British mums and dads are clocking up 20 jobs, an average of 2.3 hours of household tasks per day, navigating the so-called ‘5-9 before the 9-5,’ a new study has found
Frazzled parents tackle a whopping 20 chores before starting the working day – with three-quarters admitting they look forward to their commute for some peace. British mums and dads are clocking up 20 jobs, an average of 2.3 hours of household tasks per day, navigating the so-called ‘5-9 before the 9-5’.
With three in ten (29%) saying they get less than five minutes to themselves each morning, 78% of parents even look forward to the dreaded commute as their only downtime of the day.
Almost three in five (58%) set their alarms before 6am just to fit it all in, while 82% of parents admit the last 15 minutes before leaving the house is more stressful than their actual job. Research from Kellogg’s Oaties revealed that 80% of parents say their mornings feel like a full working day before 9am.
The top stressors derailing the school run include missing shoes (35%), children refusing to get out of bed (33%) and last-minute toilet trips (33%). In light of this, it’s no surprise that an estimated 17.1 million cups of tea or coffee go cold and 27.9 million bowls of cereal go soggy each week during the school morning rush.
Seven in ten (69%) parents admit to dashing out the door with wet hair, while others confess to wearing yesterday’s outfit (21%). Some forget to lock the door (22%) and skip brushing their teeth (10%) amid the morning rush.
Two-thirds of parents (66%) say they feel burnt out by the school routine within the first two weeks of term, and 87% admit they are already drained before the school run is even over.
Stressed parents say they would trade an hour of sleep in the evening (30%), social media access (17%), their gym membership (12%), or even a holiday (11%) for a calmer start to the day.
To combat the chaos of weekday mornings, Kellogg’s Oaties is on a mission to help parents across the nation conquer their 5-9s and create their own ‘crunch-time’ hacks.
Kellogg’s Oaties is an oat-based cereal developed to meet the needs of busy families and, crucially, stays crunchy in milk even while parents are dashing around the kitchen.
It comes as the research also found that 94% of parents say having a set morning routine improves their mental well-being, with almost half (48%) valuing breakfast as the calmest and most important point of connection in the day.
To support the campaign, Kellogg’s has partnered with celebrity parents Cara and Nathan Delahoyde-Massey, who are sharing their personal tips for managing the morning ‘crunch time’.
Cara and Nathan’s top tips
1. Plan ahead the night before. Laying out uniforms and packing lunches in advance helps mornings flow more smoothly.
2. Make breakfast your anchor. Even a few minutes together around the breakfast table helps everyone connect, reset and get ready for the day.
3. Turn routines into rewards. Simple charts or fun incentives can turn everyday tasks, like brushing teeth or getting dressed, into mini wins.
4. Build in a buffer. Allowing a few spare minutes for the unexpected keeps mornings running smoothly and spirits high.
5. Cherish the small moments. Pause to appreciate the small moments that make the morning rush worthwhile – a final hug before school, a quick conversation along the way, or the first peaceful sip of coffee once the kids are off.
Cara Delahoyde-Massey, former Love Island star and mum of two said: “We have had our fair share of chaotic mornings, but finding a routine has made a huge difference.
“For us, breakfast is the anchor. It’s the one moment where we sit down together before the day starts properly. Having something like Oaties that’s tasty, quick and actually stays crunchy in milk really helps us keep that time intact.”
Nathan Delahoyde-Massey said: “With kids there’s always a curveball – from last-minute homework dramas to missing shoes. Having a bit of a plan, and a breakfast that doesn’t go soggy, means those surprises don’t throw the whole morning off.”
Lejla Damon, Senior Activation Brand Manager at Kellogg’s, said: “There are plenty of conversations around the 9-5, but far fewer about the 5-9 that comes before it. This is where households are effectively run like mini businesses.
“We know a thing or two about breakfast. Our research highlights both the pressures and the moments of connection that get families through – with breakfast emerging as a key time to reconnect.
“Oaties was developed to help take one thing off parents’ plates. It’s a cereal that stays crunchy in milk, so breakfast can be enjoyed rather than rushed.”
Kellogg’s Oaties are available now in Original Crunch and Choco Crunch in major supermarkets nationwide.
Top 10 hurdles
1. Missing shoes
2. Refusing to get out of bed
3. Last-minute toilet trips
4. Outfit standoffs
5. Forgotten homework
6. Breakfast complaints
7. Toothbrush tantrums
8. Sibling squabbles
9. Hair drama
10. Lost school bags
For more information, visit www.kelloggs.co.uk
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