South African consumers’ breakfast consumption habits and their underlying drivers

<p dir="ltr">This study investigated South African consumers’ breakfast consumption habits and their underlying drivers: an online consumer survey of moderate-to-high socioeconomic status adults. Using data from an online cross-sectional survey of 842 adults (LSM ≥5), the research identified the most frequently consumed breakfast foods—bread, ready-to-eat cereals, fruits/nuts, high-fiber cereal, yoghurt, and leftovers—each eaten weekly by 42–65% of respondents. Principal component analysis revealed three main breakfast patterns: “On the go,” “Traditional,” and “Ready-to-eat and functional cereals,” explaining 49% of the variance. Decision tree analysis showed, for example, that Black respondents were more likely to consume traditional foods.</p><p dir="ltr">The key drivers of breakfast choices included convenience, taste, satiety, and value for money, though these often led to less healthy choices among lower-LSM consumers. Despite this, respondents rated healthfulness, nutrition, and wellness (e.g., feeling energized) as highly important benefits. The study highlights an opportunity to promote breakfast options that balance nutrition, wellness, affordability, convenience, and taste within the South African context.</p>