Australians are embracing the early bird lifestyle, according to new research commissioned by Kellanova.
The nationwide research finds that the majority of respondents (59%) consider themselves a ‘morning person’.
As Kellogg’s “raises a bowl” to 100 years of good mornings in Australia, Kellanova has uncovered the top motivations for getting out of bed early, with a key incentive being making time for sport and exercise. Top priorities in the morning also include making time for breakfast and nutrition for more than one in four respondents (28%).
But Australians are up to “all sorts” in the early hours, and this differs by life stage. While Millennials are motivated by spending time with family (21%), Gen Xs are prioritising starting work earlier (32%). Watching the morning’s sunrise also emerged as a highlight for both Gen Zs and over 65s, with over one in 10 respondents (11%) from these generations citing this as a driver.
“This growing trend towards early mornings is tied to an increased focus on health and wellbeing, with more than 85% of Aussies agreeing a nutritious breakfast is important to start the day right,” says Kellanova ANZ Senior Nutrition Manager Dr Gina Levy.
“As part of our global commitment to nourish 1.5 billion people with our foods by 2030, we are continuing to evolve our portfolio of food choices in Australia to include options that are not only delicious but also provide a nutritionally powerful breakfast.”