month. Forget New Year for health resolutions when you’re buried deep in winter woollies; you have more chance of success in June when you’re spurred on by summer wardrobes.”
John Lea, Managing Director of Mornflake comments:
It’s great to be upholding my family’s tradition of selecting, milling and producing our cereals ourselves 14 generations on. We’re passionate about showing consumers that a genuinely healthy diet is made-up of traditional, natural products that are low-cost and easily prepared and they don’t need to opt into overly marked ‘healthy’ foods to ensure they have a healthy diet. Porridge is a year-round favourite – microwaveable it’s a great ‘on-the-go’ option and in summer traditional bircher muesli is becoming an increasingly popular way to enjoy the health benefits of oats. And we are also proud, particularly in current times, to be introducing new healthy Mornflake Extra Crispy Mueslis and Mornflake Oatbran Sprinkles also offering value for money with no compromise on quality.’
Mornflake cereals are available at all major supermarkets as well as their online operations, along with many local shops and at www.mornflake.com.
