Breakfast Frequency: About 40% of People in Their 20s Eat Breakfast Once a Week or Less. Those Who Eat More Frequently Are More Satisfied with Their Daytime Performance (Survey by Excrea)

Excrea Inc., a subsidiary of Cross Marketing Group Inc. that provides social & sales promotion services, conducted an online survey titled "Survey on Breakfast Habits and Awareness (2026)" targeting 1,200 men and women aged 15 to 69 nationwide from May 21 (Thu) to May 22 (Fri), 2026.

● Survey Summary

57.3% Eat Breakfast 6-7 Days a Week; Skipping Breakfast Noticed Among 20s About Half of Single-Person Households Eat Breakfast Once a Week or Less Approximately 90% of Those Who Eat Breakfast Respond "Breakfast is Important," Compared to About 30% of Those Who Don't Those Who Eat Breakfast More Frequently Are More Satisfied with Breakfast Content and Daytime Performance Women in Their 20s-30s Tend to Be Less Satisfied with Breakfast Content and Daytime Performance Download Full Survey Results Here

In this report, individuals who responded that they eat breakfast 2 or more days a week are categorized as the "eating group," and those who responded that they eat breakfast 1 day a week or less (including never eating breakfast) are categorized as the "non-eating group."

● Survey Results

[Breakfast Eaters 6-7 Days a Week Account for 57.3%; Skipping Breakfast Noticed Among 20s] Regarding breakfast frequency, 57.3% responded that they eat breakfast 6-7 days a week. While the proportion of the "eating group" (2+ days/week) increases with age, the "non-eating group" (1 day/week or less) accounted for 40.5% among those in their 20s, highlighting a noticeable trend of skipping breakfast in this age group. (Figure 1)

Figure 1: Breakfast Eating Frequency by Age Group (Single Response)

[About Half of Single-Person Households Eat Breakfast Once a Week or Less] Regarding breakfast frequency, approximately 80% of households with cohabiting family members belong to the "eating group" (2+ days/week), whereas this figure is only 53.4% for single-person households. About half of single-person households eat breakfast once a week or less, showing a tendency to skip breakfast compared to households with cohabiting family members. (Figure 2)

Figure 2: Breakfast Eating Frequency by Household Composition (Single Response)

[About 90% of Those Who Eat Breakfast Respond "Breakfast is Important," Compared to About 30% of Those Who Don't] Regarding the overall importance of breakfast, 90.3% of the "eating group" (2+ days/week) responded "It is important," while only 33.2% of the "non-eating group" (1 day/week or less) responded similarly, showing a significant difference. Particularly concerning health, a gap of 59.5 percentage points exists. (Figure 3)

Figure 3: Top 2 Importance Ratings for Breakfast: By Breakfast Frequency (Single Response)

[Those Who Eat Breakfast More Frequently Are More Satisfied with Breakfast Content and Daytime Performance] The "eating group" (2+ days/week) reported satisfaction levels of 81.1% for their current breakfast content and 82.9% for their daytime performance, both exceeding 80%. In contrast, the "non-eating group" (1 day/week or less) reported satisfaction levels around 50-60% for both, significantly lower than the eating group. (Figure 4)

Figure 4: Satisfaction with Current Breakfast Content and Daytime Performance: By Breakfast Frequency (Single Response)

[Women in Their 20s-30s Tend to Be Less Satisfied with Breakfast Content and Daytime Performance] Overall, 73.4% of respondents were satisfied with their current breakfast content. While women in their 50s-60s and men in their 60s exceeded 80% satisfaction, women in their 20s-30s had relatively lower satisfaction rates in the 60% range. Furthermore, overall satisfaction with daytime performance was 77.2%, but for women in their 20s-30s, it was below 70%. (Figure 5)

Figure 5: Satisfaction with Current Breakfast Content and Daytime Performance: By Sex and Age Group (Single Response)

In addition to the above, we also collected information on "reasons for not eating breakfast" and "priorities when choosing breakfast."

Download Full Survey Results Here

● Survey Items

Breakfast eating frequency (single response) Type of staple food for breakfast (single response) What is eaten/drunk besides staple food for breakfast (multiple responses) How breakfast is prepared (single response) Time spent preparing breakfast (single response) Who breakfast is eaten with (multiple responses) Changes in breakfast eating frequency (single response) Changes in breakfast content (single response) Reasons for eating breakfast (multiple responses) Reasons for not eating breakfast (multiple responses) Priorities when choosing breakfast (multiple responses) Importance of breakfast (single response) Which meal is considered most important among the three (single response) Satisfaction with current breakfast content (single response) Satisfaction with daytime performance (single response) Perceived effects of eating breakfast (multiple responses)

● Survey Overview

Survey Title: Survey on Breakfast Habits and Awareness (2026) Survey Period: May 21 (Thu) - May 22 (Fri), 2026 Survey Method: Survey conducted using Cross Marketing's QiQUMO Survey Target: 1,200 men and women aged 15-69 living nationwide, collected equally

[Company Profile]

Company Name: Excrea Inc. Representative: Toru Ogasawara, President and Representative Director Location: 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo Established: March 1972 Main Business: Planning and execution support for integrated online and offline social & sales promotion URL: https://www.excrie.co.jp/

Company Name: Cross Marketing Group Inc. (TSE 3675) Representative: Mikio Igarashi, President and CEO Location: 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo Established: June 2013 Main Business: Management of subsidiaries engaged in digital marketing, research, and insight businesses, and related activities URL: https://www.cm-group.co.jp/

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