Drinking instead of eating as breakfast in South Korea: In which context do people place food with a beverage?

The present study investigates the relationship between socio-demographic factors and beverage choices for breakfast and the moderating role of contextual factors. In the main study, multiple logistic regression models were fitted using food diary data to identify factors related to consumers' choice of beverage for breakfast. In the follow-up test, multiple regression models were fitted to investigate consumers’ beverage choice as a means of meal replacement for breakfast. The data of respondents who chose a beverage only as breakfast were used. Thus, this study identifies the socio-demographic characteristics of consumers who are more likely to consume beverages and those who are more likely to consume a certain type of beverage over others (coffee/tea vs. dairy vs. juice). The results suggest that contextual factors significantly moderate the consumption of a beverage for breakfast, and these effects act differently depending on the socio-demographic characteristics of the consumer and the type of beverage.