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Toast Still A Breakfast Staple Among Young, Single Office Workers In Asia, Australia

October 27, 2010: 12:35 AM EST

An informal study of single, “twenty-something”  office workers in 12 Asian and Australian cities, found that toast remains the dominant breakfast whether at home, during the commute, or at the office. The McCann study involved workers who were asked to take photos of their breakfasts and lunches for two weeks and upload them to the publication’s Facebook page. Though toast dominated the breakfasts, there was a comeback of traditional foods with some innovations: instant noodles and rice dishes in “convenient takeaway forms.” Cereals still struggle as a breakfast choice everywhere but in Australia. Favorite brands included Nutella, Smuckers, Nescafe, Coffeemate and Minute Maid, and Danone, Meiji and Nestle yogurts. For lunch AdWeek found a relative lack of brand names, but a rise in popularity of pasta.

Dave McCaughan, "What Do Young Asian Office Workers Eat for Breakfast and Lunch?", Advertising Age, October 27, 2010, © Crain Communications
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