nutella - results belgian breakfast survey
TRANSCRIPT
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RESULTS BELGIAN BREAKFAST
SURVEY
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METHODOLOGY
TARGET
Representative 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
FIELDWORK
Survey carried out from September 2011 to June 2012
SAMPLE SIZE
Total sample: N= 51.177 (interval of confidence: +/- 0.43%)
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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%
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VARIABLES DEFINITION
4
Male, Female Gender
French, Dutch Language
North, South, Bxl Regions
0-11, 12-19, 20-39, 40-59, 60+ Age
SC 1-4: Upper Social Status
SC 5-8: Lower Social Status Social classes
Single, Couple, Single&children, Couple&children Family situation
Rural, Urban Urbanisation
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VARIABLES DEFINITION
5
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 time Frequency
At home, On-the-go, At work
Place of breakfast
Week, Weekend
Time for breakfast
Alone, Together With whom
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SAMPLE PROFILE
6 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
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TABLE OF CONTENT
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
BREAKFAST PROFILE
7
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EXECUTIVE SUMMARY
8
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 Expert Have B everyday
At home Together
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
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EXECUTIVE SUMMARY
9
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%
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EXECUTIVE SUMMARY
10
PLACE OF BREAKFAST
WHERE & HOW?
Total except « Rarely or never » - N=48780
AT HOME 90%
N= 43754
88%
33% of the 12-19 & 29% of those having B. from time to time have their B. standing
ON-THE-GO 3%
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 SITTING SITTING
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EXECUTIVE SUMMARY
11
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
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*
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
12
THE BREAKFAST IN THE WEEK Total except « Rarely or never » - Week N=46240
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EXECUTIVE SUMMARY
13
THE BREAKFAST IN THE WEEK Total except « Rarely or never » - Week N=46240
55%
FRUIT JUICE***
COFFEE
DRINKS N= 46240
FOODS N= 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
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EXECUTIVE SUMMARY
14
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 ,
10min 5min 20min
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*
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
15
THE BREAKFAST IN THE WEEKEND Total except « Rarely or never » - Weekend N=44555
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EXECUTIVE SUMMARY
16
THE BREAKFAST IN THE WEEKEND Total except « Rarely or never » - Weekend N=44555
56%
FRUIT JUICE***
COFFEE
DRINKS N= 44555
FOODS N= 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
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EXECUTIVE SUMMARY
17
THE BREAKFAST IN THE WEEKEND Total 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%
10min 5min 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
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EXECUTIVE SUMMARY
18
BREAKFAST PROFILE Total N=51177
POTENTIAL BREAKFAST EXPERT
73%
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
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TABLE OF CONTENT
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
BREAKFAST PROFILE
19
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IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
20
BREAKFAST 75%
8-10
LUNCH 59%
1-5
14%
17%
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY N=51177
DINNER 70%
SNACK 28%
12%
50%
(+)
0-11, 60+ Nutella users
Breakfast Expert Have B everyday
At home Together
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IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
How much importance do you attach to each meal of the day?
21 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
<<
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IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
How much importance do you attach to each meal of the day?
22 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) <<
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IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
How much importance do you attach to each meal of the day?
23 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 <<
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IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
How much importance do you attach to each meal of the day?
24 Base : Total (n=51177)
+ : positive significant differences - : negative significant differences
Breakfast
Lunch
Dinner
Snack
Single(n = 7848)
Couple(n = 14337)
Single& children(n = 5053)
Couple& children(n = 23939)
Rural(n = 24892)
Urban(n = 26285)
65% (---) 74% (---) 76% 80% (+++) 77% (+++) 74% (---)
54% (---) 57% (---) 58% 62% (+++) 61% (+++) 57% (---)
63% (---) 69% (--) 69% (-) 73% (+++) 72% (+++) 68% (---)
23% (---) 21% (---) 33% (+++) 32% (+++) 28% (++) 27% (--)
8-10 <<
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IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
How much importance do you attach to each meal of the day?
25 Base : Total (n=51177)
+ : positive significant differences - : negative significant differences
Breakfast
Lunch
Dinner
Snack
Breakfast Expert(n = 11211)
Potential Breakfast Expert
(n = 37568)
Not a Breakfast Fan
(n = 2397)Users N.
(n = 41942)Non users N.(n = 6838)
91% (+++) 75% (---) 11% (---) 80% (+++) 69% (---)
64% (+++) 59% 38% (---) 60% (+++) 57% (---)
70% 70% (+) 68% (--) 71% (+++) 69% (---)
33% (+++) 27% (---) 18% (---) 30% (+++) 19% (---)
8-10 <<
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IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
How much importance do you attach to each meal of the day?
26 Base : Total (n=51177)
+ : positive significant differences - : negative significant differences
8-10
Breakfast
Lunch
Dinner
Snack
Everyday(n = 38990)
Almost everyday(n = 6442)
From time to time(n = 3575)
Rarely or never(n = 2170)
88% (+++) 58% (---) 24% (---) 11% (---)
64% (+++) 52% (---) 44% (---) 38% (---)
72% (+++) 69% (---) 72% 70%
30% (+++) 24% (---) 20% (---) 19% (---)
<<
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IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
How much importance do you attach to each meal of the day?
27
+ : positive significant differences - : negative significant differences
Breakfast
Lunch
Dinner
Snack
At home(n = 43754)
On-the-go(n = 1252)
At work(n = 6171)
Week(n = 46240)
Weekend(n = 44557)
Alone(n = 18276)
Together(n = 30504)
81% (+++) 50% (---) 38% (---) 82% (+++) 81% (+++) 72% (---) 83% (+++)
61% (+++) 50% (---) 33% (---) 61% (+++) 61% (+++) 56% (---) 62% (+++)
71% (+++) 68% (-) 42% (---) 70% 71% (+++) 68% (---) 71% (+++)
28% (+++) 25% (--) 15% (---) 29% (+++) 29% (+++) 23% (---) 31% (+++)
8-10 Base : Total except « Rarely or never » (n=48780) <<
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TABLE OF CONTENT
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
28
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FREQUENCY OF BREAKFAST
29
76%
ALMOST EVERYDAY (4-6 TIMES A WEEK)
FROM TIME TO TIME (2-3 TIMES A WEEK)
FREQUENCY OF BREAKFAST N=51177
44%
39%
36%
EVERYDAY
RARELY OR NEVER
12%
7%
5% LACK OF APPETITE
I’M NOT USED TO
LACK OF TIME
Why?
N=2397
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FREQUENCY OF BREAKFAST
In general, I have my breakfast
30 Base : Total (n=51177)
Everyday
76%
Almost everyday (4 to 6 times a week)12%
From time to time (2 to 3 times a week)7%
Rarely or never5%
<<
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FREQUENCY OF BREAKFAST
In general, I have my breakfast
31 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
<<
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FREQUENCY OF BREAKFAST
In general, I have my breakfast
32 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
<<
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FREQUENCY OF BREAKFAST
In general, I have my breakfast
Listen for Ferrero - Nutella Breakfast Expert Tour - July 2012
33 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
65% (---)
14% (+++)
11% (+++)
9% (+++)
Single 7,848
78% (+++)
11% (---)
7% (---)
5%Couple 14,337
73% (---)
15% (+++)
8% 5%Single&children 5,053
78% (+++)
12%6% (---)
3% (---)
Couple&children 23,939
77% (+++)
12% (---)
7% (---)
4% (---)
Rural 24,892
74% (---)
13% (+++)
8% (+++)
5% (+++)
Urban 26,285
<<
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Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never
100%Breakfast Expert 11.211
73% 17% 10%Potential Breakfast
Expert 37.568
80% (+++)
13%7% (---)
Users N. 41.942
77% (---)
13%9% (+++)
Non users N. 6.838
FREQUENCY OF BREAKFAST
In general, I have my breakfast
34
+ : positive significant differences - : negative significant differences
Base : Total except « Rarely or never » (n=48780) <<
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FREQUENCY OF BREAKFAST
In general, I have my breakfast
35 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% (+++)
10% (---)
2% (---)
1% (---)
8-10 38,627
56% (---)
27% (+++)
14% (+++)
3% (---)
6-7 5,270
27% (---)
17% (+++)
28% (+++)
27% (+++)
1-5 7,280
<<
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FREQUENCY OF BREAKFAST
In general, I have my breakfast
36
+ : positive significant differences - : negative significant differences
Base : Total except « Rarely or never » (n=48780)
Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never
82% (+++)
11% (---)
6% (---)
At home 43,754
44% (---)
31% (+++)
25% (+++)
On-the-go 1,250
56% (---)
28% (+++)
15% (+++)
At work 3,776
84% 14%3% (---)
Week 46,240
84% (+++)
9% (---)
7% (---)
0% (---)
Weekend 44,557
72% (---)
18% (+++)
10% (+++)
Alone 18,276
84% (+++)
10% (---)
6% (---)
Together 30,504
<<
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Lack of appetite 44%
I'm not used to 39%
Lack of time 36%
Because I can hold on until lunch time 16%
Because it is unnecessary 7%
Because I take care of my body 4%
Other 4%
FREQUENCY OF BREAKFAST
I usually do not have my breakfast for the following reasons (multiple answers):
37 Base : only « Rarely or never » (n=2397!) <<
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Lack of appetite
I'm not used to
Lack of time
Because I can hold on until lunch time
Because it is unnecessary
Because I take care of my body
Other
Male(n = 1401)
Female(n = 996)
French(n = 1184)
Flemish(n = 1214)
North(n = 1192)
South(n = 853)
Bxl(n = 352)
39% (---) 51% (+++) 41% (--) 46% (++) 47% (+++) 41% (-) 39% (--)
41% (+++) 36% (---) 41% (++) 37% (--) 38% 39% 40%
36% 37% 38% 35% 35% 36% 41% (++)
17% (+) 14% (-) 17% 15% 16% 15% 20% (++)
9% (+++) 4% (---) 5% (---) 9% (+++) 8% (+++) 4% (---) 10% (++)
4% 4% 4% 4% 4% 3% 6% (++)
4% 4% 4% 4% 4% 3% 8% (+++)
FREQUENCY OF BREAKFAST
I usually do not have my breakfast for the following reasons (multiple answers):
38
+ : positive significant differences - : negative significant differences
Base : only « Rarely or never » (n=2397!) <<
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Lack of appetite
I'm not used to
Lack of time
Because I can hold on until lunch time
Because it is unnecessary
Because I take care of my body
Other
0-11(n = 36)
12-19(n = 341)
20-39(n = 1104)
40-59(n = 726)
60+(n = 190)
SC 1-4(n = 1307)
SC 5-8(n = 1090)
55% 42% 45% 45% 33% (---) 44% 43%
14% (---) 28% (---) 41% (++) 38% 52% (+++) 37% (-) 41% (+)
21% (-) 62% (+++) 41% (+++) 27% (---) 8% (---) 44% (+++) 28% (---)
4% (--) 17% 17% 15% 13% 18% (+++) 14% (---)
12% 9% (+) 7% 6% 5% 7% 7%
6% (+) 3% (---) 5% (+) 5% 3% (--) 5% (++)
14% (+++) 3% 4% 3% 6% 4% 4%
FREQUENCY OF BREAKFAST
I usually do not have my breakfast for the following reasons (multiple answers):
39
+ : positive significant differences - : negative significant differences
Base : only « Rarely or never » (n=2397!) <<
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Lack of appetite
I'm not used to
Lack of time
Because I can hold on until lunch time
Because it is unnecessary
Because I take care of my body
Other
Single(n = 710)
Couple(n = 654)
Single& children(n = 255)
Couple& children(n = 778)
Rural(n = 1076)
Urban(n = 1322)
41% (-) 41% (-) 46% 48% (+++) 44% 44%
36% (--) 44% (+++) 40% 37% 39% 39%
40% (++) 31% (---) 39% 37% 35% 37%
16% 19% (++) 16% 14% (--) 17% 15%
8% (++) 6% 7% 6% (-) 5% (---) 8% (+++)
5% 4% 3% 3% 3% (-) 5% (+)
6% (+++) 3% 4% 3% (-) 4% 4%
I usually do not have my breakfast for the following reasons (multiple answers):
40
+ : positive significant differences - : negative significant differences
Base : only « Rarely or never » (n=2397!) <<
FREQUENCY OF BREAKFAST
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TABLE OF CONTENT
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
BREAKFAST PROFILE
41
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WHEN DO YOU HAVE YOUR BREAKFAST
42
DURING THE WEEK AND WEEKEND 86%
DURING THE WEEK 9%
WHEN DO YOU HAVE YOUR BREAKFAST Total except « Rarely or never » - N=48780
DURING THE WEEKEND 5%
(+) Age (evolution), SC 1-4, people having breakfast everyday, at home, together
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WHEN DO YOU HAVE YOUR BREAKFAST?
My breakfast is rather:
43 Base : Total except « Rarely or never » (n=48780)
During the week and weekend
86%
During the week9%
During the weekend5%
<<
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WHEN DO YOU HAVE YOUR BREAKFAST?
My breakfast is rather:
44
+ : 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) <<
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WHEN DO YOU HAVE YOUR BREAKFAST?
My breakfast is rather:
45
+ : 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) <<
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WHEN DO YOU HAVE YOUR BREAKFAST?
My breakfast is rather:
46
+ : positive significant differences - : negative significant differences
During the week and weekend During the week During the weekend
80% (---)
13% (+++)
7% (+++)
Single 7,138
87% (+++)
8% (---)
5% (--)
Couple 13,683
85% (---)
10% (+++)
5%Single&children 4,797
88% (+++)
7% (---)
5% (---)
Couple&children 23,162
87% (+++)
9%5% (---)
Rural 23,816
86% (---)
9%6% (+++)
Urban 24,963
Base : Total except « Rarely or never » (n=48780) <<
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WHEN DO YOU HAVE YOUR BREAKFAST?
My breakfast is rather:
47
+ : positive significant differences - : negative significant differences
During the week and weekend During the week During the weekend
97% (+++)
3% (---)
Breakfast Expert 11,211
83% (---)
10% (+++)
7%Potential Breakfast
Expert37,568
87% (+++)
8% (---)
5% (-)
Users N. 41,942
82% (---)
12% (+++)
6% (+)
Non users N. 6,838
Base : Total except « Rarely or never » (n=48780) <<
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WHEN DO YOU HAVE YOUR BREAKFAST?
My breakfast is rather:
48
+ : positive significant differences - : negative significant differences
During the week and weekend During the week During the weekend
93% (+++)
6% (---)
1% (---)
8-10 38,369
73% (---)
17% (+++)
10% (+++)
6-7 5,123
50% (---)
22% (+++)
28% (+++)
1-5 5,288
97% (+++)
3% (---)
Everyday 38,712
62% (---)
38% (+++)
Almost everyday 6,338
12% (---)
20% (+++)
68%From time to time 3,729
Base : Total except « Rarely or never » (n=48780) <<
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WHEN DO YOU HAVE YOUR BREAKFAST?
My breakfast is rather:
49
+ : positive significant differences - : negative significant differences
During the week and weekend During the week During the weekend
88% (+++)
7% (---)
4% (---)
At home 43,754
60% (---)
23% (+++)
17% (+++)
On-the-go 1,250
69% (---)
21% (+++)
10% (+++)
At work 3,776
81% (---)
13% (+++)
6% (+++)
Alone 18,276
89% (+++)
6% (---)
5% (---)
Together 30,504
Base : Total except « Rarely or never » (n=48780) <<
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TABLE OF CONTENT
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
WHERE ?
REASONS FOR HAVING BREAKFAST THE BREAKFAST IN THE WEEK THE BREAKFAST IN THE WEEKEND
BREAKFAST PROFILE
50
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PLACE OF BREAKFAST
51
PLACE OF BREAKFAST
WHERE & HOW?
Total except « Rarely or never » - N=48780
AT HOME 90%
N= 43754
88%
33% of the 12-19 & 29% of those having B. from time to time have their B. standing
ON-THE-GO 3%
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 SITTING SITTING
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PLACE OF BREAKFAST
In general, I have my breakfast
52
At home
90%
On-the-go (car, train, etc.)3%
At work/At school8%
Base : Total except « Rarely or never » (n=48780) <<
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PLACE OF BREAKFAST
In general, I have my breakfast
53
+ : 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) <<
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PLACE OF BREAKFAST
In general, I have my breakfast
54
+ : 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) <<
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PLACE OF BREAKFAST
In general, I have my breakfast
55
+ : positive significant differences - : negative significant differences
At home On-the-go (car, train, etc.) At work/At school
86% (---)
4% (+++)
9% (+++)
Single 7,138
91% (+++)
2% (--)
7% (---)
Couple 13,683
89%3% (+++)
8%Single&children 4,797
90% (+++)
2% (---)
8%Couple&children 23,162
91% (+++)
2% (---)
7% (---)
Rural 23,816
89% (---)
3% (+++)
8% (+++)
Urban 24,963
Base : Total except « Rarely or never » (n=48780) <<
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PLACE OF BREAKFAST
In general, I have my breakfast
56
+ : positive significant differences - : negative significant differences
At home On-the-go (car, train, etc.) At work/At school
94% (+++)
1% (---)
5% (---)
Breakfast Expert 11,211
88% (---)
3% (+++)
9% (+++)
Potential Breakfast Expert
37,568
90% (++)
2% (---)
8%Users N. 41,942
89% 3% 8%Non users N. 6,838
Base : Total except « Rarely or never » (n=48780) <<
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PLACE OF BREAKFAST
In general, I have my breakfast
57
+ : positive significant differences - : negative significant differences
At home On-the-go (car, train, etc.) At work/At school
92% (+++)
2% (---)
6% (---)
8-10 38,369
83% (---)
5% (+++)
12% (+++)
6-7 5,123
78% (---)
7% (+++)
15% (+++)
1-5 5,288
93% (+++)
1% (---)
5% (---)
Everyday 38,712
77% (---)
6% (+++)
17% (+++)
Almost everyday 6,338
76% (---)
8% (+++)
16% (+++)
From time to time 3,729
Base : Total except « Rarely or never » (n=48780) <<
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PLACE OF BREAKFAST
In general, I have my breakfast
58
+ : positive significant differences - : negative significant differences
At home On-the-go (car, train, etc.) At work/At school
90% (+++)
2% (---)
7% (---)
Week 46,240
91% (+++)
2% (---)
7% (---)
Weekend 44,555
82% (---)
7%11% (+++)
Alone 18,276
94% (+++)
6% (---)
Together 30,504
Base : Total except « Rarely or never » (n=48780) <<
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TABLE OF CONTENT
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
HOW ?
REASONS FOR HAVING BREAKFAST THE BREAKFAST IN THE WEEK THE BREAKFAST IN THE WEEKEND NUTELLA AS PART OF A BALANCED BREAKFAST BREAKFAST PROFILE
59
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PLACE OF BREAKFAST
60
PLACE OF BREAKFAST
HOW?
Total except « Rarely or never » - N=48780
TOGETHER 63% ALONE 37%
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PLACE OF BREAKFAST
Do you have your breakfast alone or together?
61
Alone
37%
Together63%
Base : Total except « Rarely or never » (n=48780) <<
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PLACE OF BREAKFAST
Do you have your breakfast alone or together?
62
+ : 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) <<
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PLACE OF BREAKFAST
Do you have your breakfast alone or together?
63
+ : 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) <<
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PLACE OF BREAKFAST
Do you have your breakfast alone or together?
64
+ : positive significant differences - : negative significant differences
Alone Together
75% (+++)
25% (---)
Single 7,138
34% (---)
66% (+++)
Couple 13,683
37% 63%Single&children 4,797
28% (---)
72% (+++)
Couple&children 23,162
36% (---)
64% (+++)
Rural 23,816
39% (+++)
61% (---)
Urban 24,963
Base : Total except « Rarely or never » (n=48780) <<
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PLACE OF BREAKFAST
Do you have your breakfast alone or together?
65
+ : positive significant differences - : negative significant differences
Alone Together
29% (---)
71% (+++)
Breakfast Expert 11,211
40% (+++)
60% (---)
Potential Breakfast Expert
37,568
35% (---)
65% (+++)
Users N. 41,942
52% (+++)
48% (+++)
Non users N. 6,838
Base : Total except « Rarely or never » (n=48780) <<
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PLACE OF BREAKFAST
Do you have your breakfast alone or together?
66
+ : positive significant differences - : negative significant differences
Alone Together
34% (---)
66% (+++)
8-10 38,369
48% (+++)
52% (---)
6-7 5,123
51% (+++)
49% (---)
1-5 5,288
34% (---)
66% (+++)
Everyday 38,712
51% (+++)
49% (---)
Almost everyday 6,338
50% (+++)
50% (---)
From time to time 3,729
Base : Total except « Rarely or never » (n=48780) <<
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PLACE OF BREAKFAST
Do you have your breakfast alone or together?
67
+ : positive significant differences - : negative significant differences
Alone Together
34% (---)
66% (+++)
At home 43,754
100%On-the-go 1,250
53% (+++)
47% (---)
At work 3,776
37% (---)
63% (+++)
Week 46,240
36% (---)
64% (+++)
Weekend 44,555
Base : Total except « Rarely or never » (n=48780) <<
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TABLE OF CONTENT
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
HOW DO YOU HAVE BREAKFAST
REASONS FOR HAVING BREAKFAST THE BREAKFAST IN THE WEEK THE BREAKFAST IN THE WEEKEND NUTELLA AS PART OF A BALANCED BREAKFAST BREAKFAST PROFILE
68
Listen for Ferrero - Nutella Breakfast Expert Tour - July 2012
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PLACE OF BREAKFAST
I usually have my breakfast as follows
69 Base : Total except « Rarely or never » - At home (n=43754)
Standing
3%
At the table
88%
On the sofa8%
In bed0%
<<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
70
+ : 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
<<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
71
+ : 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
<<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
72
+ : 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
6% (+++)
83% (---)
10% (+++)
1% (+++)
Single 6,158
3%91% (+++)
6% (---)
1%Couple 12,409
4% (+)
86% (---)
10% (+++)
0%Single&children 4,282
3% (---)
89% (+++)
8%0% (---)
Couple&children 20,905
3% (--)
90% (+++)
7% (---)
0% (---)
Rural 21,600
4% (++)
87% (---)
9% (+++)
1% (+++)
Urban 22,153
<<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
73
+ : 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
2% (---)
93% (+++)
5% (---)
0% (---)
Breakfast Expert 10,555
4% (+++)
87% (---)
8% (+++)
1% (+++)
Potential Breakfast Expert
33,199
3% (---)
89% (+++)
8% (--)
0% (---)
Users N. 37,667
6% (---)
85% (---)
9% (---)
1% (---)
Non users N. 6,086
<<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
74
+ : 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
2% (---)
90% (+++)
7% (---)
0% (---)
8-10 35,370
6% (+++)
83% (---)
10% (+++)
1% (+++)
6-7 4,259
8% (+++)
79% (---)
12% (+++)
1% (+++)
1-5 4,125
2% (---)
91% (+++)
6% (---)
0% (---)
Everyday 36,041
8% (+++)
78% (---)
13% (+++)
1%Almost everyday 4,877
7% (+++)
76% (---)
15% (+++)
2% (+++)
From time to time 2,836
<<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
75
+ : 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% (+++)
7% (---)
0% (---)
Week 41,800
3% (---)
89% (+++)
7% (---)
0%Weekend 40,601
8% (+++)
79% (---)
12% (+++)
1% (+++)
Alone 15,009
1% (---)
93% (+++)
5% (---)
0% (---)
Together 28,745
<<
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TABLE OF CONTENT
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
HOW DO YOU HAVE BREAKFAST
REASONS FOR HAVING BREAKFAST THE BREAKFAST IN THE WEEK THE BREAKFAST IN THE WEEKEND
BREAKFAST PROFILE
76
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PLACE OF BREAKFAST
I usually have my breakfast as follows
77 Base : Total except « Rarely or never » - On-the-go (n=1250)
+ : positive significant differences - : negative significant differences
Walking
15%
Sitting in my car, in public transport80%
Standing in public transport5%
<<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
78
+ : positive significant differences - : negative significant differences
Walking Sitting in my car, in public transport Standing in public transport
14% 81% 5%Male 561
16% 80% 5%Female 689
18% (++)
76% (---)
7% (+++)
French 554
13% (--)
84% (+++)
3% (---)
Flemish 696
12% (---)
85% (+++)
3% (--)
North 683
16% 79% 5%South 412
25% (+++)
66% (---)
9% (+++)
Bxl 155
Base : Total except « Rarely or never » - On-the-go (n=1250) <<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
79
+ : positive significant differences - : negative significant differences
Walking Sitting in my car, in public transport Standing in public transport
12%88% (+)
0-11 81
28% (+++)
67% (---)
5%12-19 192
14% 81% 5%20-39 688
7% (---)
90% (+++)
3% (-)
40-59 249
30% (+++)
63% (---)
8%60+ 41
11% (---)
85% (+++)
4% (--)
SC 1-4 804
22% (+++)
72% (---)
6% (++)
SC 5-8 445
Base : Total except « Rarely or never » - On-the-go (n=1250) <<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
80
+ : positive significant differences - : negative significant differences
Walking Sitting in my car, in public transport Standing in public transport
26% (+++)
68% (---)
6%Single 311
14% 82% 4%Couple 319
17% 77% 6%Single&children 154
7% (---)
90% (+++)
3%Couple&children 466
10% (---)
87% (+++)
3% (-)
Rural 546
19% (+++)
76% (---)
6% (+)
Urban 704
Base : Total except « Rarely or never » - On-the-go (n=1250) <<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
81
+ : positive significant differences - : negative significant differences
Walking Sitting in my car, in public transport Standing in public transport
13% 84% 3%Breakfast Expert 131
15% 80% 5%Potential Breakfast
Expert 1,119
14% (--)
82% (++)
4%Users N. 1,023
20% 75% 6%Non users N. 227
Base : Total except « Rarely or never » - On-the-go (n=1250) <<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
82
+ : positive significant differences - : negative significant differences
Walking Sitting in my car, in public transport Standing in public transport
14%82% (+)
3% (--)
8-10 624
14% 81% 5%6-7 265
17%77% (--)
6% (+)
1-5 361
11% (---)
86% (+++)
4%Everyday 553
16% 80% 4%Almost everyday 388
21% (+++)
72% (---)
7% (++)
From time to time 309
Base : Total except « Rarely or never » - On-the-go (n=1250) <<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
83
+ : positive significant differences - : negative significant differences
Walking Sitting in my car, in public transport Standing in public transport
14% (---)
82% (++)
5%Week 1,039
14% (-)
82% (++)
4%Weekend 964
Base : Total except « Rarely or never » - On-the-go (n=1250) <<
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TABLE OF CONTENT
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
HOW DO YOU HAVE BREAKFAST
REASONS FOR HAVING BREAKFAST THE BREAKFAST IN THE WEEK THE BREAKFAST IN THE WEEKEND BREAKFAST PROFILE
84
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PLACE OF BREAKFAST
I usually have my breakfast as follows
85 Base : Total except « Rarely or never » - At work/At school (n=3776)
Sitting (in my office, on a bench…)
86%
Rather standing, between two activities14%
<<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
86
+ : positive significant differences - : negative significant differences
Sitting (in my office, on a bench…) Rather standing, between two activities
83% (---)
17% (+++)
Male 1,688
88% (+++)
12% (---)
Female 2,088
83% (---)
17% (+++)
French 1,761
88% (+++)
12% (---)
Flemish 2,015
88% (+++)
12% (---)
North 2,038
83% (---)
17% (+++)
South 1,275
84% 16%Bxl 462
Base : Total except « Rarely or never » - At work/At school (n=3776) <<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
87
+ : positive significant differences - : negative significant differences
Sitting (in my office, on a bench…) Rather standing, between two activities
88% 12%0-11 185
67% (---)
33% (+++)
12-19 171
85% 15%20-39 1,855
89% (+++)
11% (---)
40-59 1,510
84% 16%60+ 55
89% (+++)
11% (---)
SC 1-4 2,648
79% (---)
21% (+++)
SC 5-8 1,128
Base : Total except « Rarely or never » - At work/At school (n=3776) <<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
88
+ : positive significant differences - : negative significant differences
Sitting (in my office, on a bench…) Rather standing, between two activities
81% (---)
19% (+++)
Single 668
88% (++)
12% (--)
Couple 955
83% 17%Single&children 361
87% (++)
13% (--)
Couple&children 1,791
88% (+++)
12% (---)
Rural 1,670
84% (---)
16% (+++)
Urban 2,106
Base : Total except « Rarely or never » - At work/At school (n=3776) <<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
89
+ : positive significant differences - : negative significant differences
Sitting (in my office, on a bench…) Rather standing, between two activities
91% (+++)
9% (---)
Breakfast Expert 525
85% (---)
15% (+++)
Potential Breakfast Expert 3,251
86% 14%Users N. 3,251
84% 16%Non users N. 525
Base : Total except « Rarely or never » - At work/At school (n=3776) <<
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PLACE OF BREAKFAST
I usually have my breakfast as follows
90
+ : positive significant differences - : negative significant differences
Sitting (in my office, on a bench…) Rather standing, between two activities
89% (+++)
11% (---)
8-10 2,375
84% (-)
16% (+)
6-7 599
77% (---)
23% (+++)
1-5 802
90% (+++)
10% (---)
Everyday 2,118
85% 15%Almost everyday 1,073
71% (---)
29% (+++)
From time to time 585
Base : Total except « Rarely or never » - At work/At school (n=3776) <<
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Sitting (in my office, on a bench…) Rather standing, between two activities
88% (+++)
12% (---)
Week 3.401
87% (+++)
13% (---)
Weekend 2.989
84% (--)
16% (++)
Alone 2.017
87% (++)
13% (--)
Together 1.759
PLACE OF BREAKFAST
I usually have my breakfast as follows
91
+ : positive significant differences - : negative significant differences
Base : Total except « Rarely or never » - At work/At school (n=3776) <<
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TABLE OF CONTENT
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
BREAKFAST PROFILE
92
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REASONS FOR HAVING BREAKFAST
93
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
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REASONS FOR HAVING BREAKFAST
I usually have my breakfast for the following reasons:
94 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%
<<
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REASONS FOR HAVING BREAKFAST
I usually have my breakfast for the following reasons:
95
+ : 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) <<
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REASONS FOR HAVING BREAKFAST
I usually have my breakfast for the following reasons:
96
+ : 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) <<
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REASONS FOR HAVING BREAKFAST
I usually have my breakfast for the following reasons:
97
+ : 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
Single(n = 7138)
Couple(n = 13683)
Single& children
(n = 4797)
Couple& children
(n = 23162)Rural
(n = 23816)Urban
(n = 24963)
60% 55% (---) 61% 62% (+++) 60% 60%
45% 48% (+++) 44% (--) 45% (---) 46% (+++) 45% (---)
42% (+++) 33% (---) 39% (+) 39% (+++) 38% 38%
28% (+++) 24% (---) 25% 25% 25% 25%
7% (---) 22% (---) 24% (++) 29% (+++) 24% (++) 23% (--)
22% (+++) 21% (++) 20% 20% (---) 20% 21%
2% (---) 5% (---) 15% (+++) 18% (+++) 12% (++) 11% (--)
0% (---) 0% (---) 6% (+++) 6% (+++) 4% (+++) 4% (---)
Base : Total except « Rarely or never » (n=48780) <<
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REASONS FOR HAVING BREAKFAST
I usually have my breakfast for the following reasons:
98
+ : 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
Breakfast Expert(n = 11211)
Potential Breakfast Expert
(n = 37568)Users N.
(n = 41942)Non users N.(n = 6838)
72% (+++) 56% (---) 61% (+++) 54% (---)
59% (+++) 42% (---) 46% 45%
39% (++) 38% (--) 38% (---) 41% (+++)
28% (+++) 25% (---) 25% (---) 28% (+++)
33% (+++) 20% (---) 24% (+++) 15% (---)
24% (+++) 19% (---) 20% 20%
14% (+++) 11% (---) 12% (+++) 7% (---)
4% 4% 4% (+++) 2% (---)
Base : Total except « Rarely or never » (n=48780) <<
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REASONS FOR HAVING BREAKFAST
I usually have my breakfast for the following reasons:
99
+ : 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
8-10(n = 38369)
6-7(n = 5123)
1-5(n = 5288)
Everyday(n = 38712)
Almost everyday
(n = 6338)
From time to time
(n = 3729)
64% (+++) 50% (---) 36% (---) 63% (+++) 55% (---) 34% (---)
50% (+++) 34% (---) 26% (---) 50% (+++) 36% (---) 21% (---)
37% (---) 41% (+++) 41% (+++) 37% (---) 40% (+++) 47% (+++)
25% 28% (+++) 22% (---) 27% (+++) 21% (---) 11% (---)
25% (+++) 15% (---) 15% (---) 25% (+++) 15% (---) 21% (---)
20% 21% 20% 19% (---) 26% (+++) 20%
12% (+++) 8% (---) 8% (---) 12% (+) 11% 11% (-)
4% (+++) 3% (---) 2% (---) 4% 5% (+++) 2% (---)
Base : Total except « Rarely or never » (n=48780) <<
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REASONS FOR HAVING BREAKFAST
I usually have my breakfast for the following reasons:
100
+ : 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
At home(n = 43754)
On-the-go(n = 1250)
At work(n = 3776)
Week(n = 46240)
Weekend(n = 44555)
Alone(n = 18276)
Together(n = 30504)
60% (+++) 55% (---) 55% (---) 61% (+++) 61% (+++) 59% (---) 61% (+++)
47% (+++) 29% (---) 35% (---) 47% (+++) 47% (+++) 42% (---) 48% (+++)
37% (---) 48% (+++) 48% (+++) 38% (---) 38% 43% (+++) 35% (---)
26% (+++) 17% (---) 17% (---) 26% (+++) 26% (+++) 26% (++) 25% (--)
24% (+++) 10% (---) 12% (---) 23% (---) 24% (+++) 5% (---) 34% (+++)
20% (---) 23% (++) 25% (+++) 20% (+) 20% (---) 23% (+++) 19% (---)
12% (+++) 7% (---) 9% (---) 11% 12% (+++) 5% (---) 15% (+++)
4% (+++) 2% (---) 1% (---) 4% (+++) 4% 2% (---) 5% (+++)
Base : Total except « Rarely or never » (n=48780) <<
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TABLE OF CONTENT
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
CATEGORIES - COMPOSITION
THE BREAKFAST IN THE WEEKEND
BREAKFAST PROFILE
101
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CATEGORIES - COMPOSITION
102
Cereal products *
Bread/Toast/Crackers
Cereals
Breakfast biscuits
Dairy products **
Yoghurt/Cottage cheese
Cheese
Hot chocolate
Milk
Flavored milk
Yoghurt drinks (Yop, Actimel, Yakult, etc.)
Soy milk drinks
Fruit ***
Fruit juice
Fruit
Fruit compote
41% 94% 68%
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Cereal
Dairy products
Fruit
Male(n = 22897)
Female(n = 23343)
French(n = 19276)
Flemish(n = 26965)
North(n = 27052)
South(n = 14757)
Bxl(n = 4431)
94% (---) 95% (+++) 94% (---) 95% (+++) 95% (+++) 94% 93% (---)
69% (+++) 67% (---) 67% 68% 68% 67% (---) 70% (+++)
39% (---) 43% (+++) 47% (+++) 37% (---) 37% (---) 46% (+++) 51% (+++)
THE BREAKFAST IN
My breakfast is usually composed of
Base : Total except « Rarely or never » - During the week (n=46240) 103
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Cereal
Dairy products
Fruit
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)
95% (++) 93% (---) 94% (--) 95% 95% (++) 95% (+++) 94% (---)
89% (+++) 75% (+++) 64% (---) 61% (---) 60% (---) 69% (+++) 66% (---)
39% (---) 49% (+++) 44% (+++) 38% (---) 37% (---) 43% (+++) 38% (---)
THE BREAKFAST IN
My breakfast is usually composed of
Base : Total except « Rarely or never » - During the week (n=46240) 104
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Cereal
Dairy products
Fruit
Single(n = 6633)
Couple(n = 13022)
Single& children(n = 4542)
Couple& children(n = 22044)
Rural(n = 22658)
Urban(n = 23583)
92% (---) 95% 94% 95% (+++) 95% (+++) 94% (---)
65% (---) 62% (---) 72% (+++) 71% (+++) 67% 68%
42% (++) 40% (---) 45% (+++) 40% (--) 39% (---) 43% (+++)
THE BREAKFAST IN
My breakfast is usually composed of
Base : Total except « Rarely or never » - During the week (n=46240) 105
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Cereal
Dairy products
Fruit
8-10(n = 37806)
6-7(n = 4605)
1-5(n = 3829)
Everyday(n = 38712)
Almost everyday(n = 6338)
From time to time(n = 1190)
95% (+++) 93% (---) 88% (---) 95% (+++) 93% (---) 85% (---)
69% (+++) 62% (---) 59% (---) 68% (+++) 67% 60% (---)
43% (+++) 35% (---) 32% (---) 41% 42% 36% (---)
THE BREAKFAST IN
My breakfast is usually composed of
Base : Total except « Rarely or never » - During the week (n=46240) 106
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Cereal
Dairy products
Fruit
At home(n = 41800)
On-the-go(n = 1039)
At work(n = 3401)
Week(n = 46240)
Weekend(n = 42016)
Alone(n = 17149)
Together(n = 29091)
95% (+++) 86% (---) 90% (---) 94% 95% (+++) 93% (---) 95% (+++)
68% (+++) 61% (---) 61% (---) 68% 68% (+++) 63% (---) 70% (+++)
41% (+++) 41% 38% (---) 41% 41% (+++) 38% (---) 43% (+++)
THE BREAKFAST IN
My breakfast is usually composed of
Base : Total except « Rarely or never » - During the week (n=46240) 107
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EXECUTIVE SUMMARY
108
THE BREAKFAST IN THE WEEK Total except « Rarely or never » - Week N=46240
55%
FRUIT JUICE***
COFFEE
DRINKS N= 46240
FOODS N= 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
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EXECUTIVE SUMMARY
109
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 ,
10min 5min 20min
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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
5 minutes or less(n = 3999)
Approximately 10 minutes(n = 26337)
Approximately 20 minutes(n = 15904)
50% (---) 53% (---) 59% (+++)
26% (---) 31% (---) 36% (+++)
20% (---) 24% 25% (+++)
20% (+++) 19% 18% (---)
16% (---) 18% 19% (+)
10% (---) 11% (---) 15% (+++)
6% (---) 8% (---) 9% (+++)
6% (---) 8% 8%
2% (--) 3% 3% (+++)
2% (+++) 1% 1% (---)
2% (++) 2% (---) 2% (++)
THE BREAKFAST IN
My breakfast is usually composed of Vs In general, for my breakfast during the week, I spend
Base : Total except « Rarely or never » - During the week (n=46240) 110
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Bread/Toast/Crackers
Chocolate paste
Jam
Cereals
Cheese
Margarine/Butter
Yoghurt/Cottage cheese
Fruits
Pastries
Deli (ham, turkey, salami, etc.)
Eggs
Honey
Other spreads (eg peanut butter, spreads biscuit)
Breakfast biscuits
Fruit Compote
Other foods
5 minutes or less(n = 3999)
Approximately 10 minutes(n = 26337)
Approximately 20 minutes(n = 15904)
74% (---) 86% (---) 91% (+++)
54% (---) 69% (-) 74% (+++)
23% (---) 34% (---) 43% (+++)
28% (---) 31% (+++) 29% (---)
17% (---) 25% (---) 33% (+++)
16% (---) 24% (---) 31% (+++)
13% (---) 16% (---) 21% (+++)
10% (---) 14% (---) 21% (+++)
17% (++) 15% (-) 15%
10% (---) 13% (---) 19% (+++)
6% (---) 9% (---) 15% (+++)
5% (---) 8% (---) 11% (+++)
5% (---) 7% (---) 9% (+++)
10% (+++) 6% 5% (---)
1% (---) 2% (---) 3% (+++)
3% 3% (---) 3% (+++)
THE BREAKFAST IN
My breakfast is usually composed of Vs In general, for my breakfast during the week, I spend
Base : Total except « Rarely or never » - During the week (n=46240) 111
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Cereal
Dairy products
Fruit
5 minutes or less(n = 3999)
Approximately 10 minutes(n = 26337)
Approximately 20 minutes(n = 15904)
88% (---) 94% 96% (+++)
57% (---) 66% (---) 72% (+++)
32% (---) 39% (---) 47% (+++)
THE BREAKFAST IN
My breakfast is usually composed of Vs In general, for my breakfast during the week, I spend
Base : Total except « Rarely or never » - During the week (n=46240) 112
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TABLE OF CONTENT
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
DRINKS
THE BREAKFAST IN THE WEEKEND
BREAKFAST PROFILE
113
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THE BREAKFAST IN
My breakfast is usually composed of
114 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%
***
**
**
**
**
**
<<
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THE BREAKFAST IN
My breakfast is usually composed of
115
+ : 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%
<<
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THE BREAKFAST IN
My breakfast is usually composed of
116
+ : 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% (+++)
<<
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THE BREAKFAST IN
My breakfast is usually composed of
117
+ : 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
Single(n = 6633)
Couple(n = 13022)
Single& children
(n = 4542)
Couple& children
(n = 22044)Rural
(n = 22658)Urban
(n = 23583)
58% (+++) 73% (+++) 45% (---) 46% (---) 56% (++) 54% (--)
32% (-) 31% (---) 36% (+++) 33% (++) 31% (---) 34% (+++)
22% (---) 15% (---) 29% (+++) 29% (+++) 24% (-) 25% (+)
21% (+++) 14% (---) 21% (+++) 19% (+++) 18% 18%
18% 11% (---) 25% (+++) 21% (+++) 17% (---) 19% (+++)
15% (+++) 14% (+++) 12% 11% (---) 11% (---) 13% (+++)
7% (---) 7% (---) 9% (+++) 9% (+++) 8% (--) 8% (++)
5% (---) 3% (---) 10% (+++) 10% (+++) 8% 7%
3% 3% 3% 3% 3% (-) 3% (+)
2% (+++) 1% (---) 1% (+++) 1% (---) 1% (--) 1% (++)
3% (+++) 2% 2% 2% (---) 2% 2%
<<
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THE BREAKFAST IN
My breakfast is usually composed of
118
+ : 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
Breakfast Expert(n = 11211)
Potential Breakfast Expert
(n = 35029)Users N.
(n = 39787)Non users N.(n = 6453)
50% (---) 57% (+++) 55% (---) 57% (+++)
78% (+++) 18% (---) 34% (+++) 24% (---)
35% (+++) 21% (---) 25% (+++) 20% (---)
24% (+++) 17% (---) 18% (-) 19% (+)
28% (+++) 15% (---) 20% (+++) 7% (---)
15% (+++) 11% (---) 12% (---) 16% (+++)
17% (+++) 5% (---) 8% (+++) 6% (---)
11% (+++) 6% (---) 8% (+++) 4% (---)
5% (+++) 2% (---) 3% (--) 3% (++)
1% (-) 1% (+) 1% 1%
2% (---) 2% (+++) 2% (---) 3% (+++)
<<
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THE BREAKFAST IN
My breakfast is usually composed of
119
+ : 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
8-10(n = 37806)
6-7(n = 4605)
1-5(n = 3829)
Everyday(n = 38712)
Almost everyday
(n = 6338)
From time to time
(n = 1190)
55% 55% 56% 55% (+++) 52% (---) 59% (+++)
34% (+++) 28% (---) 25% (---) 32% (---) 35% (+++) 29% (--)
25% (+++) 21% (---) 19% (---) 25% (+++) 22% (---) 20% (---)
18% 18% 18% 18% (---) 20% (+++) 18%
18% (+++) 16% (---) 17% (-) 17% (---) 22% (+++) 21% (++)
12% 12% 12% 12% 12% 12%
8% (+++) 6% (---) 6% (---) 8% (+) 8% 5% (---)
8% (++) 7% 7% (-) 7% (---) 9% (+++) 7%
3% (+++) 2% (--) 2% 3% (+) 2% 2%
1% (---) 1% (+) 3% (+++) 1% (---) 2% (+++) 4% (+++)
2% (---) 2% 3% (+++) 2% 2% 2%
<<
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THE BREAKFAST IN
My breakfast is usually composed of
120
+ : 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
At home(n = 41800)
On-the-go(n = 1039)
At work(n = 3401)
Week(n = 46240)
Weekend(n = 42016)
Alone(n = 17149)
Together(n = 29091)
55% (---) 41% (---) 62% (+++) 55% 55% 57% (+++) 54% (---)
33% (+++) 33% 29% (---) 33% 33% (+++) 29% (---) 35% (+++)
25% (+++) 21% (--) 14% (---) 24% 25% (+++) 20% (---) 27% (+++)
18% (---) 25% (+++) 20% (+++) 18% 18% (---) 20% (+++) 17% (---)
18% 18% 17% 18% 18% (-) 14% (---) 20% (+++)
12% (---) 14% (++) 13% (++) 12% 12% 13% (+++) 12% (---)
8% (++) 9% 7% (---) 8% 8% (+++) 7% (---) 9% (+++)
8% (+++) 7% 6% (---) 7% 7% 6% (---) 8% (+++)
3% 3% 2% 3% 3% 3% 3%
1% (---) 4% (+++) 2% (+++) 1% 1% (---) 1% (+++) 1% (---)
2% 3% (++) 2% 2% 2% (---) 2% (+++) 2% (---)
<<
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TABLE OF CONTENT
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
FOODS
THE BREAKFAST IN THE WEEKEND BREAKFAST PROFILE
121
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THE BREAKFAST IN
My breakfast is usually composed of
122 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%
*
*
*
**
***
***
**
<<
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THE BREAKFAST IN
My breakfast is usually composed of
123
+ : 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%
<<
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THE BREAKFAST IN
My breakfast is usually composed of
124
+ : 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% (---)
<<
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THE BREAKFAST IN
My breakfast is usually composed of
125
+ : 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
Single(n = 6633)
Couple(n = 13022)
Single& children
(n = 4542)
Couple& children
(n = 22044)Rural
(n = 22658)Urban
(n = 23583)
82% (---) 88% (+++) 85% (---) 88% (+++) 88% (+++) 85% (---)
58% (---) 66% (---) 70% 75% (+++) 72% (+++) 67% (---)
33% (---) 44% (+++) 31% (---) 33% (---) 37% (++) 36% (--)
31% 20% (---) 39% (+++) 34% (+++) 28% (---) 32% (+++)
26% (--) 32% (+++) 24% (---) 25% (---) 27% (++) 26% (--)
23% (---) 30% (+++) 24% (---) 24% (---) 25% (---) 26% (+++)
18% 19% (+++) 18% 16% (---) 17% 18%
18% (+++) 16% 18% (+++) 15% (---) 15% (---) 17% (+++)
17% (+++) 14% (---) 16% (++) 16% 14% (---) 17% (+++)
14% (-) 16% (+++) 15% 15% 16% (+++) 14% (---)
11% 13% (+++) 11% 10% (---) 10% (---) 12% (+++)
9% 10% (+++) 8% (-) 8% (---) 8% (--) 9% (++)
6% (---) 6% (---) 8% 9% (+++) 8% (+++) 7% (---)
8% (+++) 5% (---) 8% (+++) 6% (-) 4% (---) 7% (+++)
2% (+++) 2% 2% 2% (---) 2% 2%
3% (++) 3% (++) 3% 3% (---) 3% 3%
<<
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THE BREAKFAST IN
My breakfast is usually composed of
126
+ : 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
Breakfast Expert(n = 11211)
Potential Breakfast Expert
(n = 35029)Users N.
(n = 39787)Non users N.(n = 6453)
94% (+++) 85% (---) 89% (+++) 71% (---)
78% (+++) 67% (---) 78% (+++) 17% (---)
46% (+++) 33% (---) 37% (+++) 33% (---)
43% (+++) 26% (---) 30% 31%
45% (+++) 21% (---) 26% (---) 32% (+++)
35% (+++) 23% (---) 26% (+++) 24% (---)
36% (+++) 12% (---) 17% (---) 21% (+++)
43% (+++) 7% (---) 16% (---) 18% (+++)
20% (+++) 14% (---) 16% (+++) 10% (---)
20% (+++) 13% (---) 15% (---) 17% (+++)
18% (+++) 8% (---) 11% (+++) 9% (---)
14% (+++) 7% (---) 9% (+++) 8% (---)
10% (+++) 7% (---) 8% (+++) 4% (---)
8% (+++) 5% (---) 6% 6%
5% (+++) 1% (---) 2% (+) 2% (-)
2% (---) 3% (+++) 2% (---) 6% (+++)
<<
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THE BREAKFAST IN
My breakfast is usually composed of
127
+ : 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
8-10(n = 37806)
6-7(n = 4605)
1-5(n = 3829)
Everyday(n = 38712)
Almost everyday
(n = 6338)
From time to time
(n = 1190)
88% (+++) 83% (---) 76% (---) 88% (+++) 83% (---) 70% (---)
73% (+++) 62% (---) 49% (---) 71% (+++) 66% (---) 51% (---)
38% (+++) 32% (---) 27% (---) 38% (+++) 29% (---) 25% (---)
31% (+++) 30% 26% (---) 29% (---) 36% (+++) 29%
28% (+++) 24% (---) 23% (---) 27% (+++) 25% (---) 22% (---)
27% (+++) 20% (---) 19% (---) 26% (+++) 22% (---) 19% (---)
18% (+++) 15% (---) 13% (---) 18% (+++) 16% (---) 14% (---)
17% (+++) 12% (---) 12% (---) 16% (+++) 14% (---) 12% (---)
15% (---) 17% (+++) 17% (+++) 14% (---) 22% (+++) 25% (+++)
15% 15% 14% (--) 14% (---) 17% (+++) 17% (+)
11% (+++) 9% (---) 10% 11% (---) 12% (++) 13% (+++)
9% (+++) 7% (---) 6% (---) 9% (+++) 6% (---) 5% (---)
8% (+++) 7% 6% (---) 8% (+++) 7% (-) 6% (--)
6% (---) 7% (+++) 9% (+++) 5% (---) 10% (+++) 11% (+++)
2% (+++) 1% (---) 2% 2% (+++) 1% (---) 1%
3% 3% 3% 3% (++) 3% 2% (--)
<<
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THE BREAKFAST IN
My breakfast is usually composed of
128
+ : 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
At home(n = 41800)
On-the-go(n = 1039)
At work(n = 3401)
Week(n = 46240)
Weekend(n = 42016)
Alone(n = 17149)
Together(n = 29091)
88% (+++) 72% (---) 81% (---) 87% 88% (+++) 83% (---) 89% (+++)
71% (+++) 55% (---) 63% (---) 70% 71% (+++) 63% (---) 74% (+++)
37% (+++) 20% (---) 27% (---) 36% 37% (+++) 33% (---) 38% (+++)
31% (+++) 27% (--) 23% (---) 30% 30% 29% (---) 31% (+++)
27% (+) 23% (---) 27% 27% 27% (+++) 25% (---) 28% (+++)
26% (+++) 15% (---) 20% (---) 26% 26% (+++) 23% (---) 27% (+++)
17% 15% (--) 18% 17% 18% (+++) 17% 18%
16% 16% 16% 16% 16% (++) 15% (---) 16% (+++)
15% (---) 26% (+++) 23% (+++) 15% 15% (---) 15% 15%
15% (---) 15% 18% (+++) 15% 15% (---) 14% (---) 15% (+++)
11% (++) 9% 10% (-) 11% 11% (--) 9% (---) 12% (+++)
9% (+++) 5% (---) 6% (---) 9% 9% (+++) 7% (---) 10% (+++)
8% (+++) 6% (--) 6% (---) 8% 8% (+++) 6% (---) 8% (+++)
5% (---) 13% (+++) 10% (+++) 6% 6% (---) 7% (+++) 6% (---)
2% 2% 2% 2% 2% (++) 1% (---) 2% (+++)
3% 4% 3% 3% 3% 4% (+++) 3% (---)
<<
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TABLE OF CONTENT
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
CATEGORIES
THE BREAKFAST IN THE WEEKEND
BREAKFAST PROFILE
129
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THE BREAKFAST IN
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
130
0
2%
1
23%
2
47%
329%
Base : Total except « Rarely or never » - During the week (n=46240) <<
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THE BREAKFAST IN
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
131
+ : 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) <<
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THE BREAKFAST IN
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
132
+ : 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) <<
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THE BREAKFAST IN
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
133
+ : positive significant differences - : negative significant differences
0 1 2 3
2% (+++)
25% (+++)
44% (---)
29%Single 6,633
2% (+)
27% (+++)
45% (---)
27% (---)
Couple 13,022
1%19% (---)
47%33% (+++)
Single&children 4,542
1% (---)
20% (---)
50% (+++)
29%Couple&children 22,044
1% (---)
23% (++)
48% (+++)
27% (---)
Rural 22,658
2% (+++)
22% (--)
46% (---)
30% (+++)
Urban 23,583
Base : Total except « Rarely or never » - During the week (n=46240) <<
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THE BREAKFAST IN
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
134
+ : positive significant differences - : negative significant differences
0 1 2 3
100%Breakfast Expert 11,211
2% 30% 62% 6%Potential Breakfast
Expert35,029
1% (---)
22% (---)
47% (--)
29% (+++)
Users N. 39,787
3% (+++)
25% (+++)
49% (++)
24% (---)
Non users N. 6,453
Base : Total except « Rarely or never » - During the week (n=46240) <<
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THE BREAKFAST IN
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
135
+ : positive significant differences - : negative significant differences
0 1 2 3
1% (---)
21% (---)
47% (++)
30% (+++)
8-10 37,806
2% (+++)
29% (+++)
47%23% (---)
6-7 4,605
4% (+++)
32% (+++)
45% (---)
19% (---)
1-5 3,829
1% (---)
22% (---)
47% (+)
29% (+++)
Everyday 38,712
2% (++)
23% 47% 28%Almost everyday 6,338
5% (+++)
30% (+++)
44% (--)
21% (---)
From time to time 1,190
Base : Total except « Rarely or never » - During the week (n=46240) <<
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THE BREAKFAST IN
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
136
+ : positive significant differences - : negative significant differences
0 1 2 3
1% (---)
22% (---)
48% (+++)
29% (+++)
At home 41,800
4% (+++)
28% (+++)
43% (---)
25% (---)
On-the-go 1,039
3% (+++)
28% (+++)
44% (---)
24% (---)
At work 3,401
2% 23% 47% 29%Week 46,240
1% (---)
22% (---)
47% (++)
29% (+++)
Weekend 42,016
2% (+++)
27% (+++)
46% (---)
25% (---)
Alone 17,149
1% (---)
20% (---)
48% (+++)
31% (+++)
Together 29,091
Base : Total except « Rarely or never » - During the week (n=46240) <<
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TABLE OF CONTENT
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
TIME SPENDING ON BREAKFAST
THE BREAKFAST IN THE WEEKEND
BREAKFAST PROFILE
137
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THE BREAKFAST IN
In general, for my breakfast during the week, I spend
138
5 minutes or less
9%
Approximately 10 minutes
57%
Approximately 20 minutes34%
Base : Total except « Rarely or never » - During the week (n=46240) <<
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THE BREAKFAST IN
In general, for my breakfast during the week, I spend
139
+ : 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) <<
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THE BREAKFAST IN
In general, for my breakfast during the week, I spend
140
+ : 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) <<
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THE BREAKFAST IN
In general, for my breakfast during the week, I spend
141
+ : positive significant differences - : negative significant differences
5 minutes or less Approximately 10 minutes Approximately 20 minutes
13% (+++)
57%30% (---)
Single 6,633
7% (---)
53% (---)
40% (+++)
Couple 13,022
10% (+++)
60% (+++)
31% (---)
Single&children 4,542
8% (---)
59% (+++)
33% (---)
Couple&children 22,044
8% (---)
57% 35%Rural 22,658
9% (+++)
57% 34%Urban 23,583
Base : Total except « Rarely or never » - During the week (n=46240) <<
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THE BREAKFAST IN
In general, for my breakfast during the week, I spend
142
+ : positive significant differences - : negative significant differences
5 minutes or less Approximately 10 minutes Approximately 20 minutes
4% (---)
50% (---)
46% (+++)
Breakfast Expert 11,211
10% (+++)
59% (+++)
31% (---)
Potential Breakfast Expert
35,029
8% (---)
57% (+++)
35% (+++)
Users N. 39,787
13% (+++)
55% (---)
32% (---)
Non users N. 6,453
Base : Total except « Rarely or never » - During the week (n=46240) <<
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THE BREAKFAST IN
In general, for my breakfast during the week, I spend
143
+ : positive significant differences - : negative significant differences
5 minutes or less Approximately 10 minutes Approximately 20 minutes
6% (---)
56% (---)
38% (+++)
8-10 37,806
15% (+++)
64% (+++)
20% (---)
6-7 4,605
24% (+++)
57%19% (---)
1-5 3,829
7% (---)
56% (---)
38% (+++)
Everyday 38,712
17% (+++)
64% (+++)
19% (---)
Almost everyday 6,338
27% (+++)
56%17% (---)
From time to time 1,190
Base : Total except « Rarely or never » - During the week (n=46240) <<
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THE BREAKFAST IN
In general, for my breakfast during the week, I spend
144
+ : positive significant differences - : negative significant differences
5 minutes or less Approximately 10 minutes Approximately 20 minutes
7% (---)
56% (---)
36% (+++)
At home 41,800
32% (+++)
56%12% (---)
On-the-go 1,039
18% (+++)
64% (+++)
18% (---)
At work 3,401
9% 57% 34%Week 46,240
8% (---)
56% (---)
36% (+++)
Weekend 42,016
15% (+++)
62% (+++)
23% (---)
Alone 17,149
5% (---)
54% (---)
41% (+++)
Together 29,091
Base : Total except « Rarely or never » - During the week (n=46240) <<
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TABLE OF CONTENT
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
CATEGORIES – COMPOSITION
BREAKFAST PROFILE
145
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CATEGORIES - COMPOSITION
146
Cereal products *
Bread/Toast/Crackers
Cereals
Breakfast biscuits
Dairy products **
Yoghurt/Cottage cheese
Cheese
Hot chocolate
Milk
Flavored milk
Yoghurt drinks (Yop, Actimel, Yakult, etc.)
Soy milk drinks
Fruit ***
Fruit juice
Fruits
Fruit compote
44% 85% 68%
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Cereal
Dairy products
Fruit
Male(n = 22058)
Female(n = 22497)
French(n = 18872)
Flemish(n = 25683)
North(n = 25799)
South(n = 14458)
Bxl(n = 4298)
84% (--) 85% (++) 85% 85% 85% 84% (--) 85%
69% (+++) 66% (---) 67% (---) 68% (+++) 68% (++) 66% (---) 69% (++)
41% (---) 47% (+++) 48% (+++) 41% (---) 41% (---) 46% (+++) 54% (+++)
My breakfast is usually composed of
Base : Total except « Rarely or never » - During the week (n=44555)
THE BREAKFAST IN
147
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Cereal
Dairy products
Fruit
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)
88% (+++) 85% 86% (+++) 83% (---) 83% (---) 85% 85%
90% (+++) 75% (+++) 66% (---) 61% (---) 58% (---) 69% (+++) 66% (---)
42% (---) 51% (+++) 48% (+++) 43% (---) 37% (---) 47% (+++) 38% (---)
My breakfast is usually composed of
Base : Total except « Rarely or never » - During the week (n=44555)
THE BREAKFAST IN
148
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Cereal
Dairy products
Fruit
Single(n = 6184)
Couple(n = 12575)
Single& children(n = 4316)
Couple& children(n = 21480)
Rural(n = 21779)
Urban(n = 22776)
84% (--) 84% (---) 86% (++) 86% (+++) 85% 85%
64% (---) 61% (---) 71% (+++) 72% (+++) 68% 67%
44% 43% (---) 47% (+++) 44% 42% (---) 45% (+++)
My breakfast is usually composed of
Base : Total except « Rarely or never » - During the week (n=44555)
THE BREAKFAST IN
149
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Cereal
Dairy products
Fruit
8-10(n = 36198)
6-7(n = 4248)
1-5(n = 4109)
Everyday(n = 37608)
Almost everyday(n = 3956)
From time to time(n = 2990)
85% (+++) 83% (---) 82% (---) 85% 84% 85%
69% (+++) 63% (---) 59% (---) 68% 69% (+) 64% (---)
45% (+++) 39% (---) 36% (---) 44% 46% (++) 43%
My breakfast is usually composed of
Base : Total except « Rarely or never » - During the week (n=44555)
THE BREAKFAST IN
150
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Cereal
Dairy products
Fruit
At home(n = 40601)
On-the-go(n = 964)
At work(n = 2989)
Week(n = 42016)
Weekend(n = 44555)
Alone(n = 15952)
Together(n = 28603)
85% (+++) 83% (-) 82% (---) 85% (-) 85% 84% (---) 85% (+++)
68% (+++) 67% 61% (---) 68% (+++) 68% 63% (---) 70% (+++)
44% 50% (+++) 43% 44% 44% 41% (---) 45% (+++)
My breakfast is usually composed of
Base : Total except « Rarely or never » - During the week (n=44555)
THE BREAKFAST IN
151
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EXECUTIVE SUMMARY
152
THE BREAKFAST IN THE WEEKEND Total except « Rarely or never » - Weekend N=44555
56%
FRUIT JUICE***
COFFEE
DRINKS N= 44555
FOODS N= 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
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EXECUTIVE SUMMARY
153
THE BREAKFAST IN THE WEEKEND Total 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%
10min 5min 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
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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
5 minutes or less(n = 3242)
Approximately 10 minutes(n = 23706)
Approximately 20 minutes(n = 15068)
52% (---) 55% (---) 60% (+++)
31% (---) 35% (---) 39% (+++)
19% (---) 22% 25% (+++)
21% (-) 22% 23%
14% 15% 15%
12% 12% (---) 14% (+++)
7% (-) 8% 7%
5% (---) 7% (---) 9% (+++)
2% 2% 3% (+++)
1% (+++) 1% (--) 0% (---)
1% 1% (---) 2% (++)
My breakfast is usually composed of Vs In general, for my breakfast during the weekend, I spend
Base : Total except « Rarely or never » - During the week (n=44555)
THE BREAKFAST IN
154
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Bread/Toast/Crackers
Chocolate paste
Pastries
Jam
Cheese
Margarine/Butter
Cereals
Deli (ham, turkey, salami, etc.)
Eggs
Fruits
Yoghurt/Cottage cheese
Honey
Other spreads (eg peanut butter, spreads biscuit)
Breakfast biscuits
Fruit Compote
Other foods
5 minutes or less(n = 3242)
Approximately 10 minutes(n = 23706)
Approximately 20 minutes(n = 15068)
71% (---) 78% (---) 82% (+++)
54% (---) 65% 68% (+++)
41% (--) 44% (++) 43%
26% (---) 33% (---) 40% (+++)
22% (---) 26% (---) 33% (+++)
19% (---) 26% (---) 33% (+++)
23% (-) 24% 24%
15% (---) 17% (---) 22% (+++)
13% (---) 17% (---) 21% (+++)
12% (---) 15% (---) 22% (+++)
11% (---) 14% (---) 19% (+++)
5% (---) 7% (---) 10% (+++)
6% (---) 7% 8% (+++)
7% (+++) 5% 4% (---)
1% 1% (---) 2% (+++)
3% 3% (-) 4% (+++)
My breakfast is usually composed of Vs In general, for my breakfast during the weekend, I spend
Base : Total except « Rarely or never » - During the week (n=44555)
THE BREAKFAST IN
155
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Cereal
Dairy products
Fruit
5 minutes or less(n = 3242)
Approximately 10 minutes(n = 23706)
Approximately 20 minutes(n = 15068)
81% (---) 84% (--) 86% (+++)
60% (---) 67% (---) 71% (+++)
37% (---) 42% (---) 48% (+++)
My breakfast is usually composed of Vs In general, for my breakfast during the weekend, I spend
Base : Total except « Rarely or never » - During the week (n=44555)
THE BREAKFAST IN
156
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TABLE OF CONTENT
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
DRINKS
BREAKFAST PROFILE
157
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My breakfast is usually composed of
158 Base : Total except « Rarely or never » - During the week (n=44555)
THE BREAKFAST IN
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%
***
**
**
**
**
**
<<
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THE BREAKFAST IN
My breakfast is usually composed of
159
+ : 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% (---)
<<
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THE BREAKFAST IN
My breakfast is usually composed of
160
+ : 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% (+)
<<
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THE BREAKFAST IN
My breakfast is usually composed of
161
+ : 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
Single(n = 6184)
Couple(n = 12575)
Single& children
(n = 4316)
Couple& children
(n = 21480)Rural
(n = 21779)Urban
(n = 22776)
58% (+++) 73% (+++) 46% (---) 48% (---) 57% (+++) 55% (---)
34% (---) 35% (---) 39% (+++) 38% (+++) 35% (---) 38% (+++)
20% (---) 15% (---) 26% (+++) 27% (+++) 23% 23%
20% (---) 14% (---) 30% (+++) 26% (+++) 22% (---) 23% (+++)
17% (+++) 12% (---) 18% (+++) 16% (+++) 15% 15%
15% (+++) 13% (+++) 12% 11% (---) 11% (---) 14% (+++)
5% (---) 4% (---) 10% (+++) 10% (+++) 7% 8%
7% (---) 7% (---) 8% (+++) 8% (+++) 7% (--) 8% (++)
3% 2% (---) 3% (+++) 2% 2% 2%
2% (+++) 1% (--) 1% (+) 1% (---) 1% (--) 1% (++)
2% (+++) 1% 2% (+) 1% (-) 2% (+++) 1% (---)
<<
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THE BREAKFAST IN
My breakfast is usually composed of
162
+ : 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
Breakfast Expert(n = 10926)
Potential Breakfast Expert
(n = 33629)Users N.
(n = 38539)Non users N.(n = 6016)
51% (---) 58% (+++) 56% (---) 60% (+++)
69% (+++) 26% (---) 38% (+++) 29% (---)
32% (+++) 20% (---) 23% (+++) 19% (---)
31% (+++) 19% (---) 24% (+++) 9% (---)
21% (+++) 13% (---) 15% (--) 16% (++)
15% (+++) 11% (---) 12% (---) 16% (+++)
10% (+++) 7% (---) 8% (+++) 3% (---)
14% (+++) 5% (---) 8% (+++) 6% (---)
4% (+++) 2% (---) 2% (--) 3% (++)
1% (--) 1% (++) 1% 1%
1% (-) 2% (+) 1% (---) 2% (+++)
<<
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THE BREAKFAST IN
My breakfast is usually composed of
163
+ : 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
8-10(n = 36198)
6-7(n = 4248)
1-5(n = 4109)
Everyday(n = 37608)
Almost everyday
(n = 3956)
From time to time
(n = 2990)
56% (--) 58% (+) 57% 57% (+++) 52% (---) 56%
37% (+++) 33% (---) 31% (---) 36% (---) 40% (+++) 39% (+++)
24% (+++) 20% (---) 17% (---) 23% (+++) 21% (--) 18% (---)
23% (+++) 20% (---) 20% (---) 22% (---) 29% (+++) 23%
16% (+++) 14% (--) 13% (---) 15% 16% 14% (--)
12% 13% 12% 12% 14% (++) 12%
8% (++) 7% 7% (--) 7% (---) 9% (+++) 8%
8% (+++) 6% (---) 6% (---) 7% 7% 7%
2% (+++) 2% (--) 2% 2% 2% 2% (--)
1% (---) 1% (++) 3% (+++) 1% (---) 1% (+++) 3% (+++)
1% (---) 1% 2% (+++) 1% 1% 2% (+++)
<<
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THE BREAKFAST IN
My breakfast is usually composed of
164
+ : 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
At home(n = 40601)
On-the-go(n = 964)
At work(n = 2989)
Week(n = 42016)
Weekend(n = 44555)
Alone(n = 15952)
Together(n = 28603)
56% (--) 44% (---) 62% (+++) 56% 56% 59% (+++) 55% (---)
36% (--) 43% (+++) 36% 36% (---) 36% 34% (---) 38% (+++)
23% (+++) 21% 15% (---) 23% (+++) 23% 19% (---) 25% (+++)
22% 25% (+) 21% (-) 22% 22% 18% (---) 24% (+++)
15% 18% (++) 14% (--) 15% (++) 15% 16% (+) 15% (-)
12% (---) 19% (+++) 13% (+) 12% 12% 14% (+++) 12% (---)
8% (++) 8% 6% (---) 7% 8% 6% (---) 8% (+++)
7% (++) 9% 6% (---) 7% 7% 6% (---) 8% (+++)
2% 2% 2% 2% (++) 2% 2% 2%
1% (---) 3% (+++) 2% (+++) 1% (---) 1% 1% (+++) 1% (---)
1% 1% 2% 1% (---) 1% 1% 1%
<<
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TABLE OF CONTENT
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
FOODS
BREAKFAST PROFILE
165
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THE BREAKFAST IN
My breakfast is usually composed of
166 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%
***
***
**
**
*
*
*
<<
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THE BREAKFAST IN
My breakfast is usually composed of
167
+ : 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%
<<
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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
My breakfast is usually composed of
168
+ : positive significant differences - : negative significant differences
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
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THE BREAKFAST IN
My breakfast is usually composed of
169
+ : 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
Single(n = 6184)
Couple(n = 12575)
Single& children
(n = 4316)
Couple& children
(n = 21480)Rural
(n = 21779)Urban
(n = 22776)
76% (---) 79% (+) 78% 79% (+++) 79% (+++) 78% (---)
56% (---) 60% (---) 67% (+++) 70% (+++) 67% (+++) 63% (---)
37% (---) 41% (---) 42% 47% (+++) 44% (+++) 42% (---)
31% (---) 39% (+++) 31% (---) 33% (---) 35% (+) 34% (-)
27% (---) 33% (+++) 25% (---) 27% (---) 29% (+++) 28% (---)
24% (---) 31% (+++) 27% (-) 28% 28% 28%
24% 15% (---) 33% (+++) 28% (+++) 23% (---) 26% (+++)
17% (---) 19% (+) 18% (-) 19% (+) 20% (+++) 18% (---)
16% (---) 19% (++) 19% (+) 18% 17% (---) 19% (+++)
18% (+++) 17% 18% (+++) 16% (---) 16% (---) 17% (+++)
14% (--) 16% (+++) 16% (+) 15% (--) 15% 16%
8% 9% (+++) 8% 7% (---) 7% (---) 9% (+++)
6% (---) 6% (---) 8% 9% (+++) 8% (++) 7% (--)
6% (+++) 3% (---) 6% (+++) 5% 4% (---) 6% (+++)
2% (+++) 1% (---) 2% (+++) 1% (---) 1% (---) 2% (+++)
3% 3% 3% 3% 3% 3%
<<
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THE BREAKFAST IN
My breakfast is usually composed of
170
+ : 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
Breakfast Expert(n = 10926)
Potential Breakfast Expert
(n = 33629)Users N.
(n = 38539)Non users N.(n = 6016)
83% (+++) 77% (---) 80% (+++) 68% (---)
72% (+++) 63% (---) 72% (+++) 18% (---)
50% (+++) 41% (---) 45% (+++) 32% (---)
43% (+++) 31% (---) 35% (+++) 32% (---)
41% (+++) 24% (---) 28% (---) 33% (+++)
36% (+++) 25% (---) 28% (+++) 25% (---)
33% (+++) 21% (---) 24% 24%
24% (+++) 17% (---) 18% (---) 20% (+++)
26% (+++) 15% (---) 18% (+++) 16% (---)
38% (+++) 10% (---) 16% (---) 18% (+++)
29% (+++) 11% (---) 15% (---) 18% (+++)
13% (+++) 7% (---) 8% (+++) 7% (---)
10% (+++) 7% (---) 8% (+++) 5% (---)
7% (+++) 4% (---) 5% 4%
4% (+++) 1% (---) 2% 1%
3% (--) 3% (++) 3% (---) 6% (+++)
<<
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THE BREAKFAST IN
My breakfast is usually composed of
171
+ : 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
8-10(n = 36198)
6-7(n = 4248)
1-5(n = 4109)
Everyday(n = 37608)
Almost everyday
(n = 3956)
From time to time
(n = 2990)
80% (+++) 75% (---) 73% (---) 79% (+++) 77% (---) 75% (---)
67% (+++) 58% (---) 51% (---) 65% (+++) 63% (---) 60% (---)
44% (+++) 45% (++) 39% (---) 43% (---) 48% (+++) 42%
36% (+++) 31% (---) 27% (---) 35% (+++) 31% (---) 27% (---)
29% (+++) 26% (---) 25% (---) 29% (+++) 27% 25% (---)
29% (+++) 25% (---) 22% (---) 28% (+++) 27% 23% (---)
24% (++) 24% 22% (--) 23% (---) 30% (+++) 28% (+++)
19% 19% 18% 18% (---) 20% (+++) 20% (+)
18% (++) 18% 17% (---) 18% (---) 21% (+++) 19% (+)
18% (+++) 12% (---) 11% (---) 17% (+++) 15% (---) 11% (---)
16% (+++) 12% (---) 12% (---) 16% (+++) 13% (---) 13% (---)
8% (+++) 7% (--) 6% (---) 9% (+++) 6% (---) 5% (---)
8% (+++) 7% 6% (---) 8% (+++) 7% 6% (---)
4% (---) 5% (++) 7% (+++) 4% (---) 7% (+++) 8% (+++)
2% (+++) 1% (---) 1% 2% 2% 1%
3% (++) 3% (--) 3% 3% (+++) 3% (--) 2% (---)
<<
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THE BREAKFAST IN
My breakfast is usually composed of
172
+ : 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
At home(n = 40601)
On-the-go(n = 964)
At work(n = 2989)
Week(n = 42016)
Weekend(n = 44555)
Alone(n = 15952)
Together(n = 28603)
79% (+++) 71% (---) 76% (---) 79% (+++) 79% 77% (---) 80% (+++)
65% (+++) 56% (---) 61% (---) 65% (+++) 65% 59% (---) 68% (+++)
43% (---) 47% (++) 47% (+++) 43% 43% 41% (---) 45% (+++)
35% (+++) 25% (---) 29% (---) 35% (+++) 34% 32% (---) 36% (+++)
28% 26% 29% 29% (+++) 28% 27% (---) 29% (+++)
28% (+++) 21% (---) 24% (---) 28% (+++) 28% 25% (---) 29% (+++)
24% 31% (+++) 21% (---) 24% (---) 24% 23% (---) 25% (+++)
18% (---) 22% (+++) 21% (+++) 18% (---) 19% 18% (---) 19% (+++)
18% (---) 22% (+++) 20% (+++) 18% (---) 18% 17% (---) 19% (+++)
17% 19% (+) 15% (--) 17% (+++) 17% 16% (---) 17% (+++)
15% 17% 14% (--) 15% (+++) 15% 15% (--) 16% (++)
8% (+++) 7% (-) 6% (---) 8% (+++) 8% 7% (---) 9% (+++)
8% (++) 6% 7% 8% (+++) 8% 7% (---) 8% (+++)
5% (---) 9% (+++) 6% (+++) 5% (---) 5% 5% (+) 5% (-)
2% 2% 1% 2% 2% 1% (---) 2% (+++)
3% (+) 2% (-) 3% 3% (+++) 3% 4% (++) 3% (--)
<<
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TABLE OF CONTENT
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
CATEGORIES
BREAKFAST PROFILE
173
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THE BREAKFAST IN
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
174
0
5%
1
23%
2
43%
329%
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
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THE BREAKFAST IN
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
175
+ : 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) <<
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THE BREAKFAST IN
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
176
+ : 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) <<
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THE BREAKFAST IN
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
177
+ : positive significant differences - : negative significant differences
0 1 2 3
5% (+++)
26% (+++)
41% (---)
28% (--)
Single 6,184
6% (+++)
27% (+++)
41% (---)
26% (---)
Couple 12,575
3% (---)
22% (--)
43%32% (+++)
Single&children 4,316
4% (---)
21% (---)
46% (+++)
30% (+++)
Couple&children 21,480
5% 23%44% (+++)
28% (---)
Rural 21,779
4% 23%43% (---)
30% (+++)
Urban 22,776
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
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THE BREAKFAST IN
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
178
+ : positive significant differences - : negative significant differences
0 1 2 3
1% (---)
6% (---)
23% (---)
70% (+++)
Breakfast Expert 10,926
6% (+++)
29% (+++)
50% (+++)
15% (---)
Potential Breakfast Expert
33,629
4% (---)
23% (---)
43%29% (+++)
Users N. 38,539
6% (+++)
26% (+++)
43%25% (---)
Non users N. 6,016
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
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THE BREAKFAST IN
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
179
+ : positive significant differences - : negative significant differences
0 1 2 3
4% (---)
22% (---)
44% (+++)
30% (+++)
8-10 36,198
5% (++)
28% (+++)
43%24% (---)
6-7 4,248
7% (+++)
31% (+++)
40% (---)
22% (---)
1-5 4,109
4% 23% 43% 29%Everyday 37,608
5%22% (--)
44% 30%Almost everyday 3,956
5% 24% 43%27% (-)
From time to time 2,990
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
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THE BREAKFAST IN
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
180
+ : positive significant differences - : negative significant differences
0 1 2 3
4% (---)
23% (---)
44% (+++)
29% (+)
At home 40,601
5% 23%39% (--)
33% (+++)
On-the-go 964
6% (+++)
27% (+++)
41% (---)
26% (---)
At work 2,989
4% 23% 43% 29%Week 42,016
5% 23% 43% 29%Weekend 44,555
5% (+++)
26% (+++)
42% (---)
26% (---)
Alone 15,952
4% (---)
22% (---)
44% (+++)
30% (+++)
Together 28,603
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
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TABLE OF CONTENT
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
TIME SPENDING ON BREAKFAST
BREAKFAST PROFILE
181
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THE BREAKFAST IN
In general, for my breakfast during the weekend, I spend
182
5 minutes or less
3%
Approximately 10 minutes
31%
Approximately 20 minutes66%
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
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THE BREAKFAST IN
In general, for my breakfast during the weekend, I spend
183
+ : 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) <<
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THE BREAKFAST IN
In general, for my breakfast during the weekend, I spend
184
+ : 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) <<
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THE BREAKFAST IN
In general, for my breakfast during the weekend, I spend
185
+ : positive significant differences - : negative significant differences
5 minutes or less Approximately 10 minutes Approximately 20 minutes
7% (+++)
37% (+++)
56% (---)
Single 6,184
3% (---)
31% (+++)
66%Couple 12,575
4% (+++)
30% 66%Single&children 4,316
3% (---)
28% (---)
69% (+++)
Couple&children 21,480
3% (---)
31% 66%Rural 21,779
4% (+++)
30% 66%Urban 22,776
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
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THE BREAKFAST IN
In general, for my breakfast during the weekend, I spend
186
+ : positive significant differences - : negative significant differences
5 minutes or less Approximately 10 minutes Approximately 20 minutes
1% (---)
22% (---)
77% (+++)
Breakfast Expert 10,926
4% (+++)
33% (+++)
63% (---)
Potential Breakfast Expert
33,629
3% (---)
30% (---)
67% (+++)
Users N. 38,539
5% (+++)
37% (+++)
58% (---)
Non users N. 6,016
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
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THE BREAKFAST IN
In general, for my breakfast during the weekend, I spend
187
+ : positive significant differences - : negative significant differences
5 minutes or less Approximately 10 minutes Approximately 20 minutes
2% (---)
29% (---)
69% (+++)
8-10 36,198
5% (+++)
36% (+++)
59% (---)
6-7 4,248
9% (+++)
41% (+++)
50% (---)
1-5 4,109
3% (---)
30% (---)
68% (+++)
Everyday 37,608
5% (+++)
34% (+++)
61% (---)
Almost everyday 3,956
8% (+++)
39% (+++)
52% (---)
From time to time 2,990
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
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THE BREAKFAST IN
In general, for my breakfast during the weekend, I spend
188
+ : positive significant differences - : negative significant differences
5 minutes or less Approximately 10 minutes Approximately 20 minutes
3% (---)
31%66% (+++)
At home 40,601
9% (+++)
34% (++)
57% (---)
On-the-go 964
6% (+++)
28% (---)
66%At work 2,989
3% (---)
30% (---)
67% (+++)
Week 42,016
3% 31% 66%Weekend 44,555
5% (+++)
36% (+++)
58% (---)
Alone 15,952
2% (---)
27% (---)
71% (+++)
Together 28,603
Base : Total except « Rarely or never » - During the weekend (n=44555) <<
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TABLE OF CONTENT
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 BREAKFAST PROFILE
189
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190
Breakfast Expert
Have breakfast every day
Eat at least 1 cereal product, 1 dairy product and 1 fruit
Not a breakfast fan
Have rarely or never breakfast
Potential Breakfast expert
All other participants
BREAKFAST PROFILE
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EXECUTIVE SUMMARY
191
BREAKFAST PROFILE Total N=51177
POTENTIAL BREAKFAST EXPERT
73%
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
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BREAKFAST PROFILE
Breakfast profile:
192 Base : Total (n=51177)
Breakfast Expert
22%
Potential Breakfast Expert73%
Not a Breakfast Fan5%
<<
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BREAKFAST PROFILE
Breakfast profile:
193 Base : Total (n=51177)
+ : positive significant differences - : negative significant differences
Breakfast Expert Potential Breakfast Expert Not a Breakfast Fan
21% (---)
74% (+++)
5% (+++)
Male 25,627
23% (+++)
73% (---)
4% (---)
Female 25,550
24% (+++)
71% (---)
5% (+++)
French 21,740
20% (---)
75% (+++)
4% (---)
Flemish 29,437
20% (---)
76% (+++)
4% (---)
North 29,512
24% (+++)
71% (---)
5% (+++)
South 16,595
25% (+++)
68% (---)
7% (+++)
Bxl 5,070
<<
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BREAKFAST PROFILE
Breakfast profile:
194 Base : Total (n=51177)
+ : positive significant differences - : negative significant differences
Breakfast Expert Potential Breakfast Expert Not a Breakfast Fan
29% (+++)
71% (---)
0% (---)
0-11 7,515
25% (+++)
69% (---)
6% (+++)
12-19 5,347
19% (---)
74%8% (+++)
20-39 14,553
20% (---)
75% (+++)
5%40-59 15,890
23%75% (+++)
2% (---)
60+ 7,872
23% (+++)
73% (---)
4% (---)
SC 1-4 30,706
20% (---)
75% (+++)
5% (+++)
SC 5-8 20,471
<<
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BREAKFAST PROFILE
Breakfast profile:
195 Base : Total (n=51177)
+ : positive significant differences - : negative significant differences
Breakfast Expert Potential Breakfast Expert Not a Breakfast Fan
19% (---)
72% (---)
9% (+++)
Single 7,848
21% (---)
75% (+++)
5%Couple 14,337
25% (+++)
70% (---)
5%Single&children 5,053
23% (+++)
74%3% (---)
Couple&children 23,939
21% (---)
75% (+++)
4% (---)
Rural 24,892
23% (+++)
72% (---)
5% (+++)
Urban 26,285
<<
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BREAKFAST PROFILE
Breakfast profile:
196 Base : Total (n=51177)
+ : positive significant differences - : negative significant differences
Breakfast Expert Potential Breakfast Expert Not a Breakfast Fan
26% (+++)
73% (---)
1% (---)
8-10 38,627
12% (---)
85% (+++)
3% (---)
6-7 5,270
5% (---)
68% (---)
27% (+++)
1-5 7,280
29%71% (---)
Everyday 38,712
100%Almost everyday 6,338
100%From time to time 3,729
<<
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BREAKFAST PROFILE
Breakfast profile:
197 Base : Total (n=51177)
+ : positive significant differences - : negative significant differences
Breakfast Expert Potential Breakfast Expert Not a Breakfast Fan
24% (+++)
76% (+++)
At home 43,754
10% (---)
90% (+++)
On-the-go 1,250
14% (---)
86% (+++)
At work 3,776
24%76% (+++)
Week 46,240
25% (+++)
75% (+++)
0% (---)
Weekend 44,557
18% (---)
82% (+++)
Alone 18,276
26% (+++)
74% (+++)
Together 30,504
<<
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FOR ADDITIONAL QUESTIONS OR REMARKS,
PLEASE CONTACT:
FERRERO Consumer Service
TEL: 0800 210 42
198