Post on 16-May-2015
RESULTSBELGIAN BREAKFAST
SURVEY
2
TABLE OF CONTENT
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND
3
METHODOLOGY
TARGETRepresentative survey: Weighted sample representative of the Belgian population (0-75).
CAWI SURVEY (Computer Web Assisted Interview) : Respondents came from:
The Breakfast Tour Van, parked in towns, in front of shopping malls, etc.Internet: invitation to visit the website on packaging & mailing campaign
FIELDWORKSurvey carried out from September 2011 to June 2012
SAMPLE SIZE Total sample: N= 51.177 (interval of confidence: +/- 0.43%)
4
METHODOLOGY
SIGNIFICANT DIFFERENCES
(+++) = Positive significant difference to 1% (---) = Negative significant difference to 1% (++)= Positive significant difference to 5% (--)= Negative significant difference to 5%(+)= Positive significant difference to 10% (-)= Negative significant difference to 10%
5
VARIABLES DEFINITION
Sociodemographic profiles
Male, FemaleGender
French, DutchLanguage
North, South, BxlRegions
0-11, 12-19, 20-39, 40-59, 60+Age
SC 1-4: Upper Social StatusSC 5-8: Lower Social Status
Social classes
Single, Couple, Single&children, Couple&childrenFamily situation
Rural, UrbanUrbanisation
6
VARIABLES DEFINITION
Key profiles and other profiles
Breakfast expert, Potential Breakfast Expert, Not a breakfast Fan
Breakfast profile
8-10, 6-7, 1-5
Importance of breakfast
Everyday, Almost everyday, From time to timeFrequency
At home, On-the-go, At work
Place of breakfast
Week, Weekend
Time for breakfast
Alone, TogetherWith whom
7
SAMPLE PROFILE
Sample profile
Base : Total (n=51177)
50%Male
50%Female
42%French
58%Flemish
58%North
32%South
10%Bxl
15%0-11
10%12-19
28%20-39
31%40-59
15%60+
60%1-4
40%5-8
15%Single
28%Couple
10%Single&children
47%Couple&children
49%Rural
51%Urban
8
TABLE OF CONTENT
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND
9
EXECUTIVE SUMMARY
BREAKFAST 75%
8-10
LUNCH 59%
1-5
14%
17%
76%
ALMOST EVERYDAY (4-6 TIMES A WEEK)
FROM TIME TO TIME (2-3 TIMES A WEEK)
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
N=51177
N=51177
44%
39%
36%
DINNER 70%
SNACK 28%
12%
50%
(+)
0-11, 60+Nutella users
Breakfast ExpertHave B everyday
At homeTogether
EVERYDAY
RARELY OR NEVER
12%
7%
5%LACK OF APPETITE
I’M NOT USED TO
LACK OF TIME
Why?
N=2397
(+) Dutch, Age (evolution), Have B at home, Together
10
EXECUTIVE SUMMARY
DURING THE WEEK AND WEEKEND 86%
DURING THE WEEK 9%
WHEN DO YOU HAVE YOUR BREAKFAST
PLACE OF BREAKFAST
Total except « Rarely or never » - N=48780
DURING THE WEEKEND 5%
(+) Age (evolution), SC 1-4, people having breakfast everyday, at home, together
HOW?
Total except « Rarely or never » - N=48780
TOGETHER 63% ALONE 37%
11
EXECUTIVE SUMMARY
PLACE OF BREAKFAST
WHERE & HOW?
Total except « Rarely or never » - N=48780
AT HOME90%
N= 43754
88%
33% of the 12-19 & 29% of those having B. from time to time have their B. standing
ON-THE-GO3%
N=1250
AT WORK/AT SCHOOL
8%N=3776
STANDING
IN BED
8%
3%
0%
80%
WALKING
STANDING
15%
5%
86%
STANDING 14%ON THE SOFA
(+) Age (evolution), 8-10, Have b. everyday, together
! 0-11, single, don’t have B. everyday, have B. alone, importance » 1-5 : significantly more people in these groups eat in the sofa
In Bxl, more people have B. walking or standing in public transport.
Significantly more 12-19, sc 5-8, single, urban have their B. walking
AT THE TABLE SITTINGSITTING
12
EXECUTIVE SUMMARY
REASONS FOR HAVING BREAKFAST Total except « Rarely or never » - N=48780
60%
BECAUSE IT’S HEALTHY
BY HUNGER
TO GET FULL OF ENERGY FOR THE MORNING
BECAUSE I’M USED TO
46%
38%
25%
TO SHARE A GOOD TIME WITH MY HOUSELHOLD’S MEMBERS
TO AVOID SNACKING BEFORE LUNCH
23%
20%
TO SHOW EXAMPLE TO MY CHILDREN/OTHER CHILDREN
BECAUSE I HAVE TO
11%
4%
The reasons for having breakfast are different according to the age of the respondent:
While the youngest are searching for more energy or eat by hunger the main reason for the 60+ is because it is healthy.
24% of the N. Users have breakfast to share a good time with their family.
In average, people gave 2.27 reasons
13
*
Bread/Toast/Crackers
Cereals
Breakfast biscuits
**
Yoghurt/Cottage cheese
Cheese
Hot chocolate
Milk
Flavored milk
Yoghurt drinks (Yop, Actimel, Yakult, etc.)
Soy milk drinks
***
Fruit juice
Fruit
Fruit compote
Dairy products: 68% Fruits: 41%Cereal products: 94%
EXECUTIVE SUMMARY
THE BREAKFAST IN THE WEEK Total except « Rarely or never » - Week N=46240
14
EXECUTIVE SUMMARY
THE BREAKFAST IN THE WEEK Total except « Rarely or never » - Week N=46240
55%
FRUIT JUICE***
COFFEE
DRINKSN= 46240
FOODSN= 46240
MILK**
WATER
HOT CHOCOLATE**
33%
24%
18%
18%
87%
CHOCOLATE PASTE
BREAD/CRACKERS*
JAM
CEREALS*
CHEESE**
70%
36%
30%
27%
More variation among Flemish respondents, older respondents, B. Expert, N. Users, people having B. At home, Together, During the weekend
More variation among French respondents (and particularly in BXL), young respondents, sc 1-4, B. Expert
15
EXECUTIVE SUMMARY
THE BREAKFAST IN THE WEEK Total except « Rarely or never » - Week N=46240
More respondents from South, Bxl, 0-39, B. importance: 8-10 eat enough ingredients of the 3 top ingredients.
Same remark for those having b. everyday.
COMPOSITION & TIME SPENDING
0 2%
1
2
3
CEREALS* – DAIRY** - FRUIT***
23%
29%
47%
TIME SPENDING
9% 57% 34%
(+) Female, French, 12-39,SC 1-4, single&children (+) Male, Flemish, 0-11, 60+SC 5-8, couple, Have B. everyday, At home, Together, B. importance: 8-10 ,
10min5min 20min
16
*
Bread/Toast/Crackers
Cereals
Breakfast biscuits
**
Yoghurt/Cottage cheese
Cheese
Hot chocolate
Milk
Flavored milk
Yoghurt drinks (Yop, Actimel, Yakult, etc.)
Soy milk drinks
***
Fruit juice
Fruit
Fruit compote
Dairy products: 68% Fruits: 44%Cereal products: 85%
EXECUTIVE SUMMARY
THE BREAKFAST IN THE WEEKENDTotal except « Rarely or never » - Weekend N=44555
17
EXECUTIVE SUMMARY
THE BREAKFAST IN THE WEEKENDTotal except « Rarely or never » - Weekend N=44555
56%
FRUIT JUICE***
COFFEE
DRINKSN= 44555
FOODSN= 44555
MILK**
HOT CHOCOLATE**
WATER
36%
23%
22%
15%
79%
CHOCOLATE PASTE
BREAD/CRACKERS*
PASTRIES
JAM
CHEESE**
65%
43%
34%
28%
More variation among Flemish respondents, Females, older respondents, SC. 1-4, B. Experts, N. Users, people having B. At home, Together
More variation in BLX, among young respondents, sc 1-4, B. Experts, N Users
18
EXECUTIVE SUMMARY
THE BREAKFAST IN THE WEEKENDTotal except « Rarely or never » - Weekend N=44555
COMPOSITION & TIME SPENDING
0 5%
1
2
3
CEREALS* – DAIRY** - FRUIT***
23%
29%
43%
TIME SPENDING
More respondents from Bxl, 0-39, SC 1-4, With children, eat enough ingredients of the 3 top ingredients.
3% 31% 66%
10min5min 20min
(+) French, South, 12-39,SC 5-8, single (+) Female, Flemish, 20-59, SC. 1-4, B. Expert, Importance of B.: :8-10; Have B. Everyday, at home, together
19
EXECUTIVE SUMMARY
BREAKFAST PROFILE Total N=51177
POTENTIAL BREAKFAST
EXPERT73%
More among Male, North, 40-60+, SC 5-8, couple,
rural
NOT A BREAKFAST FAN
5%
BREAKFAST EXPERT
22%
More among Female, South, Bxl, 0-19, SC 1-4
At Home, Together
More among Male, South, Bxl, 12-39,
SC 5-8, urban
20
TABLE OF CONTENT
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND
21
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
How much importance do you attach to each meal of the day?
Base : Total (n=51177)
8-10 6-7 1-5
75% 10% 14%Breakfast
59% 24% 17%Lunch
70% 18% 12%Dinner
28% 23% 50%Snack
<<
22
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
How much importance do you attach to each meal of the day?
8-10
+ : positive significant differences - : negative significant differences
Breakfast
Lunch
Dinner
Snack
Male(n = 25627)
Female(n = 25550)
French(n = 21740)
Flemish(n = 29437)
North(n = 29512)
South(n = 16595)
Bxl(n = 5070)
73% (---) 78% (+++) 76% (++) 75% (--) 75% 77% (+++) 72% (---)
57% (---) 61% (+++) 57% (---) 60% (+++) 60% (+++) 58% (--) 55% (---)
71% (+) 70% (-) 63% (---) 75% (+++) 75% (+++) 64% (---) 59% (---)
25% (---) 30% (+++) 30% (+++) 26% (---) 26% (---) 31% (+++) 26% (---)
Base : Total (n=51177) <<
23
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
How much importance do you attach to each meal of the day?
Base : Total (n=51177)
+ : positive significant differences - : negative significant differences
Breakfast
Lunch
Dinner
Snack
0-11(n = 7515)
12-19(n = 5347)
20-39(n = 14553)
40-59(n = 15890)
60+(n = 7872)
SC 1-4(n = 30706)
SC 5-8(n = 20471)
89% (+++) 70% (---) 67% (---) 76% 81% (+++) 76% 75%
78% (+++) 58% (--) 55% (---) 53% (---) 60% (+++) 60% (+++) 58% (---)
78% (+++) 67% (---) 69% (---) 70% (--) 67% (---) 70% 70%
51% (+++) 31% (+++) 25% (---) 22% (---) 18% (---) 26% (---) 30% (+++)
8-10 <<
24
TABLE OF CONTENT
INTRODUCTION
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND
NUTELLA AS PART OF A BALANCED BREAKFAST
BREAKFAST PROFILE
25
FREQUENCY OF BREAKFAST
In general, I have my breakfast
Base : Total (n=51177)
Everyday76%
Almost everyday (4 to 6 times a week)12%
From time to time (2 to 3 times a week)7%
Rarely or never5%
<<
26
FREQUENCY OF BREAKFAST
In general, I have my breakfast
Base : Total (n=51177)
+ : positive significant differences - : negative significant differences
Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never
75% (---)
12% (-)
8% (+++)
5% (+++)
Male 25,627
77% (+++)
13% (+)
7% (---)
4% (---)
Female 25,550
73% (---)
14% (+++)
8% (+++)
5% (+++)
French 21,740
78% (+++)
11% (---)
7% (---)
4% (---)
Flemish 29,437
78% (+++)
11% (---)
6% (---)
4% (---)
North 29,512
73% (---)
13% (+++)
8% (+++)
5% (+++)
South 16,595
69% (---)
16% (+++)
8% (+++)
7% (+++)
Bxl 5,070
<<
27
FREQUENCY OF BREAKFAST
In general, I have my breakfast
Base : Total (n=51177)
+ : positive significant differences - : negative significant differences
Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never
87% (+++)
9% (---)
3% (---)
0% (---)
0-11 7,515
70% (---)
14% (+++)
10% (+++)
6% (+++)
12-19 5,347
63% (---)
18% (+++)
11% (+++)
8% (+++)
20-39 14,553
77% (+++)
11% (---)
7% 5%40-59 15,890
90% (+++)
5% (---)
3% (---)
2% (---)
60+ 7,872
77% (+++)
12%7% (---)
4% (---)
SC 1-4 30,706
74% (---)
12%8% (+++)
5% (+++)
SC 5-8 20,471
<<
28
TABLE OF CONTENT
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND
29
WHEN DO YOU HAVE YOUR BREAKFAST?
My breakfast is rather:
Base : Total except « Rarely or never » (n=48780)
During the week and weekend86%
During the week9%
During the weekend5%
<<
30
WHEN DO YOU HAVE YOUR BREAKFAST?
My breakfast is rather:
+ : positive significant differences - : negative significant differences
During the week and weekend During the week During the weekend
86% (---)
9% (++)
5% (+++)
Male 24,226
87% (+++)
8% (--)
5% (---)
Female 24,554
86% (---)
8% (---)
6% (+++)
French 20,556
87% (+++)
9% (+++)
4% (---)
Flemish 28,223
87% (+++)
9% (++)
4% (---)
North 28,320
86% (--)
8% (---)
6% (+++)
South 15,742
85% (--)
9%6% (+++)
Bxl 4,718
Base : Total except « Rarely or never » (n=48780) <<
31
WHEN DO YOU HAVE YOUR BREAKFAST?
My breakfast is rather:
+ : positive significant differences - : negative significant differences
During the week and weekend During the week During the weekend
93% (+++)
5% (---)
2% (---)
0-11 7,479
81% (---)
12% (+++)
7% (+++)
12-19 5,006
79% (---)
12% (+++)
9% (+++)
20-39 13,449
87% (+++)
8% (--)
5%40-59 15,164
94% (+++)
5% (---)
1% (---)
60+ 7,682
87% (+++)
8% (---)
5%SC 1-4 29,399
85% (---)
10% (+++)
5%SC 5-8 19,381
Base : Total except « Rarely or never » (n=48780) <<
32
TABLE OF CONTENT
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFASTWHERE ?
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND
33
PLACE OF BREAKFAST
In general, I have my breakfast
At home90%
On-the-go (car, train, etc.)3%
At work/ At school8%
Base : Total except « Rarely or never » (n=48780) <<
34
PLACE OF BREAKFAST
In general, I have my breakfast
+ : positive significant differences - : negative significant differences
At home On-the-go (car, train, etc.) At work/At school
91% (+++)
2% (---)
7% (---)
Male 24,226
89% (---)
3% (+++)
9% (+++)
Female 24,554
89% (---)
3%9% (+++)
French 20,556
90% (+++)
2%7% (---)
Flemish 28,223
90% (+++)
2% (--)
7% (---)
North 28,320
89% (--)
3%8% (++)
South 15,742
87% (---)
3% (+++)
10% (+++)
Bxl 4,718
Base : Total except « Rarely or never » (n=48780) <<
35
PLACE OF BREAKFAST
In general, I have my breakfast
+ : positive significant differences - : negative significant differences
At home On-the-go (car, train, etc.) At work/At school
96% (+++)
1% (---)
2% (---)
0-11 7,479
93% (+++)
4% (+++)
3% (---)
12-19 5,006
81% (---)
5% (+++)
14% (+++)
20-39 13,449
88% (---)
2% (---)
10% (+++)
40-59 15,164
99% (+++)
1% (---)1% (---)
60+ 7,682
88% (---)
3% (+++)
9% (+++)
SC 1-4 29,399
92% (+++)
2% (---)
6% (---)
SC 5-8 19,381
Base : Total except « Rarely or never » (n=48780) <<
36
TABLE OF CONTENT
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFASTHOW ?
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND
NUTELLA AS PART OF A BALANCED BREAKFAST
37
PLACE OF BREAKFAST
Do you have your breakfast alone or together?
Alone37%
Together63%
Base : Total except « Rarely or never » (n=48780) <<
38
PLACE OF BREAKFAST
Do you have your breakfast alone or together?
+ : positive significant differences - : negative significant differences
Alone Together
33% (---)
67% (+++)
Male 24,226
42% (+++)
58% (---)
Female 24,554
38% (+++)
62% (---)
French 20,556
37% (---)
63% (+++)
Flemish 28,223
37% (---)
63% (+++)
North 28,320
37% 63%South 15,742
42% (+++)
58% (---)
Bxl 4,718
Base : Total except « Rarely or never » (n=48780) <<
39
PLACE OF BREAKFAST
Do you have your breakfast alone or together?
+ : positive significant differences - : negative significant differences
Alone Together
15% (---)
85% (+++)
0-11 7,479
37% 63%12-19 5,006
48% (+++)
52% (---)
20-39 13,449
42% (+++)
58% (---)
40-59 15,164
33% (---)
67% (+++)
60+ 7,682
38% 62%SC 1-4 29,399
37% 63%SC 5-8 19,381
Base : Total except « Rarely or never » (n=48780) <<
40
TABLE OF CONTENT
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFASTHOW DO YOU HAVE BREAKFAST At Home
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND
NUTELLA AS PART OF A BALANCED BREAKFAST
41
PLACE OF BREAKFAST
At home: I usually have my breakfast as follows
Base : Total except « Rarely or never » - At home (n=43754)
Standing3%
At the table88%
On the sofa8%
I n bed0%
<<
42
PLACE OF BREAKFAST
At home: I usually have my breakfast as follows
+ : positive significant differences - : negative significant differences
Base : Total except « Rarely or never » - At home (n=43754)
Standing At the table On the sofa In bed
3% (---)
89% (+++)
8% 0%Male 21,977
4% (+++)
88% (---)
8% 1%Female 21,777
3% (--)
86% (---)
10% (+++)
1% (+++)
French 18,241
4% (++)
90% (+++)
6% (---)
0% (---)
Flemish 25,512
4% (++)
90% (+++)
6% (---)
0% (---)
North 25,598
3% (---)
87% (---)
9% (+++)
1% (+++)
South 14,055
4% (+++)
84% (---)
11% (+++)
1% (+++)
Bxl 4,101
<<
43
PLACE OF BREAKFAST
At home: I usually have my breakfast as follows
+ : positive significant differences - : negative significant differences
Base : Total except « Rarely or never » - At home (n=43754)
Standing At the table On the sofa In bed
1% (---)
84% (---)
15% (+++)
0% (---)
0-11 7,213
2% (---)
90% (++)
7%1% (++)
12-19 4,643
5% (+++)
84% (---)
10% (+++)
1% (+++)
20-39 10,907
4% (+++)
91% (+++)
5% (---)
0% (---)
40-59 13,406
2% (---)
95% (+++)
3% (---)
0% (---)
60+ 7,585
4% (+++)
89% (+++)
7% (---)
0% (---)
SC 1-4 25,947
3% (---)
88% (---)
9% (+++)
1% (+++)
SC 5-8 17,807
<<
44
TABLE OF CONTENT
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND
45
REASONS FOR HAVING BREAKFAST
I usually have my breakfast for the following reasons:
Base : Total except « Rarely or never » (n=48780)
To get full of energy for the morning 60%
Because it's healthy 46%
By hunger 38%
Because I 'm used to 25%
To share a good time with members of my household 23%
To avoid snacking before lunch 20%
To show example to my children/ other children 11%
Because I have to 4%
<<
46
REASONS FOR HAVING BREAKFAST
I usually have my breakfast for the following reasons:
+ : positive significant differences - : negative significant differences
To get full of energy for the morning
Because it's healthy
By hunger
Because I 'm used to
To share a good time with members of my household
To avoid snacking before lunch
To show example to my children/ other children
Because I have to
Male(n = 24226)
Female(n = 24554)
French(n = 20556)
Flemish(n = 28223)
North(n = 28320)
South(n = 15742)
Bxl(n = 4718)
59% (---) 61% (+++) 61% (+++) 59% (---) 59% (---) 61% (+++) 62% (+++)
45% (-) 46% (+) 42% (---) 48% (+++) 48% (+++) 42% (---) 44% (---)
37% (---) 39% (+++) 42% (+++) 35% (---) 35% (---) 42% (+++) 42% (+++)
26% (+++) 25% (---) 23% (---) 27% (+++) 27% (+++) 22% (---) 26%
24% (+++) 23% (---) 21% (---) 24% (+++) 24% (+++) 21% (---) 23%
17% (---) 24% (+++) 23% (+++) 18% (---) 18% (---) 23% (+++) 23% (+++)
9% (---) 14% (+++) 11% 12% 12% 12% 10% (---)
5% (+++) 3% (---) 4% 4% 4% 4% 4%
Base : Total except « Rarely or never » (n=48780) <<
47
REASONS FOR HAVING BREAKFAST
I usually have my breakfast for the following reasons:
+ : positive significant differences - : negative significant differences
To get full of energy for the morning
Because it's healthy
By hunger
Because I 'm used to
To share a good time with members of my household
To avoid snacking before lunch
To show example to my children/ other children
Because I have to
0-11(n = 7479)
12-19(n = 5006)
20-39(n = 13449)
40-59(n = 15164)
60+(n = 7682)
SC 1-4(n = 29399)
SC 5-8(n = 19381)
62% (+++) 66% (+++) 63% (+++) 59% 49% (---) 63% (+++) 55% (---)
44% (---) 45% 43% (---) 46% 52% (+++) 46% 45%
40% (+++) 52% (+++) 49% (+++) 30% (---) 25% (---) 41% (+++) 34% (---)
28% (+++) 40% (+++) 26% (+) 19% (---) 25% 26% (++) 25% (--)
30% (+++) 19% (---) 23% 23% 21% (---) 24% (+++) 21% (---)
13% (---) 24% (+++) 24% (+++) 21% (+++) 16% (---) 21% (+++) 19% (---)
0% 3% (---) 18% (+++) 16% (+++) 7% (---) 12% (+++) 11% (---)
22% (+++) 4% (++) 4% (+++) 3% (---)
Base : Total except « Rarely or never » (n=48780) <<
48
TABLE OF CONTENT
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEKDRINKS
THE BREAKFAST IN THE WEEKEND
49
THE BREAKFAST IN THE WEEK
Drinks: My breakfast is usually composed of
Base : Total except « Rarely or never » - During the week (n=46240)
Coffee 55%
Fruit juice 33%
Milk 24%
Water 18%
Hot chocolate 18%
Tea 12%
Yoghurt drinks (Yop, Actimel, Yakult…) 8%
Flavored milk (eg chocolate, fruit, etc.) 7%
Soy milk drink 3%
Soft drink 1%
Other drinks 2%
***
**
**
**
**
**
<<
50
THE BREAKFAST IN THE WEEK
Drinks: My breakfast is usually composed of
+ : positive significant differences - : negative significant differences
Base : Total except « Rarely or never » - During the week (n=46240)
Coffee
Fruit juice
Milk
Water
Hot chocolate
Tea
Yoghurt drinks (Yop, Actimel, Yakult…)
Flavored milk (eg chocolate, fruit, etc.)
Soy milk drink
Soft drink
Other drinks
Male(n = 22897)
Female(n = 23343)
French(n = 19276)
Flemish(n = 26965)
North(n = 27052)
South(n = 14757)
Bxl(n = 4431)
54% (---) 56% (+++) 54% (---) 56% (+++) 56% (+++) 55% 51% (---)
32% 33% 40% (+++) 27% (---) 27% (---) 39% (+++) 43% (+++)
27% (+++) 22% (---) 21% (---) 26% (+++) 26% (+++) 20% (---) 25%
16% (---) 21% (+++) 17% (---) 19% (+++) 19% (+++) 17% (---) 20% (+++)
20% (+++) 16% (---) 25% (+++) 13% (---) 13% (---) 26% (+++) 21% (+++)
10% (---) 15% (+++) 10% (---) 14% (+++) 14% (+++) 7% (---) 17% (+++)
8% 8% 8% (+++) 8% (---) 8% (--) 8% 10% (+++)
9% (+++) 6% (---) 7% 8% 8% 8% 6% (---)
2% (---) 3% (+++) 2% (---) 3% (+++) 3% (+++) 2% (---) 3%
1% (+++) 1% (---) 1% (+++) 1% (---) 1% (---) 1% (+++) 1%
2% 2% 2% (---) 2% (+++) 2% (++) 2% (---) 2%
<<
51
THE BREAKFAST IN THE WEEK
Drinks: My breakfast is usually composed of
+ : positive significant differences - : negative significant differences
Base : Total except « Rarely or never » - During the week (n=46240)
Coffee
Fruit juice
Milk
Water
Hot chocolate
Tea
Yoghurt drinks (Yop, Actimel, Yakult…)
Flavored milk (eg chocolate, fruit, etc.)
Soy milk drink
Soft drink
Other drinks
0-11(n = 7342)
12-19(n = 4639)
20-39(n = 12276)
40-59(n = 14406)
60+(n = 7577)
SC 1-4(n = 27859)
SC 5-8(n = 18381)
4% (---) 19% (---) 52% (---) 78% (+++) 85% (+++) 52% (---) 60% (+++)
33% 42% (+++) 36% (+++) 29% (---) 27% (---) 34% (+++) 30% (---)
49% (+++) 40% (+++) 24% 13% (---) 11% (---) 26% (+++) 22% (---)
22% (+++) 27% (+++) 22% (+++) 15% (---) 11% (---) 20% (+++) 17% (---)
33% (+++) 29% (+++) 19% (++) 12% (---) 7% (---) 16% (---) 21% (+++)
4% (---) 11% (--) 16% (+++) 14% (+++) 13% (++) 12% (+) 12% (-)
13% (+++) 9% (++) 7% (---) 7% (---) 7% (---) 8% 8%
22% (+++) 10% (+++) 7% (-) 3% (---) 1% (---) 8% 7%
4% (+++) 3% 3% 2% (--) 2% (---) 3% (+++) 2% (---)
1% (---) 1% (+++) 2% (+++) 1% (--) 0% (---) 1% (---) 1% (+++)
2% 3% (+++) 2% 2% (---) 2% 2% (---) 2% (+++)
<<
52
TABLE OF CONTENT
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEKFOODS
THE BREAKFAST IN THE WEEKEND
53
THE BREAKFAST IN THE WEEK
Foods: My breakfast is usually composed of
Base : Total except « Rarely or never » - During the week (n=46240)
Bread/ Toast/ Crackers 87%
Chocolate paste 70%
Jam 36%
Cereals 30%
Cheese 27%
Margarine/ Butter 26%
Yoghurt/ Cottage cheese 17%
Fruits 16%
Pastries 15%
Deli (ham, turkey, salami, etc.) 15%
Eggs 11%
Honey 9%
Other spreads (peanut butter, speculoos spreads) 8%
Breakfast biscuits 6%
Fruit Compote 2%
Other foods 3%
*
*
*
**
***
***
**
<<
54
THE BREAKFAST IN THE WEEK
Foods: My breakfast is usually composed of
+ : positive significant differences - : negative significant differences
Base : Total except « Rarely or never » - During the week (n=46240)
Bread/ Toast/ Crackers
Chocolate paste
Jam
Cereals
Cheese
Margarine/ Butter
Yoghurt/ Cottage cheese
Fruits
Pastries
Deli (ham, turkey, salami, etc.)
Eggs
Honey
Other spreads (peanut butter, speculoos spreads)
Breakfast biscuits
Fruit Compote
Other foods
Male(n = 22897)
Female(n = 23343)
French(n = 19276)
Flemish(n = 26965)
North(n = 27052)
South(n = 14757)
Bxl(n = 4431)
86% (---) 87% (+++) 83% (---) 89% (+++) 89% (+++) 84% (---) 82% (---)
68% (---) 71% (+++) 66% (---) 72% (+++) 72% (+++) 67% (---) 62% (---)
36% 36% 34% (---) 37% (+++) 37% (+++) 34% (---) 34% (--)
29% (---) 31% (+++) 37% (+++) 25% (---) 26% (---) 36% (+++) 40% (+++)
27% (++) 26% (--) 22% (---) 30% (+++) 30% (+++) 21% (---) 28%
25% (---) 27% (+++) 27% (+++) 25% (---) 25% (---) 27% (+++) 29% (+++)
14% (---) 20% (+++) 15% (---) 19% (+++) 19% (+++) 14% (---) 19% (+++)
13% (---) 18% (+++) 16% 16% 16% 15% (---) 19% (+++)
17% (+++) 14% (---) 17% (+++) 14% (---) 14% (---) 17% (+++) 19% (+++)
17% (+++) 13% (---) 8% (---) 20% (+++) 20% (+++) 7% (---) 12% (---)
13% (+++) 9% (---) 9% (---) 12% (+++) 12% (+++) 8% (---) 14% (+++)
10% (+++) 8% (---) 10% (+++) 8% (---) 8% (---) 9% (++) 13% (+++)
8% (+) 7% (-) 5% (---) 10% (+++) 10% (+++) 4% (---) 6% (---)
6% (-) 6% (+) 10% (+++) 3% (---) 3% (---) 9% (+++) 12% (+++)
2% (+++) 2% (---) 3% (+++) 1% (---) 1% (---) 3% (+++) 3% (+++)
3% (-) 3% (+) 2% (---) 3% (+++) 3% (+++) 2% (---) 3%
<<
55
THE BREAKFAST IN THE WEEK
Foods: My breakfast is usually composed of
+ : positive significant differences - : negative significant differences
Base : Total except « Rarely or never » - During the week (n=46240)
Bread/ Toast/ Crackers
Chocolate paste
Jam
Cereals
Cheese
Margarine/ Butter
Yoghurt/ Cottage cheese
Fruits
Pastries
Deli (ham, turkey, salami, etc.)
Eggs
Honey
Other spreads (peanut butter, speculoos spreads)
Breakfast biscuits
Fruit Compote
Other foods
0-11(n = 7342)
12-19(n = 4639)
20-39(n = 12276)
40-59(n = 14406)
60+(n = 7577)
SC 1-4(n = 27859)
SC 5-8(n = 18381)
86% (---) 80% (---) 83% (---) 90% (+++) 92% (+++) 87% (++) 86% (--)
80% (+++) 67% (---) 68% (---) 69% 63% (---) 70% (+++) 68% (---)
25% (---) 22% (---) 29% (---) 43% (+++) 54% (+++) 36% (-) 37% (+)
48% (+++) 48% (+++) 37% (+++) 20% (---) 11% (---) 31% (+++) 28% (---)
18% (---) 16% (---) 22% (---) 33% (+++) 39% (+++) 27% 27%
20% (---) 14% (---) 21% (---) 31% (+++) 35% (+++) 25% (--) 26% (++)
13% (---) 14% (---) 17% 20% (+++) 19% (+++) 19% (+++) 15% (---)
13% (---) 19% (+++) 17% (++) 16% 15% 16% (+++) 15% (---)
14% (---) 18% (+++) 19% (+++) 14% (---) 11% (---) 15% (---) 16% (+++)
13% (---) 12% (---) 15% 17% (+++) 16% (++) 15% 15%
8% (---) 9% (---) 10% (---) 12% (+++) 14% (+++) 10% (---) 12% (+++)
7% (---) 6% (---) 7% (---) 10% (+++) 13% (+++) 9% 9%
10% (+++) 8% 8% (+++) 7% (---) 5% (---) 8% (+++) 7% (---)
8% (+++) 10% (+++) 9% (+++) 4% (---) 2% (---) 6% (---) 6% (+++)
2% (+++) 2% 1% (---) 2% 3% (+++) 2% (--) 2% (++)
3% (--) 3% 3% (+) 3% 3% 3% (+++) 3% (---)
<<
56
TABLE OF CONTENT
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEKCATEGORIES
THE BREAKFAST IN THE WEEKEND
57
THE BREAKFAST IN THE WEEK
Balanced breakfast expertise : How many people only take 1, 2 or 3 out of the 3 top ingredients ?
02%
123%
247%
329%
Base : Total except « Rarely or never » - During the week (n=46240) <<
58
THE BREAKFAST IN THE WEEK
Balanced breakfast expertise : How many people only take 1, 2 or 3 out of the 3 top ingredients ?
+ : positive significant differences - : negative significant differences
0 1 2 3
2% (+++)
22%48% (+++)
27% (---)
Male 22,897
1% (---)
23%46% (---)
30% (+++)
Female 23,343
2%21% (---)
45% (---)
32% (+++)
French 19,276
1%24% (+++)
48% (+++)
26% (---)
Flemish 26,965
1%24% (+++)
49% (+++)
26% (---)
North 27,052
2%21% (---)
46% (---)
31% (+++)
South 14,757
1%20% (---)
42% (---)
37% (+++)
Bxl 4,431
Base : Total except « Rarely or never » - During the week (n=46240) <<
59
THE BREAKFAST IN THE WEEK
Balanced breakfast expertise : How many people only take 1, 2 or 3 out of the 3 top ingredients ?
+ : positive significant differences - : negative significant differences
0 1 2 3
0% (---)
8% (---)
59% (+++)
33% (+++)
0-11 7,342
1% (--)
15% (---)
49% (++)
35% (+++)
12-19 4,639
2%24% (+++)
45% (---)
30% (+++)
20-39 12,276
2% (+++)
28% (+++)
44% (---)
26% (---)
40-59 14,406
2% (+++)
29% (+++)
45% (---)
25% (---)
60+ 7,577
1% (---)
21% (---)
48% (+++)
30% (+++)
SC 1-4 27,859
2% (+++)
25% (+++)
46% (---)
27% (---)
SC 5-8 18,381
Base : Total except « Rarely or never » - During the week (n=46240) <<
60
TABLE OF CONTENT
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEKTIME SPENDING ON BREAKFAST
THE BREAKFAST IN THE WEEKEND
61
THE BREAKFAST IN THE WEEK
In general, for my breakfast during the week, I spend
5 minutes or less9%
Approximately 10 minutes57%
Approximately 20 minutes34%
Base : Total except « Rarely or never » - During the week (n=46240) <<
62
THE BREAKFAST IN THE WEEK
In general, for my breakfast during the week, I spend
+ : positive significant differences - : negative significant differences
5 minutes or less Approximately 10 minutes Approximately 20 minutes
8% (---)
56% (---)
36% (+++)
Male 22,897
10% (+++)
58% (+++)
32% (---)
Female 23,343
10% (+++)
59% (+++)
31% (---)
French 19,276
8% (---)
55% (---)
37% (+++)
Flemish 26,965
8% (---)
55% (---)
37% (+++)
North 27,052
10% (+++)
60% (+++)
30% (---)
South 14,757
11% (+++)
57%33% (---)
Bxl 4,431
Base : Total except « Rarely or never » - During the week (n=46240) <<
63
THE BREAKFAST IN THE WEEK
In general, for my breakfast during the week, I spend
+ : positive significant differences - : negative significant differences
5 minutes or less Approximately 10 minutes Approximately 20 minutes
4% (---)
56%40% (+++)
0-11 7,342
13% (+++)
62% (+++)
25% (---)
12-19 4,639
14% (+++)
62% (+++)
25% (---)
20-39 12,276
8% (---)
58% (++)
34%40-59 14,406
4% (---)
45% (---)
51% (+++)
60+ 7,577
9% (++)
58% (+++)
33% (---)
SC 1-4 27,859
8% (--)
55% (---)
37% (+++)
SC 5-8 18,381
Base : Total except « Rarely or never » - During the week (n=46240) <<
64
TABLE OF CONTENT
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKENDDRINKS
65
Drinks: My breakfast is usually composed of
Base : Total except « Rarely or never » - During the week (n=44555)
THE BREAKFAST IN THE WEEKEND
Coffee 56%
Fruit juice 36%
Milk 23%
Hot chocolate 22%
Water 15%
Tea 12%
Flavored milk (eg chocolate, fruit, etc.) 8%
Yoghurt drinks (Yop, Actimel, Yakult…) 7%
Soy milk drink 2%
Soft drink 1%
Other drinks 1%
***
**
**
**
**
**
<<
66
THE BREAKFAST IN THE WEEKEND
Drinks: My breakfast is usually composed of
+ : positive significant differences - : negative significant differences
Base : Total except « Rarely or never » - During the week (n=44555)
Coffee
Fruit juice
Milk
Hot chocolate
Water
Tea
Flavored milk (eg chocolate, fruit, etc.)
Yoghurt drinks (Yop, Actimel, Yakult…)
Soy milk drink
Soft drink
Other drinks
Male(n = 22058)
Female(n = 22497)
French(n = 18872)
Flemish(n = 25683)
North(n = 25799)
South(n = 14458)
Bxl(n = 4298)
55% (---) 57% (+++) 53% (---) 58% (+++) 58% (+++) 54% (---) 51% (---)
35% (---) 38% (+++) 42% (+++) 33% (---) 33% (---) 40% (+++) 46% (+++)
25% (+++) 20% (---) 20% (---) 25% (+++) 25% (+++) 19% (---) 23%
24% (+++) 21% (---) 31% (+++) 16% (---) 16% (---) 32% (+++) 26% (+++)
14% (---) 17% (+++) 15% (---) 16% (+++) 16% (+) 14% (---) 18% (+++)
10% (---) 15% (+++) 10% (---) 14% (+++) 14% (+++) 7% (---) 18% (+++)
9% (+++) 6% (---) 7% (---) 8% (+++) 8% (+++) 7% (---) 7% (--)
8% (+++) 7% (---) 8% (+) 7% (-) 7% (-) 7% (---) 10% (+++)
2% (---) 3% (+++) 2% (---) 2% (+++) 2% (+++) 2% (---) 3% (++)
1% (+++) 1% (---) 1% (+++) 1% (---) 1% (---) 1% (+++) 1%
2% 1% 1% (---) 2% (+++) 2% (+++) 1% 1% (---)
<<
67
THE BREAKFAST IN THE WEEKEND
Drinks: My breakfast is usually composed of
+ : positive significant differences - : negative significant differences
Base : Total except « Rarely or never » - During the week (n=44555)
Coffee
Fruit juice
Milk
Hot chocolate
Water
Tea
Flavored milk (eg chocolate, fruit, etc.)
Yoghurt drinks (Yop, Actimel, Yakult…)
Soy milk drink
Soft drink
Other drinks
0-11(n = 7078)
12-19(n = 4427)
20-39(n = 11838)
40-59(n = 13916)
60+(n = 7296)
SC 1-4(n = 27113)
SC 5-8(n = 17442)
5% (---) 21% (---) 54% (---) 79% (+++) 86% (+++) 54% (---) 60% (+++)
36% 44% (+++) 41% (+++) 35% (---) 28% (---) 40% (+++) 31% (---)
46% (+++) 37% (+++) 22% 13% (---) 11% (---) 24% (+++) 21% (---)
39% (+++) 35% (+++) 23% (+++) 16% (---) 9% (---) 21% (---) 24% (+++)
19% (+++) 23% (+++) 17% (+++) 12% (---) 10% (---) 16% (+++) 14% (---)
5% (---) 13% 16% (+++) 13% (+++) 12% (-) 13% (++) 12% (--)
21% (+++) 12% (+++) 7% (--) 3% (---) 1% (---) 8% 7%
12% (+++) 8% (+++) 6% (---) 6% (---) 7% (---) 8% 7%
3% (+++) 3% 2% 2% (-) 2% (---) 2% 2%
0% (---) 2% (+++) 2% (+++) 1% (---) 0% (---) 1% (---) 1% (+++)
2% (+++) 2% (+++) 1% (---) 1% 1% (--) 1% (-) 2% (+)
<<
68
TABLE OF CONTENT
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKENDFOODS
69
THE BREAKFAST IN THE WEEKEND
Foods: My breakfast is usually composed of
Base : Total except « Rarely or never » - During the weekend (n=44555)
Bread/ Toast/ Crackers 79%
Chocolate paste 65%
Pastries 43%
Jam 34%
Cheese 28%
Margarine/ Butter 28%
Cereals 24%
Deli (ham, turkey, salami, etc.) 19%
Eggs 18%
Fruits 17%
Yoghurt/ Cottage cheese 15%
Honey 8%
Other spreads (peanut butter, speculoos spreads) 8%
Breakfast biscuits 5%
Fruit Compote 2%
Other foods 3%
***
***
**
**
*
*
*
<<
70
THE BREAKFAST IN THE WEEKEND
Foods: My breakfast is usually composed of
+ : positive significant differences - : negative significant differences
Base : Total except « Rarely or never » - During the weekend (n=44555)
Bread/ Toast/ Crackers
Chocolate paste
Pastries
Jam
Cheese
Margarine/ Butter
Cereals
Deli (ham, turkey, salami, etc.)
Eggs
Fruits
Yoghurt/ Cottage cheese
Honey
Other spreads (peanut butter, speculoos spreads)
Breakfast biscuits
Fruit Compote
Other foods
Male(n = 22058)
Female(n = 22497)
French(n = 18872)
Flemish(n = 25683)
North(n = 25799)
South(n = 14458)
Bxl(n = 4298)
78% (---) 79% (+++) 76% (---) 80% (+++) 80% (+++) 76% (---) 78%
63% (---) 66% (+++) 62% (---) 67% (+++) 67% (+++) 62% (---) 61% (---)
43% (-) 44% (+) 42% (---) 44% (+++) 44% (+++) 42% (---) 43%
34% (---) 35% (+++) 33% (---) 35% (+++) 35% (+++) 32% (---) 35%
28% 29% 21% (---) 34% (+++) 34% (+++) 19% (---) 28%
26% (---) 30% (+++) 28% (-) 28% (+) 28% (++) 26% (---) 32% (+++)
24% (+) 24% (-) 30% (+++) 20% (---) 20% (---) 30% (+++) 31% (+++)
20% (+++) 18% (---) 10% (---) 25% (+++) 25% (+++) 8% (---) 16% (---)
19% (+++) 17% (---) 13% (---) 22% (+++) 22% (+++) 10% (---) 23% (+++)
14% (---) 19% (+++) 16% (--) 17% (++) 17% 15% (---) 21% (+++)
13% (---) 17% (+++) 13% (---) 17% (+++) 17% (+++) 12% (---) 17% (+++)
9% (+++) 7% (---) 9% (+++) 7% (---) 7% (---) 8% 14% (+++)
8% 8% 5% (---) 9% (+++) 9% (+++) 5% (---) 7%
5% (+) 5% (-) 7% (+++) 3% (---) 3% (---) 7% (+++) 9% (+++)
2% (+++) 1% (---) 2% (+++) 1% (---) 1% (---) 2% (+++) 3% (+++)
3% (--) 3% (++) 2% (---) 4% (+++) 4% (+++) 2% (---) 3%
<<
71
Bread/ Toast/ Crackers
Chocolate paste
Pastries
Jam
Cheese
Margarine/ Butter
Cereals
Deli (ham, turkey, salami, etc.)
Eggs
Fruits
Yoghurt/ Cottage cheese
Honey
Other spreads (peanut butter, speculoos spreads)
Breakfast biscuits
Fruit Compote
Other foods
0-11(n = 7078)
12-19(n = 4427)
20-39(n = 11838)
40-59(n = 13916)
60+(n = 7296)
SC 1-4(n = 27113)
SC 5-8(n = 17442)
79% 73% (---) 79% 79% (++) 80% (+++) 78% 79%
75% (+++) 64% (-) 66% (++) 64% (---) 56% (---) 66% (+++) 63% (---)
41% (---) 45% (+) 49% (+++) 45% (+++) 34% (---) 47% (+++) 38% (---)
25% (---) 22% (---) 30% (---) 41% (+++) 46% (+++) 34% 34%
19% (---) 17% (---) 26% (---) 35% (+++) 37% (+++) 28% 28%
22% (---) 16% (---) 25% (---) 34% (+++) 35% (+++) 28% 28%
42% (+++) 40% (+++) 28% (+++) 15% (---) 8% (---) 25% (+++) 23% (---)
16% (---) 15% (---) 20% (+++) 21% (+++) 17% (---) 20% (+++) 17% (---)
15% (---) 15% (---) 19% (+++) 20% (+++) 16% (---) 19% (+++) 17% (---)
14% (---) 18% (+++) 17% (+++) 17% (+) 16% (--) 18% (+++) 15% (---)
13% (---) 12% (---) 15% 18% (+++) 15% 17% (+++) 13% (---)
6% (---) 6% (---) 7% (---) 9% (++) 11% (+++) 8% (++) 8% (--)
10% (+++) 8% (++) 9% (+++) 7% (---) 5% (---) 8% (+++) 6% (---)
6% (+++) 8% (+++) 6% (+++) 3% (---) 2% (---) 4% (---) 5% (+++)
2% (+++) 2% (+++) 1% (---) 1% (--) 2% (+++) 1% (---) 2% (+++)
3% 3% 3% 3% 4% (++) 4% (+++) 3% (---)
THE BREAKFAST IN THE WEEKEND
Foods: My breakfast is usually composed of
+ : positive significant differences - : negative significant differences
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
72
TABLE OF CONTENT
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKENDCATEGORIES
73
THE BREAKFAST IN THE WEEKEND
Balanced breakfast expertise : How many people only take 1, 2 or 3 out of the 3 top ingredients ?
05%
123%
243%
329%
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
74
THE BREAKFAST IN THE WEEKEND
Balanced breakfast expertise : How many people only take 1, 2 or 3 out of the 3 top ingredients ?
+ : positive significant differences - : negative significant differences
0 1 2 3
5% (+++)
23%44% (+++)
28% (---)
Male 22,058
4% (---)
23%42% (---)
30% (+++)
Female 22,497
4% (--)
22% (---)
43% (--)
31% (+++)
French 18,872
5% (++)
24% (+++)
44% (++)
28% (---)
Flemish 25,683
5% (+++)
24% (+++)
44% (+)
28% (---)
North 25,799
4% 23% 43% 29%South 14,458
4% (-)
19% (---)
41% (---)
36% (+++)
Bxl 4,298
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
75
THE BREAKFAST IN THE WEEKEND
Balanced breakfast expertise : How many people only take 1, 2 or 3 out of the 3 top ingredients ?
+ : positive significant differences - : negative significant differences
0 1 2 3
1% (---)
12% (---)
54% (+++)
33% (+++)
0-11 7,078
2% (---)
18% (---)
46% (+++)
34% (+++)
12-19 4,427
4% (---)
23% (--)
42% (--)
31% (+++)
20-39 11,838
6% (+++)
28% (+++)
40% (---)
26% (---)
40-59 13,916
7% (+++)
31% (+++)
40% (---)
22% (---)
60+ 7,296
4% (---)
22% (---)
43%31% (+++)
SC 1-4 27,113
5% (+++)
26% (+++)
44%25% (---)
SC 5-8 17,442
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
76
TABLE OF CONTENT
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKENDTIME SPENDING ON BREAKFAST
77
THE BREAKFAST IN THE WEEKEND
In general, for my breakfast during the weekend, I spend
5 minutes or less3%
Approximately 10 minutes31%
Approximately 20 minutes66%
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
78
THE BREAKFAST IN THE WEEKEND
In general, for my breakfast during the weekend, I spend
+ : positive significant differences - : negative significant differences
5 minutes or less Approximately 10 minutes Approximately 20 minutes
3%33% (+++)
64% (---)
Male 22,058
3%28% (---)
68% (+++)
Female 22,497
4% (+++)
34% (+++)
61% (---)
French 18,872
3% (---)
28% (---)
69% (+++)
Flemish 25,683
3% (---)
28% (---)
69% (+++)
North 25,799
4% (+++)
36% (+++)
60% (---)
South 14,458
4% (++)
28% (---)
68% (+++)
Bxl 4,298
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
79
THE BREAKFAST IN THE WEEKEND
In general, for my breakfast during the weekend, I spend
+ : positive significant differences - : negative significant differences
5 minutes or less Approximately 10 minutes Approximately 20 minutes
2% (---)
32% (++)
66%0-11 7,078
6% (+++)
34% (+++)
60% (---)
12-19 4,427
4% (+++)
29% (---)
67% (++)
20-39 11,838
3% (---)
28% (---)
69% (+++)
40-59 13,916
2% (---)
34% (+++)
63% (---)
60+ 7,296
3% (---)
28% (---)
69% (+++)
SC 1-4 27,113
4% (+++)
35% (+++)
61% (---)
SC 5-8 17,442
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
80
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