Parents Think It's Important For Kids To Start The School Day With A Balanced Breakfast...But Less Than Half Of Kids 6-12 Years Are Doing So

Toronto, ON - A new Ipsos Reid survey conducted on behalf of Kellogg Canada finds that while virtually all (99%) parents of children 6-12 years of age think it's important that their child eat a balanced breakfast on a typical school day morning, but less than half (42%) of kids actually eat one.

It comes as no surprise then, that 70% of parents find it challenging to get their kids to eat a balanced breakfast on a regular basis. When asked what is the biggest challenges they face in getting their child to eat a balanced breakfast every day of the school week, all parents have something to say. Reponses include "my kids want to eat the same thing every day" (31%), "my kids are picky eaters" (25%), "we disagree over what I want them to eat, and what they want to eat"(23%), and "my kids take too much time to eat a balanced breakfast" (20%), and "it takes too much time to prepare a balanced breakfast" (15%). Other responses are outlined on the pages that follow.

These are the findings of an Ipsos Reid/Kellogg Canada poll conducted from September 6th to September 12th, 2005. For the survey, a sample of 1000 adult parents of children 6-12 years of age was interviewed online. With a sample of this size, the results are considered accurate to within 1773.1 percentage points, 19 times out of 20, of what they would have been had this entire population been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were weighted to ensure the sample's regional and age/sex composition reflects that of the actual Canadian population according to the 2001 Census data.

Please open attached files to view full press release and detailed tables.

For more information on this news release, please contact:
Joseph R. Azaria
Vice-President
Ipsos Reid Corporation
416.324.2900
[email protected]

Ipsos Reid
Ipsos Reid is Canada's market intelligence leader and the country's leading provider of public opinion research. With operations in eight cities, Ipsos-Reid employs more than 300 researcher professionals and support staff in Canada. The company has the biggest network of telephone call centres in Canada, as well as the largest pre-recruited household and on-line panels. Ipsos Reid's Canadian marketing research and public affairs practices are staffed with seasoned research consultants with extensive industry-specific backgrounds, offering the premier suite of research vehicles in Canada--including the Ipsos Trend Report, the leading source of public opinion in the country--all of which provide clients with actionable and relevant information. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

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