Research from Kellanova reveals almost half of Australians are up by 6am
Kellogg’s® raises a bowl to 100 years of good mornings in Australia and a century of helping Aussies start their days right by releasing new research revealing the wake-up trends of our nation of early risers.
Australians are embracing the early bird lifestyle, with the majority (59%) considering themselves a ‘morning person’. From heading to the gym, morning walks and social Run Clubs, to even catching sunrise, it’s not uncommon for the small hours to be the busiest Down Under. In fact, it’s a core part of Aussie culture, with nearly 3-in-4 (74%) agreeing we are a nation of early risers.
As Kellogg’s® raises a bowl to 100 years of good mornings in Australia, Kellanova, the global business behind Kellogg’s® cereals and snacks has commissioned nationwide research, uncovering the top motivations for getting out of bed early. It was found that a key incentive is making time for sport and exercise, other top priorities in the morning also include making time for breakfast and nutrition for more than 1-in-4 (28%).
But Aussies are up to all sorts in the wee hours, and this differs by life stage. While Millennials are motivated by spending time with family (21%), Gen Xs are prioritising starting work earlier (32%). Watching the morning’s sunrise also emerged as a highlight for both Gen Zs and over 65s, over 1-in-10 (11%) from these generations cited this as a driver.
The research findings come as no surprise to Tara Meakins, founder of the popular Coogee Run Club, one of Sydney’s largest. "Each week we're joined by hundreds of runners who come together to cruise our coastal routes as the sun comes up, followed by a morning dip and breakfast with mates," Tara explains. "As more and more people discover the benefits of a powerful start to the day, our numbers have soared, and we're not surprised that 80% of Aussies agree that they're rising earlier than two years ago."
Dr Gina Levy, Senior Nutrition Manager at Kellanova ANZ said: “This growing trend towards early mornings is tied to an increased focus on health and wellbeing, with more than 85% of Aussies agreeing a nutritious breakfast is important to start the day right. As part of our global commitment to nourish 1.5 billion people with our foods by 2030, we are continuing to evolve our portfolio of food choices in Australia to include options that are not only delicious but also provide a nutritionally powerful breakfast.”
As part of its Better Days Promise, Kellanova remains focused on creating nourishing breakfast foods to fuel our nation of early risers.
