Britons spend more time eating and drinking on the go than their European counterparts, according to the latest research.
A study by Datamonitor found that each person in the UK consumed food and beverages whilst engaged in other activities on 338 occasions during 2006, compared to 290 by Europeans.
It also found that on the go consumption in the UK, which is divided into eating and drinking whilst on the move, whilst multi-tasking and whilst taking part in leisure activities, is set to increase by 1.7% by 2011.
The figures for people eating and drinking on the move, which already accounts for 25% of all on the go occasions, is due to rise by 3.7% in the UK, compared to 3.3% in Europe.
The report showed that while on the go eating is set to increase most in the UK and Europe over the next four years, the US currently has the highest rates, with 379 on the go occasions in 2006.
Snacks were shown to make up 27% of all on the go meals in 2006, with people in Europe and the US increasingly skipping breakfast and lunch due to work commitments and hectic lifestyles.
Drinking on the go is even more common than eating due to the easy portability of drinks, with Britons having on average 2.8 on the go drinking occasions per day in 2006, compared to 2.2 for European consumers overall.
Matthew Jones, consumer market analyst, said: “As consumers’ lives become increasingly hectic, the opportunities for on-the-go food and drink consumption will increase, and the locations for on-the-go occasions will become more diverse.
“Manufacturers can capitalize on this trend by targeting their products to specific mealtimes such as the afternoon snack, and making products available where they are most convenient such as forecourt retailers.”
