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14 Sep, 2016


  • Nearly 60 per cent of children say happiness is the ultimate life goal, ahead of earning lots of money and getting married

  • Children say grown-ups could be more successful if they were happier and had more friends

  • Kids vote the Queen the most successful person in the world over Justin Bieber and Taylor Swift


Forget fast cars, earning loads of money or even finding love, a survey of school children aged between five and 16 revealed the secret to being a successful grown-up is being ‘happy’.

A UK poll found nearly 60 per cent of kids in the UK deemed happiness to be the ultimate secret to success –with just 21 per cent ranking getting married and a 37 per cent going to university on their to do list.

Ahead of this year’s School Breakfast Club Awards, Kellogg’s surveyed more than 2,000 children across the UK about their views on winning and what makes you successful in life.

When it comes to striving to achieve, ‘feeling confident’ was the biggest success driver (62 per cent) in children.

Interestingly more than of half of kids claimed they got their confidence from their mothers, with just 28 per cent of children drawing confidence boosters from their dads.

School breakfast clubs are instrumental in ensuring children get a good start to the day, with around 60 per cent of teachers claiming they boost socialisation and more than half claiming they improve kids’ attitude to learning.

Uninterested in being famous and bemused by fast cars, kids appeared to value the simple things more, with more than a quarter of kids striving to make lots of good friends.

In fact, when asked what would grown-ups more successful, nearly a third said ‘being happier’

When asked what they wanted to be when they grew up, ‘a footballer’ (10 per cent) came top on the leader board, closely followed by a scientist.

Among the humorous open responses, Kellogg’s Breakfast Club awards heard how children today would rather be jungle explorers, YouTubers and computer gamers than teachers or policemen.

More than double the number of boys than girls wanted to be a scientist when they grow up.

Kellogg’s Breakfast Club Awards celebrate the most successful clubs across the UK – schools can apply until 7th October for the chance to win £1,500 for their club.

School Food and Health Advisor, Lindsay Graham, said: “What we see from the research is the importance children place on being happy.  This happiness comes from the learning they have in schools and the socialisation with their friends, it is a confidence that can be found in breakfast clubs.

“More than quarter of school children admitted they leave their breakfast clubs ready to learn something new – that is a huge asset to any school. These clubs provide somewhere parents and schools can ensure children are getting something to eat in the morning so they are ready to achieve and can be more successful in school.”

Amusingly kids voted the Queen as the ‘most successful person in the world’ beating Justin Bieber and Taylor Swift to the top of the leader board, with David Beckham in second place.

Kellogg’s Breakfast Club awards ambassador, Sam Bailey, said: “Even at a young age it seems children have the right idea and the right goals, aiming to work hard to be happy and successful.”

Sam, who before winning her X Factor title worked at a breakfast club in her home town, added:  “It is great to be involved in a campaign that highlights the incredible and life changing work that goes on in school breakfast clubs, these clubs makes kids confident and provide that extra support to make them succeed.”

Kellogg’s have been supporting breakfast clubs in schools for 18 years providing funding, cereal donations and training to a network of 2,500 Breakfast Clubs across the UK.


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For more information, images or Breakfast club case studies please contact Kellogg’s press office on 0161 869 5500 or email


Top 10 things kids think you should have nailed before you turn 30

Be happy (47 per cent)

Earn lots of money (43 per cent)

Have an exciting job (41 per cent)

Go to university (32 per cent)

Have done well at school (28 per cent)

Got married (26 per cent)


Top 10 most successful people in the world according to kids

The Queen (29 per cent)

David Beckham (18 per cent)

JK Rowling (13 per cent)

Simon Cowell (8 per cent)

Tim Peakes (7 per cent)

David Cameron (3 per cent)

Justin Bieber (3 per cent)

Taylor Swift (3 per cent)

Mo Farah (3 per cent)

Theresa May (2 per cent)


Editors Notes:

The study is based on a survey of 2,000 children aged between five and 16 conducted online across the UK.

The survey comprised an online questionnaire which took respondents around 10 minutes to complete. All participants had to be enrolled in a school.

The data was collected by in August 2016.

Stats have also been taken from Interim Kellogg’s survey data for Breakfasts for Better days

Kellogg’s has been supporting breakfast clubs in schools for 18 years providing funding, cereal donations and training to a network of 2,500 Breakfast Clubs across the UK.