IGD's Meal Occasions report, based on interviews with 1,061 shoppers, found that 27% of British shoppers now miss breakfast at least two days a week. This has risen steadily from the 19% figure in 2004.
In addition, the research conducted in February 2010 found that 16% of the sample respondents never have breakfast, up from 12% in 2004.
Joanne Denney-Finch, chief executive at IGD, said the industry needs to do more to build awareness of the benefits of breakfast.
"There are significant opportunities for retailers and manufacturers to provide tailored solutions for breakfast, and the industry should continue to innovate in the variety, quality and convenience of meal solution ranges for all meal occasions," she said.
The research also found that shoppers aged 15-24 are least likely to have breakfast with 33% of 15-24 year olds missing breakfast during weekdays, which is up from 22% in 2004.
Denney-Finch added: "Nutritionally, breakfast is of vital importance, providing us with the energy needed for the day ahead, and vitamins and minerals for overall good health.
"Our recent work on Portion Size has also clearly indicated how the industry needs to continue to communicate the benefits of eating three, well-balanced meals a day as part of a healthy lifestyle."
Overall 54% of shoppers have three meals a day during weekdays.
Despite the research, the cereal category grew by 5.8% in the 12 months to October, witnessing £1,458.3m in sales.
Market leaders Weetabix and Special K both reported sales increases of 0.8% and 1.8% to £104.6m and £97.4m, respectively.
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