Big Scottish Breakfast campaign finds Gen Z shuns coffee in favour of water first thing in the morning

Millennials are most likely to pick coffee as their top choice of beverage for breakfast, new research has shown.

A ScotPulse poll to mark this year’s STV Children’s Appeal Big Scottish Breakfast campaign found that 52% of the age demographic would pick a coffee over anything else first thing in the morning.

In contrast, Gen Zs are the least likely of all demographics to choose coffee for breakfast with just 27% putting it as their first choice.

In fact, the favoured morning drink of Gen Z – the cohort born between the mid-1990s and early 2010s – is a simple glass of water (29%).

But some breakfast traditions clearly transcend generations, with every demographic, from Gen Z through to the Silent Generation, naming the age-old favourite, cereal, as their top breakfast food of choice.

This seems largely due to it being so easy to prepare, with just under a quarter of those surveyed across all generations (24%) saying preparation time is their most important consideration when choosing breakfast.

Millennials – who were born between the early 1980s and the mid-1990s – are the least likely demographic to choose breakfast based on its nutritional value (12%), whereas the Silent Generation, born between the late 1920s and mid-1940s, is the most likely to consider nutrition before tucking in (39%).

The poll surveyed 1,121 respondents between August 30 and September 2 2024.

Whatever their breakfast preferences, all generations across Scotland are invited to take part in the Big Scottish Breakfast this September – a campaign organised by the STV Children’s Appeal which invites friends, families, colleagues or classmates to get together for breakfast and raise money to help children and families at risk of hunger.

Every penny raised as part of the campaign – which runs in partnership with Kellogg’s – will support projects that provide free breakfasts to children across the country.

Love Island star Anton Danyluk, who is an ambassador for the campaign, said: “I was born in 1994, so you could either call me a young Millennial or a geriatric Gen Z! I couldn’t imagine starting my day without a strong Americano though, so I guess I’m more Millennial in my tastes…

“For many of us, eating breakfast every day is something we take for granted, but sadly that isn’t the reality for some children and families across Scotland. It’s a pleasure to be able to use my platform to encourage more people to take part in the Big Scottish Breakfast this September.”

Natalie Wright, head of STV Children’s Appeal, added: “There are some fascinating findings in this research, but the most important one for me is that over a fifth of all those surveyed make their breakfast choice based on how filling it’s going to be.

“That underlines just how crucial it is for everyone, and children in particular, to start their day feeling nourished and energised – and highlights the importance of our Big Scottish Breakfast campaign in alleviating hunger for thousands of children affected by poverty in Scotland.”

More info on the Big Scottish Breakfast campaign and fundraising packs are available at stvappeal.tv.