Fast-paced lifestyles fuel on-the-go breakfast

Over one-third of Australians reported eating a meal on-the-go at least once a week, finds Datamonitor.

The research from the independent business analyst reveals that consumers in Australasia are seeking new and faster solutions to everyday tasks.

Indeed, time is becoming an increasingly precious commodity and consumers are turning to on-the-go options that facilitate their multi-tasking lifestyles.

"Growing demands on time have significantly affected main meal consumption, which typically requires the type of planning and preparation that consumers increasingly cannot spare. This is particularly so for the breakfast occasion, which has suffered from fast-paced work lives that often deprive consumers the luxury of sitting down to a meal before work," says consumer analyst Katrina Diamonon.

Australasian consumers are particularly prone to skipping daytime meals, with over one-quarter (29%) of Australians skipping breakfast at least three times a week, and 22% skipping lunch with the same frequency - even higher than the global averages.

"Consumers' busy lives, as well as their growing awareness of all things health and nutrition has driven the success of liquid breakfast offerings which not only provide the requisite nutritional benefits but are also conducive to on-the-go consumption," adds Diamonon.

Indicative of the growing '˜liquid food' trend, functional drinks - particularly those that purport to boost energy - are in a significant growth phase in Australia and New Zealand, and are forecast to reach A$1.7 million ($1.55 million) in 2014.