AVOCA-NO

It’s well documented that breakfast is the most important meal of the day, and now a new study has revealed that more than two fifths (42%) of Brits say it’s been ruined by millennials’ obsession with avocado on toast.¹

As staycation bookings continue to spike and independent accommodation owners turn up the heat in the kitchen as they welcome back holidaymakers, research from online booking specialist eviivo reveals that over half of Brits (55%) agree toast is the best choice for breakfast.¹

But, while many love their breakfast, others feel people have gone too far, with 61% saying that breakfast has become too fancy.¹

The research asked 2,000 people across the country to choose one or more of their favourite toast toppings at breakfast time. 40% of all responses put eggs – not avocado – on top. Coming in at a close second is a simple slather of butter on toast, which 39% of people said was one of their favourite toppings. Jam (33%), marmalade (30%) and melted cheese (20%) rounded off the UK’s five favourite toasttoppers.¹

It turns out women love plain butter on their toast more than anything else. Over 45% say this is their preferred topping, whereas 39% of men agree eggs are the ultimate extra.¹

Those in the North East are the biggest jam fans in the country, with a whopping 53% stating nothing beats marmalade or jam on toast for breakfast. On the other hand, Yorkshire folk love their toast with just butter: 48% say they keep their spreads to a minimum, the most of any county. Marmite has the South East to thank as the region which loves the often divisive spread the most.¹

While jam makes it into the top three toppings, it’s clear there is a firm favourite when it comes to flavour. Over two in five Brits (42%) declare strawberry jam as their preferred preserve – 28% more than raspberry, the next favourite jam.¹