'Deskfast'
replaces breakfast
London:
Market analysts Datamonitor have revealed in a new study
that the pressures of modern living and demanding careers
are forcing people to skip their breakfast for 'deskfast'.
According to the Daily Mail, the report identified a market
worth 1 billion pounds among workers who delay eating until
they get to their desk, a tendency called as 'deskfast'
by the researchers. "The major reason people are skipping
breakfast is not because they don't value it as an important
meal in the day," said Daniel Bone, consumer analyst at
Datamonitor, and lead author of the study. "The problem
for many is the general day-to-day pressures of working
life that make them feel as though they can't spare the
time. Young children's eating habits are following their
parents with many arriving at school having not eaten. People
are replacing breakfast with a snack mid morning instead,"
added Bone. The study went on to reveal that that the average
person went without the first meal of the day on 113 occasions
last year and the number is expected to rise to 120 a year
by 2008. Moreover, the figure of people missing breakfast
in London is much higher than in other places, with the
French missing breakfast just 77 times each a year, the
Germans 72 times, Italians 41 times and Spaniards on 31
occasions.
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