A recent survey conducted by Foodlink Foundation reveals that nearly 40% of students surveyed in Hong Kong do not eat breakfast daily. This concerning statistic highlights a significant gap in the breakfast habits of young people, prompting Wellcome to launch ‘Breakfast Buddies’, a community program that involves distributing 100,000 breakfast vouchers to students, providing them with access to healthy food options valued at over HKD 2 million.
Survey findings: a closer look
The survey, conducted from March 4 to 18, 2025, involved 1,336 students from 11 schools across Hong Kong, Kowloon, the New Territories, and outlying islands. The findings indicate that 36% of students do not maintain a regular breakfast routine. Among those who do eat breakfast, 32% opt for unhealthy choices, such as instant noodles. Additionally, 64% of students reported choosing lower-nutrient foods or skipping breakfast entirely due to financial constraints.
These figures reveal a pressing need for improved breakfast habits among Hong Kong’s youth, particularly given the nutritional importance of breakfast for academic performance and overall health.
Struggling to afford nutritious breakfasts due to financial issues
The survey identified several reasons why students skip breakfast, with 16% cited the inability to afford nutritious options, while others mentioned being too rushed in the morning or lacking the habit altogether.
Over 60% of students expressed a desire for more nutritious breakfast options, with nearly 40% believing that vendor discounts could encourage better choices.
Darren Chan, Managing Director, Food (Hong Kong and Macau), DFI Retail Group, commented on these findings. He stated, “Eating breakfast may seem simple, yet our survey indicates that many students either do not have a daily breakfast habit, or cannot afford nutritious options. Through the ‘Breakfast Buddies’ community program, we aim to provide nutritious choices, helping them start their day nourished, energized and ready to learn.
Wellcome launching the ‘Breakfast Buddies’ program
The Program has officially launched on April 27, in conjunction with the Wellcome Family Run event. As part of this initiative, Wellcome will distribute breakfast vouchers that can be redeemed for nutritious items such as eggs, milk, oats, and apples. This Program specifically targets students from Primary 1 to Secondary 6, particularly those from low-income families.
The initiative aims to provide a total of 280,000 apples, 160,000 boxes of eggs, 40,000 packs of 200g oats, and 16,000 one-liter boxes of milk. By making these nutritious foods accessible, Wellcome hopes to promote healthy eating habits among students. The vouchers can be redeemed at all Wellcome stores in Hong Kong, facilitating access to nutritious breakfasts.
Community commitment
Aurea Yung, Head of Operations of Foodlink Foundation, emphasized the importance of this initiative. She said, “Since our establishment, we have been committed to serving underprivileged students. Some children cannot afford breakfast due to their family’s financial circumstances, while others may not understand the importance of a morning meal. Students who skip breakfast often lack essential nutrients, which can negatively impact their growth and attention span in the long run. We are grateful for Wellcome’s continued support, and through this program, we aim to help more children access the nutrition they need.”
This partnership between Wellcome and Foodlink not only aims to combat hunger but also seeks to promote awareness about the significance of a balanced breakfast. The initiative underscores the role of community support in fostering healthier lifestyles among the youth.
The importance of breakfast
Breakfast is often referred to as the most important meal of the day, providing essential nutrients and energy to kickstart the day. Breakfast Buddies is designed to educate students about making healthier choices.
Sally Poon, Registered Dietitian (Health and Care Professions Council, UK) stated, “Breakfast is essential for children’s healthy development, as it not only provides energy but also enhances concentration and academic performance. Some children consume insufficient dairy products, resulting in calcium intake below recommended levels, which can negatively impact bone density and dental health. An ideal breakfast should include high-fiber carbohydrates—such as oats and apples—to promote gut health and stabilize blood sugar levels, along with high-protein foods like eggs and low-fat milk to provide necessary protein and calcium, supporting the healthy development of bones, teeth, and muscles.”
Through this initiative, Wellcome not only aims to provide immediate relief in terms of access to food but also aspires to cultivate a culture of healthy eating that can positively influence the lives of many students for years to come. As the campaign unfolds, the hope is that it will inspire students to embrace the importance of breakfast as a key component of their daily routine, setting the stage for a healthier future.
